Speakers: David Spitz, Managing Director at Pacific Crest Marc Linden, CFO at Intacct Kathy Lord, VP Sales & CSM at Intacct Dave Kellogg, CEO at Host Analytics Alison Homlund, VP CSM at Host Analytics Presented at Pulse Conference 2015.

1. ©2015 Gainsight. All Rights Reserved.
Metrics: Talking About Churn And Retention
In The Board Room
Moderator: David Spitz – PacCrest
Marc Linden, CFO at Intacct
Kathy Lord, VP Sales/CSM at Intacct
Dave Kellogg, CEO at Host Analytics
Alison Homlund, VP CSM at Host Analytics

2. Materials Prepared for
Panel Discussion
Metrics: Talking about Churn and
Retention in the Boardroom

3. LTV vs. CAC
3
LTV CAC
?
ARR  Gross Margin
Churn
$ Cost to Acquire
a Customer

4. COMPANY METRIC METRIC FORMULA
Recurring
revenue
retention rate
Retention rate
(net dollar
retention rate)
Annual dollar
retention rate
Recurring dollar
retention rate
Net churn
Note: Includes only customers with >$5k ACV and
annual / multi-year contracts
$ implied ACV
customers t-1 end
t end
$ implied ACV
customers t-1 end
t-1 end
Selected Public SaaS Company Churn Reporting Methodologies
Source: Company filings
COMPANY METRIC METRIC FORMULA
Subscription
revenue
retention rate
Revenue
retention rate
Renewal rate
Annual
subscription
revenue
retention rate
Dollar-based net
expansion rate
Note: Excludes commissions owed and customers with
sidekick-only subscriptions
$ sub revenue
customers q-4
q
$ sub revenue
customers q-4
q-4
( )Trailing 4
Qtr. Avg.
$ implied MRR
customers t-1 end
t end
$ implied MRR
customers t-1 end
t-1 end
$ recurring revenue
customers t-1
t
$ recurring revenue
customers t-1
t-1
# vehicles added
customers t beg
t
-
# vehicles customers t beg
t beg
# vehicles lost
customers t beg
t
)(
$ recurring rev
customers t-1 end
t
$ recurring rev
customers t-1 end
t-1
$ ACV non-renewing
$ ACV expiring
100% -
t
t
$ annualized sub revenue
customers t-1 end
t end
$ annualized sub revenuet-1 end
customers t-1 end
$ agg. MRR
customers t-1 end
t end
$ agg. MRR
customers t-1 end
t-1 end
$ contracted MRR
customers m beg
m end
( )Wtd
Avg. $ contracted MRR
customers m beg
m beg
* 12
4

5. Apples & Oranges!
5
Source: Company filings
Company Name Value at IPO
Q2 128.0%
Q2 3.5%
Rally Software 127.0%
Responsys >100%
RingCentral ~99%
SciQuest 100.0%
ServiceNow 96.0%
SuccessFactors >90%
The Ultimate Software Group 96.0%
Veeva 187.0%
Workiva 97.3%
Workiva 108.4%
Yodlee 123.0%
Zendesk 120.0%
Zendesk 122.0%
Company Name Value at IPO
2U 144.4%
Amber Road 102.0%
athenahealth 97.0%
Bazaarvoice 89.7% / 91.9% (9 mo.)
Benefitfocus >95.0%
Box 130.0%
Brightcove 93.0%
Carbonite 82.0%
Carbonite 85.0%
Castlight 109.0%
ChannelAdvisor >100%
Constant Contact 97.4%
Cornerstone OnDemand 95.8%
Cvent
97% Subscription
115% Marketing
Demandware >100%
Company Name Value at IPO
Eloqua >100%
ExactTarget 110.0%
Five9 100.0%
Fleetmatics 1.8%
HubSpot 90.3%
Jive Software
95.3%, excluding upsells
113.6%, including upsells
Kenexa 89.6%
LifeLock 85.4%
LogMeIn ~80%
Marin Software >100%
Marketo ~100%
New Relic 115.0%
Paycom 91.0%
Paylocity >92%
Proofpoint 90.0%

6. Key Factors to Question
6
Source: Company filings
• External vs. internal?
• Gross vs. net?
• GAAP vs. ACV / ARR?
• What is the base period?
• Dollar vs. unit / customer?
• Pure subscription vs. inclusion of other potentially recurring business?
• Bonus: Costs to acquire / support upsells & expansions?

