Revenue Operations (RevOps) vs SaaS Revenue & Growth Metrics

The short version

By Corey Haines (Marketing)

Design the systems that connect marketing, sales, and success into a unified revenue engine.

By Dean Peters (PM)

Track your SaaS business health with MRR, churn, retention, and expansion metrics.

Defines lead lifecycle stages from subscriber to customer with clear entry and exit criteria
Builds lead scoring models that combine fit (who they are) and engagement (what they do)
Creates routing rules to get leads to the right sales rep based on territory, account, or round-robin
Sets SLAs and handoff processes between marketing, sales, and customer success teams
Designs pipeline stage frameworks with required fields and hygiene rules to prevent stale deals

Calculates core SaaS metrics including MRR, ARR, ARPU, ARPA, and ACV
Measures customer retention through churn rate and net revenue retention (NRR)
Tracks expansion revenue from upsells, cross-sells, and usage growth
Provides cohort analysis to show whether recent customers perform better than older ones
Explains what each metric means and what benchmarks to aim for

You're a founder or RevOps leader setting up your first CRM and lead management system
You need to define what qualifies as an MQL and get marketing and sales aligned on it
Leads are falling through the cracks between marketing and sales and you need to fix the handoff
You want to speed up response times and build routing rules that get leads to reps faster

You're preparing a board deck and need to calculate and explain your key SaaS metrics
You need to understand if your churn rate or retention numbers are healthy
You're evaluating whether your pricing or packaging changes are working
You want to diagnose growth problems or identify where revenue is coming from