# Top 10 in Tech - What to know for Week ending July 2, 2021

Published: 2 July 2021
Canonical: https://www.top10in.tech/posts/week-ending-july-2-2021

## 1. SaaS METRIC OF THE WEEK

[Cohort Analysis](https://www.thesaascfo.com/cohort-analysis-explained-for-your-saas-business/) (free Cohort Analysis template!). GoPractice has a Product focused article on [how to forecast key product metrics through cohort analysis](https://gopractice.io/blog/forecasting-key-metrics-through-cohort-analysis/) and The Startup [takes a look at this metric from a VC Due Diligence perspective](https://medium.com/swlh/diligence-at-social-capital-part-3-cohorts-and-revenue-ltv-ab65a07464e1).

Link: https://www.thesaascfo.com/cohort-analysis-explained-for-your-saas-business/

## 2. MARKETING

This is one to save to your bookmarks or add to your ideas/inspiration board. At first glance, it looks like a lightweight article. But just wait. One day you will be looking for ideas on how to elevate your product or business, when you do open up this bookmark for some true inspiration on [52 Low-Cost Ways to Promote Your Business](https://www.businessknowhow.com/marketing/24waysto.htm)

Link: https://www.businessknowhow.com/marketing/24waysto.htm

## 3. GAMING

So what's been going in gaming in the past pandemic year (HINT: A lot) Check [this new report from AppAnnie](https://www.dropbox.com/s/ij5yfwm3c2ki71y/202106_App_Annie_IDC_Gaming_Spotlight_EN.pdf?dl=0)on their take on what is going on. Mobile is smashing it (compared to PCs or Consoles) with a BILLION games downloaded weekly (on average) - which is up 30% on last year (and spending 40% more). In-game Ads are still weird though - most people remain not fans.

Link: https://www.dropbox.com/s/ij5yfwm3c2ki71y/202106_App_Annie_IDC_Gaming_Spotlight_EN.pdf?dl=0

## 4. OKR’s

Pioneered by Google a few years back, OKR’s have emerged as a part of the suite of modern product and company best practices (that include Lean, Agile, and Jobs-To-Be-Done frameworks). [Heavybit](https://www.heavybit.com/) has a great article on s[teps to get started for the first time within your organization](https://www.heavybit.com/library/blog/best-practices-startup-okrs).

Link: https://www.heavybit.com/

## 5. COMMISSIONS

How to pay your different sales channels? Commission levels of sales are pretty stable across sale types at [about 10-14%](https://dskok-wpengine.netdna-ssl.com/wp-content/uploads/2019/10/img_5d9cb635cd5e8-e1570551370186.png). Commissions on renewals are [only 3% and upsell is 9%](https://dskok-wpengine.netdna-ssl.com/wp-content/uploads/2019/10/img_5d9cb6e187f9b-e1570551598475.png) - however about 50% of the time this is not paid at all. (Bringing up another subject on [how much revenue a Customer Service Manager](https://tomtunguz.com/how-much-arr-can-a-csm-manage)can manage).

Link: https://dskok-wpengine.netdna-ssl.com/wp-content/uploads/2019/10/img_5d9cb635cd5e8-e1570551370186.png

## 6. RENEWALS (deep dive)

To add to the above, I’ll keep banging this drum: Customer Success is CRITICAL to the sustainable growth of a modern tech business. Landing a customer is (obviously) important keep in mind costs - being just acquisition-focused is WAAAY expensive (Costing about [$1.10+ per $1 of ARR). Compare that to the cost of retaining or up-selling existing customers (about 12c-15c per $1ARR](https://www.gainsight.com/blog/acquiring-customers-isnt-enough-heres-why-you-need-to-focus-on-retention)) - that’s 8 times cheaper. Finding repeatable scalable sales processes is something required to scale. But don’t be a [purely acquisition-focused business](https://www.profitwell.com/blog/lessons-from-10342-blog-posts-on-growth), give some love and attention toward [building out the same repeatable-scaleable process for renewals](https://labs.openviewpartners.com/in-saas-renewal-is-everything-is-your-process-working). Also, both of these revenue teams [need to be aligned.](https://blog.sellingpower.com/gg/2019/04/how-to-align-sales-and-customer-service-to-drive-higher-revenue.html)