7. 156 respondents
Note: Survey responses as of June / July 2014
Annual Gross Dollar Churn
“What percentage of total ACV on a dollar basis churns in a given year (excluding upsells)?”
# of Responses
AnnualGrossDollarChurn
Median ≈6%
59
48
20
13
16
0 10 20 30 40 50 60 70
<5%
5-10%
10-15%
15-20%
>20%
7
Results from 2014 Pacific Crest Private SaaS Company Survey Results

8. 243 respondents
Note: Survey responses as of June / July 2014
30
15
15
39
34
35
75
0 20 40 60 80
<90%
90-95%
95-100%
~100%
100-105%
105-110%
>110%
Median ≈ 103%
100%+NetRetention
(Upsellsgreater
thanchurn)
NetChurn
(Churngreater
thanupsells)
Net Dollar Retention (Including Upsells and Expansions)
“How much do you expect your ACV from existing customers to change,
including the effect of both churn and upsells?”
# of Responses
Results from 2014 Pacific Crest Private SaaS Company Survey Results
8

9. CAC on New Customers vs. Upsells vs. Renewals
9
“How much do you spend on a fully-loaded sales & marketing cost basis
to acquire $1 of ACV from a customer?”
Source: 2014 Pacific Crest Private SaaS Company Survey
Note: Survey responses as of June / July 2014
Respondents: New ACV from New Customer: 159, Upsell to Existing Customer: 151, Renewals: 153
$0.60
$0.10 $0.06
$1.44
$0.46
$0.26
$1.07
$0.18
$0.12
$0.00
$0.25
$0.50
$0.75
$1.00
$1.25
$1.50
New ACV from New
Customer
Upsell to Existing
Customer
Renewals
75th percentile
25th percentile
Median

10. 10
KeyBanc Capital Markets is a trade name under which corporate and investment banking products and services of KeyCorp and its
subsidiaries, KeyBanc Capital Markets Inc., Member NYSE/FINRA/SIPC (“KBCMI”), and KeyBank National Association (“KeyBank
N.A.”), are marketed. Pacific Crest Securities is a division of KBCMI.
This document has been prepared by Pacific Crest Securities, a division of KeyBanc Capital Markets Inc., herein known as “PCS”.
The material contained herein is based on data from sources considered to be reliable, however PCS does not guarantee or
warrant the accuracy or completeness of the information. This document is for informational purposes only. Neither the
information nor any opinion expressed constitutes an offer, or the solicitation of an offer, to buy or sell any security. This
document may contain forward-looking statements, which involve risk and uncertainty. Actual results may differ significantly from
the forward-looking statements. This report is not intended to provide personal investment advice and it does not take into
account the specific investment objectives, financial situation and the specific needs of any person or entity.
Individuals associated with PCS or PCS itself may have a position (long or short) in the securities covered in this document and
may make purchases and/or sales of those securities in the open market or otherwise without notice.
The firm does not, and is unable to, make promises about research coverage. Research will be initiated, updated and ceased
solely at the discretion of PCS Research Management.
This communication is intended solely for the use by the recipient. The recipient agrees not to forward or copy the information to
any other person outside their organization without the express written consent of PCS.
10
Disclosures

11. ©2015 Gainsight. All Rights Reserved.
VP of Customers for Life
Host Analytics
Alison Holmlund
CEO
Host Analytics
Dave Kellogg

12. ©2015 Gainsight. All Rights Reserved.
Host Analytics Background
• Modeling, planning / budgeting, consolidation and
reporting / analytics
• Sold to Office of the CFO
• VC-backed, late-stage startup ($85M+ in VC)
• 100% SaaS model
• 500 customers
• Up-market focus (the Hyperion of the cloud)
Leader in cloud enterprise performance management (EPM)

13. ©2015 Gainsight. All Rights Reserved.
How We Calculate Churn and Renewal Rates
• Simple churn
• (Net change in ARR from existing customers / starting-ARR) * 4
• Net ARR renewal rate
• (ATR – churn) / ATR
• ATR = available to renew
• Gross ARR renewal rate
• (ATR – churn + expansion) / ATR

