• Parthib Srivathsan

Companyon’s 2020 SaaS Funnel Grader Tool

Updated: Nov 15


Photo by Carlos Muza on Unsplash

By: Parthib Srivathsan, Co-Founder & Head of Platform


Wondering how your key SaaS funnel metrics like activation, freemium conversion, and trial conversion stack up against your peers? Companyon Ventures created a SaaS Sales Funnel Grader tool using data from OpenView’s 2020 SaaS Product Benchmarks Report to allow founders and investors to compare funnel metrics against peers to contextualize performance and identify areas for improvement.

At the Companyon Ventures Platform Team, we are focused on helping our portfolio companies identify and implement operational best practices faster and more effectively at the early stages of their evolution. One of my roles is to help our portfolio generate complex analytics and financial models to gain insights from their current and future key metrics.

We’re huge fans of OpenView Venture Partners, which recently published the 2020 OpenView SaaS Product Benchmarks Report. OpenView surveyed CEOs and product leaders from over 150 SaaS companies to enable operators to compare themselves against their peers across benchmarks on best-in-class freemium and free trial conversion funnels. Before using our SaaS Sales Funnel Grader, we recommend that you download and read Openview’s full report to get the most value from the tool.

We built the SaaS Sales Funnel Grader to enable easier measurement of our portfolio companies’ sales funnel metrics against other high-performing SaaS startups. The tool, which can be downloaded here, enables a startup to input data to understand their sales funnel’s performance rather than just view ranges for peers within its growth bracket).

We built the SaaS Sales Funnel Grader to qualify our portfolio companies’ sales funnel metrics against other high-performing SaaS startups. The tool enables a startup to input basic KPIs to evaluate their sales funnel’s performance rather than just view peer ranges within its growth bracket.

<<DOWNLOAD THE 2020 SAAS SALES FUNNEL GRADER TOOL HERE>>



About the tool

This tool will help you understand the performance of your sales funnel in the context of your GTM approach and your customer acquisition playbook. We believe that the true measure of your sales process is the ARR growth you are able to achieve, which is largely determined by the efficiency at which you are able to convert leads into paying customers (conversion rates and activation rates) and how well you retain customers.


Our tool will help you benchmark against the following key metrics of your peers:

  • Web Visits to Free Account Conversion

  • Free Accounts to Paid Accounts Conversion (Overall)

  • Free Accounts to Paid Accounts Conversion (Based on Team)

  • Free Accounts to Paid Accounts Conversion (Based on Customer Touchpoints)

  • One-month Retention Rate (Based on GTM)

  • Activation Rate

<<DOWNLOAD THE TOOL HERE>>


Want More Companyon SaaS Tools?


Also check out our Companyon 2019 SaaS Benchmarks Tool to benchmark your company KPIs against other SaaS companies at your stage.

Questions? Feedback? Need Help?


I'd love to hear your feedback on the tool. If you need help generating your inputs or integrating The SaaS Benchmarks Modeling Too into your financial model, reach out to me directly at parthib@companyon.vc.

Parthib Srivathsan heads the Platform Team at Companyon Ventures, supporting B2B software startups into their expansion-stage by injecting decades of startup experience. The Boston-based firm leads post-seed, pre-expansion rounds in capital-efficient startups across North America that are ready to scale. Companyon’s capital and expertise help scale portfolio companies into a supersized Series A or non-dilutive growth. The firm invests in startups with $1-3M in recurring revenue aiming to scale by 2-3x in the first year with help from its growth-ops Platform Team that offers experience, tools, and playbooks used in top-performing software startups.

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