Metric Stack: Recent Episodes
Klipfolio Inc.
Hosted by Allan Wille and Lauren Thibodeau, the Metric Stack podcast is the place to hear stories from founders, leaders, marketers, and more as they share how they succeed with data. Whether you’re struggling with data, reluctant to take the leap or maybe you’re a seasoned expert with years of experience, you’ll hear stories from people like you who have used data to grow and scale their business.
Today we’re joined by You Mon Tsang, a 4 time founder and CEO experienced with both enterprise and consumer applications. You Mon is currently founder and CEO at ChurnZero, a company dedicated to helping subscription businesses battle churn. It’s appropriate then that today’s metric is Gross Revenue Retention, a metric that gets to the heart of churn.
In today’s episode, Allan talks to Jeremy Moser, founder and CEO of uSERP, a 30 person agency that earns SaaS companies high-authority backlinks through digital PR. Today’s metric: Sales Closing Ratio.
What is Sales Closing Ratio? How does this metric impact sales and marketing? What’s the difference between Sales Closing Ratio and Leads to Won Ratio or SQL to Won Ratio? How does lead scoring work with this metric? How do you segment this metric across different channels? What does the metric tell you about your full funnel?
“It’s a really powerful metric when you’re running a service-based business. It gives you really clear insights from almost all perspectives of your funnel from the start of marketing to the finish of closing a lead. This metric has really good tie-ins to pretty much all other metrics in your funnel that you should be tracking.”
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
In today’s episode, Allan and Lauren talk to Steffen Hedebrandt, co-founder and CMO of Dreamdata, a B2B revenue attribution platform. They dive into the world of marketing qualified leads and attribution.
What are the nuances of MQL attribution? Is MQL attribution a predictable metric? How do you track MQL attribution? What’s the difference between account based attribution and lead attribution? Is there a benchmark? (Check out Dreamdata’s benchmark report for more!) What other metrics provide context for MQL attribution?
For a different perspective on MQLs, check out Jon Taylor’s episode: What is an MQL?
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:
MQL vs SQL: https://www.klipfolio.com/metrics/difference/marketing-qualified-lead-vs-sales-qualified-lead
In today’s episode, Allan talks to Ramli John, Director of Content at Appcues and the #1 Amazon bestselling author of Product-Led Onboarding. Allan and Ramli talk about User Activation Rate, arguably one of the most important Pirate Metrics or “AARRR”: Acquisition, Activation, Retention, Referrals, and Revenue.
Activation is a critical metric for the first impression of a product, but the activation moment looks a little bit different for every company. Is defining activation an indicator of conversion or retention? How closely linked are acquisition, activation, and retention in the activation journey? Does activation extend beyond the early few days in the product? At what moment does the biggest activation opportunity occur? Is there a benchmark for activation? Hear the answers to these questions and more in this week’s episode!
“A habit doesn’t form after two or three times. You keep going at it and eventually it becomes a consistent pattern of your behaviour and you don’t have to think about it anymore. It just happens. I think that’s the end goal of all of this. How do we get our users to form a habit with a product?”
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/
In today’s episode, Allan and Lauren talk to Ray Rike, Founder and CEO of RevOps Squared, about Annual Projected Revenue. What type of pricing model does this metric work for? What factors do you have to consider when looking at Annual Projected Revenue? What metrics work in harmony with Annual Projected Revenue? What does good, better, best look like for forecast accuracy for this metric?
“There’s buzz around usage based pricing. If you are considering that, go beyond what Excel says and what the upside can be. What’s the infrastructure of the process and the risk that I need to be prepared for to manage how I’m going to forecast and tell my investors what’s happening right now.”
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
In today’s episode, Allan and Lauren talk to Marissa Homere, VP Marketing at Irwin. Marissa shares her expertise on Marketing Contributed Annual Recurring Revenue (ARR).
How do you attribute marketing influenced or directly contributed ARR? How do you track a non-linear customer journey and attribute ARR accordingly? How do you report on marketing contributed ARR? How does lead grading come into practice? Is there a paid advertising channel that outperforms others when it comes to ARR?
This is an episode you don’t want to miss!
“My best advice is to focus on [attribution and the revenue journey] because it makes you a partner in the business. It allows you to have meaningful conversations about the growth of the business and engage in being a key and instrumental part of the scale that comes with focusing on these numbers. Even if it’s a longer game so you can have a seat at the table when it comes to the future of the business that you’re working with.”
