Asana is the tool we all know even if we don't use it ourselves. With that famous B2C CEO that decided to do SaaS next.

It's crossed $250,000,000 in ARR and is starting to march upmarket

Here are 5 Interesting Learnings from Asana at $250M ARR:

#1. Asana, like Slack, has self-service roots. But now, 40% of its customers are closed by the sales team, trending to 50%.

Asana is now planning to double the size of its sales team in 2020

#2. Asana has 115% NRR overall, but it's the segmentation that's interesting.

140% NRR for $50k+ customers
125% NRR for $5k-$50k customers
100% or so NRR for < $5k customers

Given it still skews 60% SMB, this is consistent with other market leaders like Zendesk, etc

#3. Asana is growing 55% at $250M+ in ARR, which is very impressive and top-tier. But its $50k+ accounts are growing >>100%+<<

We saw with Zendesk and Shopify the SMB growth keep pace with enterprise, and we saw with Slack enterprise be the engine of growth

Asana is in middle

#4. Its crossed 89,000 customers, so the average customer pays ~$2,800 a year. So the average ticket is still quite small.

Asana has the challenge many of you do. The Big Customers are growing fastest (100% YoY), but 40% of its revenue is still from accounts < $5k ACV.

So Salesforce is the grandperson of SaaS software

The first to hit $100B in market cap
The first to do $10B+ in ARR (and only so far)

And yet, in many ways we know >less< about Salesforce that we used to

It's not just a CRM anymore

5 Interesting Learnings:

#1. 73% of Salesforce’s customers come from the installed base. Let that sink in.

This is why in the end, Net Revenue Retention is the #1 most important metric in SaaS.

This also means that Salesforce could basically still hit 73% of its plan with 0 new customers.

Put differently, their 2017 customers have, as a cohort, grown 2.1x

#2. Salesforce’s upsell is split about 50/50 between new seats and new products.

In the early days, you’ll probably only have new seats to sell.

But eventually, you’ll probably need a second or third product to sell. We talked about this re: Veeva, Twilio and more here:

#3. The more products you sell, really, the more problems you solve — the more you make.

This is something a bit non-obvious. Salesforce’s customers that buy > 1 product overall, spend a stunning 10x more.