The SaaS industry has invented its own vocabulary over the past 20 years and dozens of acronyms – ICP, TAM, GTM, CAC, and TCV, just to name a few. Venture capital investors have developed hundreds of different metrics to measure growth (e.g., ARR, viral coefficient), efficiency (e.g., CAC payback period, magic number), and retention (e.g., quick ratio, NRR). In this glossary, we will define all the key terms used by SaaS go-to-market organizations, including not just marketing, but also sales, customer success, product management, and finance keywords as well. The Bantrr glossary is a work-in-progress expected to be completed later in the year, but below are the key terms defined so far.
IPO – Initial Public Offering
An initial public offering (IPO) occurs when a privately held company owned by…
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On Premise
On-premise refers to software or technology run in a customer-owned or operated data…
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Perpetual License
A software license model in which the customer is granted lifetime rights to…
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Post-Contract Support
Post-contract support (PCS) refers to the ongoing technical support software companies provide customers…
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Product-Led Growth – PLG
A go-to-market strategy that enables customers to discover, adopt, and purchase software in…
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SaaS Professional Services
Professional services are offered by many SaaS companies to help customers implement, customize,…
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