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:
Annual Recurring Revenue (ARR): https://www.klipfolio.com/metrics/saas/annual-recurring-revenue
Opportunities: https://www.klipfolio.com/metrics/sales/opportunities
Leads: https://www.klipfolio.com/metrics/marketing/leads
In today’s episode, Allan and Lauren talk with Christina Garnett, Senior Marketing Manager, Offline Community and Advocacy at HubSpot.
Christina dives into retention in the context of community management and customer advocacy. How do you define retention in this context? What do a community and the flywheel have in common? How do you measure the value of community? How do other metrics, like Net Promoter Score, help measure retention? What other factors should you consider when measuring retention month over month?
“I like to compare an ideal community to a Target store. You go in for one thing, and as soon as I go in I see all these things I get to engage with, people I get to tak to, and events I get to participate in. They continue to gravitate and grab all the value that’s there.”
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:
Retention: https://www.klipfolio.com/metrics/saas/customer-retention-rate
Net Promoter Score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps
In today’s episode, Allan and Lauren talk with Alamin Mollick, Head of Finance at Posh Technologies.
What are Bookings? What’s the difference between bookings and revenue? How should you approach bookings, knowing there is risk? What’s the difference between subscription bookings and service bookings? How does bookings fit into a usage-based pricing model?
Get the answers to these questions and more in this week’s episode.
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:
Bookings: https://www.klipfolio.com/metrics/saas/bookings
Average Revenue Per Customer: https://www.klipfolio.com/metrics/saas/average-revenue-per-account
In today’s episode, Allan and Lauren talk with Laura Lenz, Partner at OMERS Ventures. Laura talks about Net Dollar Retention. What is NDR? Is NDR just for SaaS companies? Is there a company size that’s too small or too early to track it? Is NDR a factor in valuation of a company?
“My advice is to know the number right before the investor that you’re talking to. But also know it for your business because operating your business is way more important than raising the capital. My second piece of advice is that the pandemic has taught us a lot about reaping the rewards of good customer relationships.”
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:
Net Dollar Retention: https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate
Net Promoter Score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps
In today’s episode, Allan and Lauren talk with Dave Kellogg, Executive in Residence at Balderton Capital.
Dave goes all-in on Cash Conversion Score: What’s the difference between cash conversion score, capital consumption, and the growth efficiency index? What efficiency does cash conversion score measure?
Dave also why cash conversion score is important when it comes to funding and ‘leaky bucket’ metrics.
“You should look at your overall capital consumption efficiency because people are going to look at it. It’s not the first thing they’re going to ask about, but as with any metric, the number matters, but the story matters more.”
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:
Cash Conversion Score: https://www.klipfolio.com/metrics/saas/cash-conversion-score
Retention: https://www.klipfolio.com/metrics/saas/customer-retention-rate
Churn: https://www.klipfolio.com/metrics/saas/logo-churn
CAC: https://www.klipfolio.com/metrics/finance/customer-acquisition-cost
ARR: https://www.klipfolio.com/metrics/saas/annual-recurring-revenue
CAC Payback Period: https://www.klipfolio.com/metrics/saas/cac-payback-period
In today’s episode, Allan and Lauren talk to Donna Weber, Customer Onboarding Expert. What is Time to Value and why is it important in the context of customer onboarding? The goal of customer onboarding is to make your customers the heroes — they buy your product to save money, to make money, to save time, or be compliant. So if you’re not helping them reach those goals, you’re not delivering value.
So, what is time to value? How do you measure it? Who “owns” this metric?
“Companies need to think a lot more about the right touch at the right time to deliver value.”
Hear the answer to these questions and more in this week’s episode.
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/
Metrics mentioned in this episode:
Time to Value: https://www.klipfolio.com/metrics/saas/time-to-value
Net Revenue Retention: https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate
In today’s episode, Allan and Lauren talk to Will Cordes, CEO and Founder of KPI Sense. Will shares his insight on Magic Number: What is magic number? What does it measure? How do you calculate magic number? What are the nuances of this metric? What does magic number pair well with?
Hear the answer to these questions and more in this week’s episode.
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:Magic Number: https://www.klipfolio.com/metrics/saas/magic-number
LTV to CAC Ratio: https://www.klipfolio.com/metrics/saas/lifetime-value-to-customer-acquisition-cost-ratio-ltvcac
Customer Acquisition Cost (CAC): https://www.klipfolio.com/metrics/finance/customer-acquisition-cost
Monthly Recurring Revenue: https://www.klipfolio.com/metrics/saas/mrr-growth-rate
In today’s episode, Allan and Lauren talk to Vicky Freed, Chief Strategist, Loyalty, Data, and Customer Performance at Differly. Vicky goes in-depth on Average Revenue per User (ARPU): What is ARPU? How do you segment average revenue per user? How do you calculate ARPU? Is there businesses that shouldn’t track ARPU?
