# Top 10 in Tech - What to know for Week ending June 30, 2023

Published: 28 June 2023
Canonical: https://www.top10in.tech/posts/week-ending-june-30-2023

## 1. SaaS METRIC OF THE WEEK

Start with a Point Nine Capital article on [everything you always wanted to know about cohort analysis](https://medium.com/point-nine-news/the-p9-guide-to-cohort-analysis-in-saas-v0-9-63ce366ab427) (but were afraid to ask)**,** and here is a [free Cohort Analysis template](https://www.dropbox.com/s/dq6ev0s3vhm7zi9/Cohort-Analysis-v1.3.xlsx?dl=0) from the SaaS CFO. GoPractice has a Product-focused article on [forecasting key product metrics through cohort analysis](https://gopractice.io/blog/forecasting-key-metrics-through-cohort-analysis/), and The Startup [looks 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://medium.com/point-nine-news/the-p9-guide-to-cohort-analysis-in-saas-v0-9-63ce366ab427

## 2. DUNNING

Bringing this actual term with a weird-ass name back to the newsletter - it's a phrase for [involuntary churn](https://baremetrics.com/blog/involuntary-churn) (aka bad or failed payments). According to Baremetrics, on average, SaaS and subscription businesses lose around 9% of their MRR due to failed payments. Learn more about [a successful dunning (and pre-dunning) process](https://baremetrics.com/blog/dunning-process).

Link: https://baremetrics.com/blog/involuntary-churn

## 3. TRIALS

Are proven funnel methods for a solid go-to-market strategy. Check this article on [9 ways to optimize your SaaS trial](https://cxl.com/blog/saas-trials/), and then note from Tomazs Tunguz [how long your customer trial period should be](https://tomtunguz.com/how-long-free-trial/)?: TL;DR: Longer trials do not convert customers at greater rates. Two weeks, two months, same results.

Link: https://cxl.com/blog/saas-trials/

## 4. DEEP TECH

Commercializing scientific research can take a longer horizon than most VCs are comfortable with. [Bessemer Venture report on the sector](https://www.bvp.com/atlas/state-of-deep-tech)this month and introduce us all to the XB100 - a ranking of the world's top private deep technology companies across AI, Aviation, AgTech, Quantum, and Space.

Link: https://www.bvp.com/atlas/state-of-deep-tech

## 5. SALES TEAMS

Take a good read of this article from David Sacks on [the simple math you can use to set up a sales team.](https://sacks.substack.com/p/simple-math-to-set-up-a-sales-team) Individual plans, team plans, and expansions/renewals are all considered for a high-growth sales team structure.

Link: https://sacks.substack.com/p/simple-math-to-set-up-a-sales-team

## 6. REFERRALS

Cracking the referral loop is a dream outcome, but making this work is pretty rare. Kyle Poyar has written [a guide on how to do it](https://kylepoyar.substack.com/p/your-guide-to-b2b-referrals) ( a collab with Stefan Bader from Cello, makers of referral software).

Link: https://kylepoyar.substack.com/p/your-guide-to-b2b-referrals

## 7. TRUST

For #6 above to work, people trust people over brands when it comes to trust. Chart Mogul has posted an '[Ultimate' Guide to Using Customer Testimonials to Boost Sales](https://blog.chartmogul.com/customer-testimonials/), noting that a generic and insincere endorsement is just as helpful as not using anything. It's also possible to take it further by leveraging those frothiest customers into a referral channel.

Link: https://blog.chartmogul.com/customer-testimonials/

## 8. AI

I find this topic fascinating - Mark Roberge of Stage 2 Capital looks at the hype cycle about AI and asks [who could win the go-to-market AI race](https://www.stage2.capital/blog/startups-versus-incumbents-who-will-win-the-go-to-market-ai-race) - Startups vs. Incumbents? Adding fuel to this one with CB Insights [AI 100](https://research-assets.cbinsights.com/2023/06/16094633/AI-100-2023-Map-768x578.png), the 100 most promising AI startups of 2023.

Link: https://www.stage2.capital/blog/startups-versus-incumbents-who-will-win-the-go-to-market-ai-race

## 9. VR

Facebook's ambitions for the Metaverse were embarrassingly out shadowed by Apple's [announcement of their Vision Pro](https://www.pcgamer.com/apple-visionpro-announced/) earlier this month - but my biggest question with all things VR and a big hurdle given the price tag is: Why should I care? Ben Evans [explores these same sentiments in this essay](https://www.ben-evans.com/benedictevans/2023/6/15/vision-pro), exploring what the heck it is exactly Apple is trying to build.

Link: https://www.pcgamer.com/apple-visionpro-announced/

## 10. CASE STUDY

Moving upmarket into larger organizations is a [standard SaaS growth strategy](https://tomtunguz.com/when-to-move-up-market/). Increasing ARPU (Average Revenue Per Customer) is good! But there is [a lot to learn](https://www.proposify.com/blog/saas-moving-upmarket) and a lot of time, knowledge, and effort required to succeed in this market segment. It's not easy, but it can be done. [Here is an excellent guide from Outreach](https://www.outreach.io/blog/how-to-close-enterprise-sales-deals) on breaking into deals over $100k ARR.

Link: https://tomtunguz.com/when-to-move-up-market/

## POD OF THE WEEK

From Lenny's Podcast this week is Melissa Tan (Webflow, Dropbox, Canva) discussing [how to build high-performing teams](https://www.lennysnewsletter.com/p/building-high-performing-teams-melissa#details).

Link: https://www.lennysnewsletter.com/p/building-high-performing-teams-melissa#details