14. ©2015 Gainsight. All Rights Reserved.
Product-Level vs. Account-Level Churn
• Sum first = product-level churn
• Shines a bright light on product issues
• Net first = account-level churn
• Keeps focused on customer level of investment

15. ©2015 Gainsight. All Rights Reserved.
Timing Issues
• Preliminary churn numbers issued at end of quarter
• Forecast whether late renewals will happen or not
• May revise numbers if we get surprised (which rarely happens)
• Upsell is taken in the quarter it happens
• Period churn vs. contract churn
• Early renewals have no effect on net churn/renewal rates

16. ©2015 Gainsight. All Rights Reserved.
Survivor Bias

17. ©2015 Gainsight. All Rights Reserved.
How We Account for Customer Success Costs
• Customer support = COGS
• Customer success (CSM + TAM) = sales expense
• Aside: can ergo calculate two CAC ratios
• One inclusive of CS costs and expansion (all new ARR)
• One exclusive of CS costs and expansion (new business ARR)

18. ©2015 Gainsight. All Rights Reserved.
What We Report to the Board
• Simple churn
• Net ARR churn
• Gross ARR churn
• Count-based churn
• Churn by reason
• Save %
•Renewing ARR from accounts “at risk” since last renewal

19. ©2015 Gainsight. All Rights Reserved.
Cheap Plug for Kellblog (Dave’s Blog)

20. Marc Linden, CFO at Intacct
Kathy Lord, VP Sales/CSM at Intacct

21. ©2015 Gainsight. All Rights Reserved.
Intacct Background
• Kathy & Marc have been at this as a team since 2008
• Bessemer an early investor (2008) and we drank the
Kool-Aid
• SMB & mid-market, multiple channels
• Sell to the CFO – very considered purchase (high CAC,
long customer life)
• B2B, annual contracts
• Now large & robust Customer Success team

22. ©2015 Gainsight. All Rights Reserved.
How Intacct Calculates Churn
• What are you measuring – contract or customer?
• Renewal Rates - # vs $
• Define what expected renewals are (CMRR)
• Define what is a lost customer
• Define period of measurement and frequency
• Monthly measurement, reported as annualized rate
• Reported in period where contract is due (not pure CMRR)
• # lost if not normal renewal; $ equals delta CMRR (archive makes it >$0)
• Suspected/At Risk Churn

23. ©2015 Gainsight. All Rights Reserved.
How Intacct Calculates Churn cont.
• Handling Early renewals
• Reps are encouraged to get renewals ASAP
• Count in the period when renewal is due for both # & $
• Quota & commission in period when renewal is due. Can’t game
compensation
• Handling Late renewals
• Expected # & $ moved into the next period (no change in
subscription period)
• 20% commission penalty for reps & no accelerators (e.g. 80%)
• Still working to separate up-sells/downgrades & price
increases/decreases at line item.

24. ©2015 Gainsight. All Rights Reserved.
How Intacct Calculates Churn cont.

25. ©2015 Gainsight. All Rights Reserved.
How Intacct Calculates Churn cont.
Net Change in CMRR ($000s)
Subscriptions:
Direct New Bookings
Direct Debooks
Direct Renewals
Upgrades
Downgrades
First Time Archives
Cancellations
Total Direct Renewals
Direct Add-ons
Direct Subtotal
VAR New Bookings
VAR Debooks
VAR Renewals
Upgrades
Downgrades
First Time Archives
Cancellations
Total VAR Renewals
VAR Add-ons
VAR Subtotal
CPA/BPO/ISV
Total Subscriptions

26. ©2015 Gainsight. All Rights Reserved.
How Intacct Accounts for Customer Success Costs
• Tracked by Channel
• Support costs are CoGS
• Customer Success (renewal reps, SAMs, Community)
costs are Sales
• Customer Success costs excluded from CAC.
Planned and reported as a % cost of renewal
(reflected this way in CLV model)

27. ©2015 Gainsight. All Rights Reserved.
Customer Success Metrics Intacct Reports to the Board
• By channel
• $ & # churn
• Churn components trended
• Voluntary/involuntary churn
• Total Installed Base performance (Add-ons + $ Churn)
• $ add-ons/installed base customer
• % Cost of Renewals

28. ©2015 Gainsight. All Rights Reserved.
And now…from Intacct ERP!

29. THANK YOU