Hear the answer to these questions and more in this week’s episode.
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:Average Revenue Per User: https://www.klipfolio.com/metrics/saas/average-revenue-per-user
Average Revenue Per Account: https://www.klipfolio.com/metrics/saas/average-revenue-per-account
Average Basket Size: https://www.klipfolio.com/metrics/marketing/average-basket-size
In today’s episode, Allan and Lauren talk to Lawrence Quan, Head of Revenue Operations at Rewind. Lawrence takes a deep dive on ad impressions: What are ad impressions? What’s the difference between ad impressions and ad clicks? Where do ad impressions sit in the funnel? How do you track ad impressions? What other metrics does ad impressions pair well with?
Hear the answer to these questions and more in this week’s episode.
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:Ad Impressions: https://www.klipfolio.com/metrics/marketing/ad-impressions
Ad Clicks: https://www.klipfolio.com/metrics/marketing/ad-clicks
Reach: https://www.klipfolio.com/metrics/marketing/ad-reach
Conversion Rate: https://www.klipfolio.com/metrics/marketing/lead-conversion-rate
In today’s episode, Allan and Lauren talk to Jennifer Batley, Founder of Batley Advisory. Jen answers the questions surrounding Net Promoter Score (NPS): What is NPS? Who should use NPS? How do you calculate NPS? How do you segment your customers for the survey? What is a detractor and what is a promoter?
Hear the answer to these questions and more in this week’s episode.
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:
Net Promoter Score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps
Churn: https://www.klipfolio.com/metrics/saas/logo-churn
Retention: https://www.klipfolio.com/metrics/saas/customer-retention-rate
In today’s episode, Allan and Lauren talk to Nnamdi Iregbulem, Partner at Lightspeed Venture Partners. Nnamdi shares his insight on Weighted ACV. What makes it weighted? How do you calculate weighted ACV? When should a company start tracking weighted ACV?
Hear the answer to these questions and more in this week’s episode.
Read Nnamdi’s article on Weighted ACV: https://whoisnnamdi.com/weighted-acv/
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:Weighted ACV: https://www.klipfolio.com/metrics/saas/weighted-acv
Annual Contract Value (ACV): https://www.klipfolio.com/metrics/finance/average-contract-value
Net Revenue Retention Rate: https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate
In today’s episode, Allan and Lauren talk to Pablo Srugo, Principal at Mistral Venture Partners and host of the Product-Market Fit Show.
Pablo dives into the Sean Ellis Test metric: what is it? How do you measure it? Who should measure it? Where and how often do you ask the question?
Hear the answer to these questions and more in this week’s episode.
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Metrics mentioned in this episode:Net Promoter Score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps
Churn: https://www.klipfolio.com/metrics/saas/logo-churn
In today’s episode, Allan and Lauren talk to Jon Taylor, Director of Marketing at Klipfolio. Jon drops his knowledge on marketing qualified leads: Is the MQL dead? How do you define an MQL? Where does the MQL fit into the customer lifecycle? What are the nuances of this metric? Is there anyone who shouldn’t track MQLs?
Hear the answer to these questions and more in this week’s episode.
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/.
Check out the Humans of Martech podcast: https://humansofmartech.com/
Metrics mentioned in this episode:Marketing Qualified Leads: https://www.klipfolio.com/metrics/marketing/marketing-qualified-leads
Sales Qualified Leads: https://www.klipfolio.com/metrics/sales/sales-qualified-lead-sql
Product Qualified Leads: https://www.klipfolio.com/metrics/saas/product-qualified-leads-pql
Net Promoter Score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps
In today’s episode, Allan and Lauren talk to Andrew Millar, founder of Relogix.
As a company that monitors occupancy data, it’s easy to see how the sudden shift to remote work changed everything. Tracking occupancy data evolved to using sensors to figure out social distancing and time spent in the office, which then was used in real-time to control cleaning and safety.
Hear about the metrics that matter when you have a hardware and a software component to your business and how a sudden change in the way we work can completely change the way a business operates.
In today’s episode, Allan and Lauren talk to Laura McKay, COO of PolicyMe.
PolicyMe is on a mission to protect families with honest and uncomplicated life insurance with a DTC product and an ecommerce experience for the next generation of policy purchasers.
But how do you overcome the barriers of purchasing life insurance? That’s where PolicyMe is changing the game by narrowing in on their target market and adapting their approach to meet people where they are.