Link: https://www.gainsight.com/blog/acquiring-customers-isnt-enough-heres-why-you-need-to-focus-on-retention

## 7. BLOG

Content is kind, so how is your blog content page? After reviewing this article I now know mine needs work: [The 13 Best Practices of the Top 100+ Marketing Blogs](https://www.orbitmedia.com/blog/how-to-design-a-blog/). But my email sign-up works at least, I got [two of these three](https://www.orbitmedia.com/blog/email-signup-forms/). Mastering great content writing is also a skill - and I've [snagged a great guide for us all here](https://www.dropbox.com/s/w3az7q1haxqxrs9/mastering-content-writing-businesses.pdf?dl=0) on that topic and [along with great info on how to plan a data-backed B2B content marketing strategy](https://www.smartinsights.com/b2b-digital-marketing/b2b-content-marketing/how-to-plan-data-backed-b2b-content-marketing-strategy/). But don't worry - there is [no correlation between social shares and people reading anything](https://pauldughi.medium.com/no-correlation-between-social-shares-and-people-reading-anything-b592c8d8cfbf) anyway.

Link: https://www.orbitmedia.com/blog/how-to-design-a-blog/

## 8. RETENTION

In Q1 of this year, SaaS Capital conducted a survey of B2B SaaS company metrics (they do this every year) - [here is the report](https://www.dropbox.com/s/owawqrgfzd709js/Research-Brief-24-2021-B2B-SaaS-Retention-Benchmarks.pdf?dl=0) (downloadable PDF) - no real Covid impact was observed. Bootstrapped businesses have great gross revenue retention compared to their equity-backed counterparts (94% vs 90%). Fun fact though - and why NDR is important: Growth above 40% is associated with 100+% net revenue retention - now what? How about a great article [on how to optimize retention](https://www.gainsight.com/blog/acquiring-customers-isnt-enough-heres-why-you-need-to-focus-on-retention/).

Link: https://www.dropbox.com/s/owawqrgfzd709js/Research-Brief-24-2021-B2B-SaaS-Retention-Benchmarks.pdf?dl=0

## 9. CAPITAL

In the current tech world, it doesn’t have to always be about Venture Capital or equity (and dilution) when looking to finance. Revenue-based financing is quickly becoming a popular way for startups to raise funds without sacrificing equity, with the rise of significant services such as [Lighter Capital](https://www.lightercapital.com/) and [The 20-Minute Term Sheet](https://www.20mintermsheet.com/) in the past couple of years. [Here is how it works and what these financiers care about](https://blog.chartmogul.com/revenue-based-financing/). HINT: It’s ARR and growth. From the SaaS CFO here is the [Founder’s Guide to Venture Debt](https://www.thesaascfo.com/founders-guide-to-venture-debt) with advantages vs disadvantages of Debt vs Equity.

Link: https://www.lightercapital.com/

## 10. CASE STUDY

Expanding on #7 above is a neat experiment an SEO company took on [increasing their monthly organic traffic by 3012%](https://diggitymarketing.com/marketing-services-seo-case-study/)! It was bu focusing on content, improving structure, and link building.

Link: https://diggitymarketing.com/marketing-services-seo-case-study/

## POD OF THE WEEK

Scale-up Marketing - [How marketing delivers growth](https://theorbitshift.com/2021/02/11/the-freshworks-marketing-playbook-with-arun-pattabhiraman/) with the Chief Growth Officer of FreshWorks.

Link: https://theorbitshift.com/2021/02/11/the-freshworks-marketing-playbook-with-arun-pattabhiraman/