Twilio has rocketed to a $60B market cap -- up from $3B just after its IPO!

It's also blown past $2B in ARR, still growing 52% YoY!

5 Interesting Learnings both today, and as it just crossed its first $1B in ARR:
#1. Big customers dropped as a % of revenue.

A bit different than many of us, but Twilio’s Top 10 customer concentration risk has faded since Uber.

At IPO its Top Customers were just 13% of total revenue, from 17% the prior year
#2. Dollar-based net retention is still the key to almost all the winners in SaaS and still remains at 137% at $2B+ ARR!

Even at > $2B in ARR, NRR is still ~140% and hasn't declined.

The "gift" in recurring revenue that keeps giving -- if you do it right
#3. About $250,000 revenue per employee at IPO.

This is pretty consistent with other Cloud and SaaS leaders.
#4. Gross margins remain at 59%.

Yes, Twilio is a service with real telecommunications costs. But it’s managed to keep its margins high enough to “still” be a software company at almost 60%.
#5. The average customer account pays about $10,000 or so a year.

Twilio has 208,000 customers now comprising that $2B in ARR, so the average customer only pays about $10,000 or so.

So you really can grow huge customers from acorns.
A bit more on how Twilio looked at $1B in ARR here:

saastr.com/twilio-crossed…
And a deeper dive on Twilio at $2B+ in ARR here:

saastr.com/5-interesting-…

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More from @jasonlk

20 Jan
So Datadog has been the developer's darling for 5+ years

It just makes life running and managing software >easier<

That's enabled it to grow to 50+ $1m customers, 1,000+ $100k customers, and 13,000+ total ... while still offering Free editions

5 Interesting Learnings:
#1. $100k+ customers generate 75% of revenue, even though just 7% of customers.

Even with Free & Cheap editions, 75% of customers grow into $100k+ deals.

Datadog has 1,107 $100k+ customers out of 13,100 total customers. That means 7% of customers generate 75% of revenue
#2.  20%+ of customers now use 4 or more customers, and 70% use 2 or more products -- up from 50% last year.

This is a theme we've seen on this series.  At Box, at Salesforce, and more, customers that use more products, buy more, pay more, and have higher NRR.
Read 9 tweets
19 Jan
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
Read 11 tweets
13 Jan
We all love Atlassian ... the $60B SaaS leader that came out of Australia, not SF ... with 2 co-CEOs ... that was basically bootstrapped ... that spends its $$$ on R&D, not sales

Atlassian has now crossed $2B in ARR

5 Interesting Learnings about where Atlassian is now:
#1. SEO, brand and content continue to work at scale.

Atlassian had 21m unique viewers to its website last year, up 30% year-over-year.

A vivid reminder that investments in content and brand pay dividends … forever.
#2. It’s never too late to add a Free edition -- if it's great

Atlassian was relatively late to adding free editions for some of its products, starting in March 2020 (!). But it’s working now. Sign-ups tripled

Atlassian sees Free as key engine of growth for the next decade
Read 10 tweets
13 Jan
I really don’t care at all losing all my money on any investment

So long as

The founders truly gave it all
Never quit
Didn’t just do it “on their terms”
Went wherever customers took them
Never left a lead on the table
Never stopped recruiting
Spent it like it was their money
Actually I’ve never lost money when this was all true

Where I’ve lost money:

- Founders burned money just to hit the plan
- Founders fired people they shouldn’t have
- Founders argued among themselves
- Founders blamed others
- Founders thought money would solve their problems
Where I’ve had a mediocre outcome:

- Founders didn’t want to go enterprise when customers did
- Founders didn’t drive down churn
- Founders didn’t talk to customers every single week
- Founders didn’t recruit VPs after $2m-$3m ARR
- Founders too arrogant in fundraising
Read 4 tweets
12 Jan
What's your "Moat" in SaaS? Do most SaaS companies even have a moat?

10 potential Moats:

#1. Brand.

Brand can be a big moat in SaaS.

Most customers just want to pick the app they’ve used and heard of. We all underestimated this in the earlier days of SaaS.
#2. Data.

Data lock is real. LinkedIn owns the human record. Getting your data out of Salesforce in a >structured< format is really hard.

Build more analytics, more connections, more worflows on customer data.
#3. Structured Data.

Even if data resides in many silos, structuring makes it unique.

And aggregating multiple cloud datasets into one set of data is a moat.
Read 12 tweets
11 Jan
Xero is one of the most interesting SaaS companies we don't talk about that much in the U.S. etc.

They are coming up on $1B ARR, selling to SMBs

Yet, only 17% of their revenue is in the U.S.

5 Interesting Learnings: Image
#1. All the way until $600m+ ARR, the majority of Xero’s new bookings and revenue still came from Australia and New Zealand!

The U.K. has since grown substantially to $100m ARR, but they got all the way to $500m+ selling mainly in Australia+NZ

Nail a niche Image
#2. The U.S. isn’t everything.

The U.S. remains an important but a smallish market for Xero, and isn't outperform the rest-of-the-world.

The U.S. is growing 17%, just a smidge faster than 15% overall growth -- and from a much smaller base. Image
Read 7 tweets

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