Hear about the metrics that PolicyMe is using to measure their success and build trust in the way they are approaching a legacy industry.
Metrics mentioned in this episode:
Conversion Rate: https://www.klipfolio.com/metrics/marketing/customer-conversion-rate
Trial to Paid Conversion: https://www.klipfolio.com/metrics/marketing/trial-conversion-rate
Revenue: https://www.klipfolio.com/metrics/finance/revenue
If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/
Subscribe to the Metric Stack newsletter: https://metricstack.substack.com/subscribe
In today’s episode, Allan and Lauren talk to Kyle Braatz, co-founder and CEO of Fullscript, a company on a mission to help people get better.
Fullscript rallies around their North Star metric, which is also their driving force: how many people is Fullscript helping get better everyday? And what about the traditional metrics like NRR and LTV:CAC? While they’re still important, a metric like revenue is an outcome; a direct result of succeeding at your purpose.
Hear Kyle’s fresh take on a purpose-driven business and how, on the heels of a $240M USD funding round, Fullscript’s rapid growth is taking integrative medicine by storm.
Metrics mentioned in this episode:Net revenue retention rate: https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate
Customer lifetime value (LTV): https://www.klipfolio.com/metrics/saas/customer-lifetime-value
LTV:CAC Ratio: https://www.klipfolio.com/metrics/saas/lifetime-value-to-customer-acquisition-cost-ratio-ltvcac Payback period: https://www.klipfolio.com/metrics/saas/cac-payback-period
If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/
Subscribe to the Metric Stack newsletter: https://metricstack.substack.com/subscribe
In today’s episode, Allan and Lauren talk to Mike Grouchy, CEO of Ottawa-based SaaS company Pagecloud.
Mike shares two ways Pagecloud uses data to do business: approach everything with a hypothesis (Ask yourself: Why are we doing this?) and building a culture of discovery. By combining a hypothesis and curiosity with key metrics—this is where the magic happens.
When we ask Mike what succeed with data means to him... well, you’ll have to listen in to find out how it relates to flossing your teeth!
Metrics mentioned in this episode:Annual Recurring Revenue (ARR): https://www.klipfolio.com/metrics/saas/annual-recurring-revenue
Monthly Recurring Revenue (MRR): https://www.klipfolio.com/metrics/saas/monthly-recurring-revenue
Net Revenue Retention Rate (NRR): https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate
Churn: https://www.klipfolio.com/metrics/saas/logo-churn
Customer Lifetime Value: https://www.klipfolio.com/metrics/saas/customer-lifetime-value
CAC to LTV: https://www.klipfolio.com/metrics/saas/lifetime-value-to-customer-acquisition-cost-ratio-ltvcac
Trial to Paid Conversion Rate: https://www.klipfolio.com/metrics/marketing/trial-conversion-rate
Customer Retention Rate: https://www.klipfolio.com/metrics/saas/customer-retention-rate
If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/
Subscribe to the Metric Stack newsletter: https://metricstack.substack.com/subscribe
In today’s episode, Allan and Lauren talk to Solon Angel, founder of MindBridge. For Solon, ideas are abundant, but the key is to write it down and let it settle. This process is how some of his biggest entrepreneurial ventures started.
Solon shares his unique perspectives on value creation, trusting your data, and how a group of highly committed individuals, like his team at MindBridge, has the potential to change the world.
We ask Solon the question we ask every guest: What does succeed with data mean to you?
“If you can make data valuable again, if you can make data respected again, and not just enrich it but really make it part of the conversation so it doesn’t just become an opinion-fest anymore, you will succeed. Look at companies that really curate but also bring back trust and orient people towards taking actions that are positive, removing biases, that’s very powerful.”
Have you ever attended a meeting and thought: “This could have been an email."
In today’s episode, Allan and Lauren talk to Aydin Mirzaee, co-founder and CEO of Fellow.app, a meeting productivity and team management tool. Fellow isn’t Aydin’s first business venture. His experience includes a snow shovelling business, a web development company, and a survey company that was acquired by SurveyMonkey in 2014.
Aydin shares the lessons he’s learned throughout his entrepreneurial journey and how he’s built Fellow to be the place where teams gather to have productive meetings, meaningful 1:1s, record decisions, and keep each other accountable. If you're a founder seeking capital or you’re leading a team, you won’t want to miss the wisdom (and metrics) that Aydin shares.
Listen to the very end for Aydin’s insight to our most-asked question: What does succeed with data mean to you?
