Tom King

Account Executive

April 15, 2023

6 minute read

B2B SaaS Go-To-Market Benchmarks for 2023

In the rapidly evolving SaaS industry, staying competitive requires staying informed on the benchmarks of the industry as a whole. As a B2B SaaS company owner, keeping up with the latest benchmarks can help you adapt your go-to-market strategy, improve your offerings, and ultimately thrive in a highly competitive market. In this article, we will discuss the critical B2B go-to-market benchmarks for 2023 and how you can leverage them to drive your business forward.

1. Average Contract Value (ACV)

In 2023, the average contract value for B2B SaaS companies continues to rise, reflecting the increased demand for more robust and integrated solutions. This year, the median ACV for B2B SaaS businesses is $25,000. To ensure your company's pricing strategy remains competitive, consider benchmarking your ACV against industry standards and adjusting as needed to meet customer expectations.

2. Customer Acquisition Cost (CAC)

Customer acquisition costs have always been a critical metric for SaaS companies, and in 2023, the median CAC for B2B SaaS firms is $8,000. With increased competition, it's essential to optimize your marketing and sales efforts to minimize your CAC while maximizing customer lifetime value (CLTV). Focus on developing targeted marketing campaigns, nurturing high-quality leads, and utilizing data-driven sales techniques to maintain an efficient CAC.

3. Sales Cycle Length

The sales cycle for B2B SaaS companies in 2023 averages around 90 days. Reducing the sales cycle length can significantly impact your company's growth rate and revenue. To improve your sales cycle, consider streamlining your sales process, implementing effective lead qualification strategies, and providing comprehensive product demos that showcase your solution's value proposition.

4. Churn Rate

In 2023, the median annual churn rate for B2B SaaS companies is 12%. A high churn rate can significantly impact your company's growth and profitability. To keep your churn rate in check, focus on exceptional customer service, continuous product improvement, and fostering strong customer relationships through regular engagement.

5. Net Promoter Score (NPS)

A Net Promoter Score (NPS) measures customer satisfaction and is a valuable indicator of your company's potential for growth. The average NPS for B2B SaaS companies in 2023 is 40. Achieving a high NPS is crucial for building brand loyalty and driving customer referrals. To improve your NPS, solicit customer feedback, identify pain points, and prioritize customer-centric product development.

6. Revenue Growth Rate

B2B SaaS companies in 2023 are experiencing an average annual revenue growth rate of 30%. To achieve a similar growth trajectory, focus on acquiring new customers, upselling existing customers, and expanding your market presence. Additionally, investing in marketing and sales automation can help streamline your processes and drive revenue growth.

Staying informed about the latest B2B go-to-market benchmarks is crucial for the success of your SaaS company in 2023. By understanding and optimizing metrics like ACV, CAC, sales cycle length, churn rate, NPS, and revenue growth rate, you can adapt your strategy to stay competitive and achieve sustainable growth. Use these insights to refine your go-to-market approach and ensure your company's continued success in the ever-evolving B2B SaaS landscape.