Measures of Success: Sales KPIs By Stage of Growth (Free Report)

Leading VC/PE Firm Shares Free Stage-Appropriate Dashboards for SaaS ScaleUps

Matthew E. May
2 min readNov 8, 2022


It isn’t every day that a leading global venture capital and private equity firm focused on SaaS companies gives away guidance without asking for anything in return, not even an email address. But that is exactly what NYC-based Insight Partners has done.

It’s called ScaleUp By The Numbers: SaaS Sales KPIs for Startups at Every Stage. The report allows you to understand which sales metrics are most important, how to calculate them, and how you measure up against industry benchmarks.

For software companies playing in the competitive B2B space — predominantly SaaS startups — Sales is the tip of the go-to-market spear. Knowing what indicators to look at sharpens that spear, because not every measure is created equal.

Over the course of 2021, Insight Partners collected and analyzed data from over 275 companies in their portfolio. The analysis then segments information into what is most important in each of three growth stages:

  1. Early-Stage (<$10 million in annual recurring revenue [ARR])
  2. Mid-Stage ($10 million to $100 million in ARR)
  3. Late-Stage (>$100 million in ARR)

Here’s what you get:

  • What revenue metrics investors focus on in Early-, Mid- and Late-stage companies
  • The top three SaaS sales KPIs to measure at each stage, how to measure them, and why
  • Industry sales benchmarks from companies Insight Partners works with

The report is as meaningful to a founder just beginning to build a sales function as it is to an executive focused on revenue nearing the $100M ARR mark or even an investor attempting to determine the strength of the go-to-market muscle of a potential investment.

As is true with all reports of this nature, market conditions may have changed from the time data was collected to the time of report publication. And given that not all businesses are the same, it’s best to use the KPIs in ScaleUp By The Numbers exactly as they are intended: as a point of reference and context for developing a sales strategy.

Who says there’s no such thing as a free lunch?



Matthew E. May

Senior GTM strategy advisor at Insight Partners. Co-author, What a Unicorn Knows: How Leading Entrepreneurs Use Lean Principles to Drive Sustainable Growth.