Metrics mentioned in today’s episode
Burn Multiple: https://www.klipfolio.com/metrics/saas/burn-multiple
ARR: https://www.klipfolio.com/metrics/saas/annual-recurring-revenue
CAC Payback Period: https://www.klipfolio.com/metrics/saas/cac-payback-period
Customer Acquisition Cost: https://www.klipfolio.com/metrics/finance/customer-acquisition-cost
Net Promoter Score (NPS): https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps
MAU: https://www.klipfolio.com/metrics/saas/monthly-active-users-mau
DAU:MAU: https://www.klipfolio.com/metrics/saas/dau-mau-ratio
In today’s episode, Allan and Lauren talk to Allen Lau, co-founder and CEO of Wattpad, the world’s largest social storytelling platform.
For Allen, data, analytics, and numbers are in his DNA. In the early days of Wattpad, as thousands of writers and hundreds-of-thousands of readers used the platform every day, the impossible task of manually looking at data quickly came to light. Now, with over 90-million monthly active users, Wattpad is prioritizing data using StoryDNA, a machine-learning technology that they developed to analyze billions of data points every day.
Hear more from Allen as he shares Wattpad’s approach to a data-driven business and how they are using data to empower writers around the world. And as always, he answers the question, “what does succeed with data mean to you?”
The 5-step ASSET framework: https://twosmallfish.vc/our-thesis/
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/
Subscribe to the Metric Stack newsletter: https://metricstack.substack.com/subscribe
In today’s episode, Allan and Lauren talk to Mike Potter, co-founder and CEO of Ottawa-based SaaS company, Rewind. Rewind is a back-up service for SaaS applications to copy critical and important business data into the cloud. Think of it as insurance for your data!
What started as an itch to start a side project evolved into a hypothesis: the churn rate on a backup product would be low. Mike dives into the evolution of Rewind—how it started and where it’s going—and their explosive growth on the heels of a combined $80M USD in Series A and Series B funding.
And, the coveted question that we ask every guest: What does succeed with data mean to you?
Metrics mentioned in this episode:
Customer Lifetime Value (LTV): https://www.klipfolio.com/metrics/saas/customer-lifetime-value
LTV/CAC Ratio: https://www.klipfolio.com/metrics/saas/lifetime-value-to-customer-acquisition-cost-ratio-ltvcac
Churn: https://www.klipfolio.com/metrics/saas/logo-churn
MRR: https://www.klipfolio.com/metrics/saas/monthly-recurring-revenue
NRR: https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate
Magic number: https://www.klipfolio.com/metrics/saas/magic-number
Rule of 40: https://www.klipfolio.com/metrics/saas/rule-of-40
CAC payback period: https://www.klipfolio.com/metrics/saas/cac-payback-period
Total addressable market (TAM): https://www.klipfolio.com/metrics/saas/total-addressable-market
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics
Subscribe to the Metric Stack newsletter to get new benchmarks, trending metrics content, and tips and tricks to help you level up your analytics delivered to your inbox weekly: https://metricstack.substack.com/subscribe
In today’s episode, Allan and Lauren talk to Erin Bury, co-founder and CEO of Willful. Erin shares the catalyst for launching Willful and the journey they are on to de-stigmatize death.
Erin admits that when they started Willful, data wasn’t front and centre. It wasn’t until their CTO championed clean data and analytics, and shifted Willful’s data priorities. Now, Willful has devised the perfect equation: the right people + the right data = a data-driven and metrics-led company that is revolutionizing the way people approach estate planning.
And the coveted question that we ask every guest: What does succeed with data mean to you? You won’t want to miss what Erin has to say.
Metrics mentioned in this episode:
Net promoter score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps
Average order value: https://www.klipfolio.com/metrics/marketing/average-order-value
Conversion rate: https://www.klipfolio.com/metrics/marketing/customer-conversion-rate
Customer acquisition cost: https://www.klipfolio.com/metrics/finance/customer-acquisition-cost
Customer lifetime value: https://www.klipfolio.com/metrics/saas/customer-lifetime-value
If you love learning about metrics, you’ll love MetricHQ, Klipfolio’s online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics
Subscribe to the Metric Stack newsletter to get new benchmarks, trending metrics content, and tips and tricks to help you level up your analytics delivered to your inbox weekly: https://metricstack.substack.com/subscribe
The Metric Stack podcast is the place to hear how founders, leaders, marketers, and more succeed with data. Whether you’re struggling with data, reluctant to take the leap or maybe you’re a seasoned expert with years of experience, you'll hear stories from people like you who have used data to grow and scale their business.