B2B SaaS аналитика: специфика

Зачем это знать

B2B SaaS — growing sector. HubSpot, Salesforce, GitLab, Atlassian, many Russian (Kontur, AmoCRM, Bitrix24). Analytics differs от B2C.

На собесах в B2B — different vocabulary, metrics.

B2B vs B2C

	B2C	B2B
Users	Millions	Thousands
Deal size	$0-$100	$1k-$1M+
Sales	Self-serve	Sales rep often
Decision	Individual	Committee
Contract	Monthly / cancel	Annual, multi-year
Metrics	DAU, conversion	ACV, NRR, ACV, logos

Customer hierarchy

Terms

• Lead: potential prospect
• MQL: marketing qualified
• SQL: sales qualified
• Opportunity: in negotiation
• Customer: closed / paying
• Account: the company
• Users / Seats: individuals в account

Data model reflects.

Revenue metrics

ACV (Annual Contract Value)

Yearly revenue per customer.

ARR (Annual Recurring Revenue)

Total from all customers annual.

MRR

Monthly. ARR / 12 approximation.

NRR (Net Revenue Retention)

NRR = (Start MRR + Expansion - Contraction - Churn) / Start MRR

Target: > 100% (expansion > losses).

Top SaaS: 120-140%.

GRR (Gross Revenue Retention)

Excludes expansion. Pure retention.

GRR = (Start - Churn - Contraction) / Start

Target: > 90%.

Customer metrics

Logo retention

% customers retained.

Logo churn

% leave.

Expansion rate

% customers expand.

Downgrade rate

% shrink.

Funnel

Marketing funnel

Visits → MQLs → SQLs → Demos → Opportunities → Closed.

Long. Weeks to months.

Activation

First month / quarter:

• Onboarded?
• Reached «aha»?
• Multiple users using?

Expansion

• Add seats
• Upgrade plan
• Add-ons

Segmentation

By tier

• Enterprise ($100k+)
• Mid-market ($10-100k)
• SMB ($1-10k)

Different analytics per.

By industry

Segment performance.

By use case

How they use product.

Unit economy

CAC payback

Months recover CAC. Target < 12.

LTV / CAC

Target > 3.

Magic Number

Sales / marketing efficiency.

Burn multiple

Cash burn / new ARR. < 1 healthy.

Customer Success

CS teams — central.

Metrics

• Health score
• NPS
• Product usage
• Support tickets
• Time to value

Activities

• Onboarding
• QBRs (Quarterly Business Review)
• Renewal management
• Upsell

Product usage

Seat utilization

% seats active. Low — risk churn / downgrade.

Feature adoption

% accounts using key features.

Usage trends

Growing / flat / declining.

Engagement score

Combined. Predicts renewal.

Predictive

Churn prediction

Signals:

• Usage decline
• Seats unused
• Support tickets up
• Champion left

Model → flag at-risk.

Upsell scoring

Signals:

• Hitting limits
• Expansion features used
• Satisfied (NPS high)

Score → sales target.

Sales data

Pipeline

• Opportunities by stage
• Win rate per stage
• Time in stage
• Deal size distribution

Rep performance

• Quota attainment
• Pipeline coverage
• Win rate

Forecast

Predict quarter revenue.

Product-led growth (PLG)

Recent trend: users try, then buy.

Metrics

• Activation: TTFV (time to first value)
• PQL: Product Qualified Lead
• Expansion: from individual к team

Different от traditional sales-led.

Ecosystem

Channel partners

Resellers, integrators.

Integrations

API usage. Customers connect other tools.

Marketplace

Apps, extensions.

All track, monetize.

Industries examples

Russian B2B SaaS

• Kontur (document, reporting)
• AmoCRM
• Bitrix24
• Kaspersky B2B
• YCLIENTS
• Tinkoff Business

Все имеют analytics needs.

International big

• Salesforce
• HubSpot
• ServiceNow
• Atlassian

Benchmarks / patterns.

Analytics workflow

Daily

• New leads
• Open opportunities
• Renewals coming

Weekly

• Sales meeting (pipeline review)
• Product usage trends
• Customer health review

Monthly

• MRR trends
• Churn analysis
• Cohort retention

Quarterly

• NRR, GRR
• Strategic planning data
• Board reports

SQL для B2B SaaS

MRR calculation

WITH monthly_mrr AS (
    SELECT
        DATE_TRUNC('month', DATE) AS month,
        account_id,
        SUM(amount_monthly) AS mrr
    FROM subscriptions
    WHERE active_on_date
    GROUP BY 1, 2
)
SELECT month, SUM(mrr) AS total_mrr
FROM monthly_mrr
GROUP BY month;

Expansion vs contraction

WITH mrr_change AS (
    SELECT
        account_id,
        DATE_TRUNC('month', DATE) AS month,
        mrr,
        LAG(mrr) OVER (PARTITION BY account_id ORDER BY DATE) AS prev_mrr
    FROM monthly_mrr
)
SELECT
    month,
    SUM(GREATEST(mrr - prev_mrr, 0)) AS expansion,
    SUM(GREATEST(prev_mrr - mrr, 0)) AS contraction
FROM mrr_change
WHERE prev_mrr > 0
GROUP BY month;

Customer health

SELECT
    account_id,
    CASE
        WHEN seats_utilized < 0.3 THEN 'Red'
        WHEN npa_score < 6 THEN 'Yellow'
        ELSE 'Green'
    END AS health
FROM customer_metrics;

Для собеса

Terminology

Know: ACV, ARR, MRR, NRR, GRR, CAC payback, LTV.

Case

«Churn prediction для SaaS»:

Features:

• Usage trends
• Seats unused
• Support history
• NPS
• Tenure

Model: XGBoost typically.

Strategic

«NRR < 100% — что делать?»

Diagnose:

• Logo churn?
• Downgrades?
• No expansion?

Different fixes.

Tools

• Salesforce: main CRM
• HubSpot: competitor CRM
• Gainsight: customer success
• Amplitude / Mixpanel: product usage
• BI: Tableau / Looker / Metabase
• DWH: Snowflake common

Зарплаты

Similar к other analytics:

• Middle: 180-280k ₽
• Senior: 280-400k ₽

В top B2B SaaS + 10-20%.

Learning

Blogs

• SaaStr
• For Entrepreneurs (David Skok)
• OpenView
• Tomasz Tunguz

Reports

Bessemer, Redpoint annual SaaS reports.

Books

• «The Customer Success Economy»
• «Product-Led Growth»

Связанные темы

• SQL для subscription
• Customer health score
• Как считать LTV
• Churn простыми словами
• MRR / ARR

FAQ

B2B background нужен?

Plus. Можно learn.

Sales data access?

Yes — sales team data важен.

PLG growing?

Yes. Common hybrid (both sales-led + PLG).

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