Benchmarking Your Company- The Why & How August 15, 2019 11am-12noon PST|2-3pm EST A SaaS Conversation with Eric Mersch,CFO, FLG Partners www.opexengine.com

Housekeeping All phones on mute, if you hear an echo, try dialing in on a landline and make sure that the sound on your computer is turned off You can send questions in chat to the moderator; we’ll take questions throughout and have Q&A at the end of the discussion Follow up discussion and questions thru the SaaS Q&A at www.opexengine.com www.opexengine.com

Dedicated, proprietary benchmarking platform for Software & SaaS Benchmark Data, Content & Community Dedicated, proprietary benchmarking platform for Software & SaaS 3rd party, independent benchmarking 10 year longitudinal database Founded 2007 Hundreds of private and public Software & SaaS EARLY STAGE GROWTH STAGE ENTERPRISE www.opexengine.com

Welcome to SaaS Conversations Eric Mersch, CFO, FLG Partners Eric joined FLG in 2018. He has nearly 20 years of executive finance experience, including twice serving in public company Chief Financial Officer roles. Currently, he serves as Chief Financial Officer for Percolate, an Enterprise SaaS company delivering a Content Marketing Platform. Lauren Kelley, Founder & CEO OPEXEngine Lauren Kelley is the founder of OPEXEngine. She founded OPEXEngine to solve the problem that high tech companies lack good quality benchmarks from an independent provider — especially operational benchmarks — to reduce risk and improve efficiency and growth. www.opexengine.com

Quick Assessment Strategies for New CFOs Initial information gather by a new CFO reveals: company’s ability to track performance and operations adherence to industry standard definitions quality of reporting (sophistication, data-driven) how high level metrics compare to benchmarks www.opexengine.com

Metric Definitions Need to be Industry Standard to have meaning… Cost of Revenue/Goods Bookings, Billings, CARR Customer Acquisition Cost (CAC) range of definitions non-standard Customer “Success” recurring, variable, easy to misdefine “juicing” numbers who’s defining the numerator and denominator? Are you including “Freemium”? www.opexengine.com

Digging Into Growth Performance Sales Expense & Headcount compared to benchmarks Marketing Expense & Headcount Customer Acquisition Cost www.opexengine.com

Benchmarks Set Context in Budgets CFOs use Benchmark analysis to: Inform the annual and bi-annual budgeting process Communicate the context of the numbers with the Management Team and Board Set expectations on what the targets for performance and expenses should be Help build collaboration among the Management team by seeing resource allocation benchmarks   www.opexengine.com

Audience Questions The board thinks we should spend more in Sales because our revenue growth isn’t high enough, but we are a transactional business, more like B-2-C and maybe should be spending more in Marketing. How can I use benchmarks to improve this discussion? How much time does it take to fill out the benchmarking? We sell healthcare management apps. I’m looking for benchmarks for peers in my space? How many companies participate in the benchmarking? www.opexengine.com

Audience Questions Cont. We are transitioning from a perpetual model to SaaS, do you have benchmarks for companies like ours? Does OPEXEngine just have data for highly funded, fast growth companies? What kind of filters do you have; how do I get benchmarks for companies with similar business models to ours? Does adding benchmark numbers give me credibility with my board? www.opexengine.com

An Independent SaaS Benchmarking Community BenchmarkEngine™ analytics platform Monthly SaaS Finance Webinars, Bi-Annual SaaS Finance Meet-Ups Network Discuss with SaaS Finance peers Get answers to questions Share best practices 2019 informational surveys 2019 SaaS Sales Planning Survey – report in Q2 Employee productivity, hiring and retention costs and practices – report in Q4 Contact us at info@opexengine.com www.opexengine.com

We deliver actionable benchmark analytics for Cloud, SaaS and software companies to increase operational efficiency and growth lauren@opexengine.com www.opexengine.com 617-674-4218 Waltham, MA