B2B SaaS

This cookbook is for B2B SaaS companies with accounts, subscriptions, product usage, billing, and satisfaction data. The examples use CloudFlow, a fictional workflow SaaS product.

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Who this is for

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Get started

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See it in Vizkraft

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Your data

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Tables to mark during indexing

• Subscriptions — MRR, ARR, and churn
• Subscription events — lifecycle and conversion
• Usage daily — adoption and health signals
• Accounts — segment and region views

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Dashboards to build

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Revenue and retention

Answers: How is recurring revenue trending and which accounts are at risk? Include MRR, ARR, net retention, and churn KPIs; an MRR trend line; MRR by segment; and an at-risk accounts table.

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Product usage

Answers: Are customers actually using the product? Include DAU, WAU, and stickiness KPIs; daily active users over time; feature adoption bars; and a scatter of seats versus usage.

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Trial conversion

Answers: How effectively do trials become paying customers? Include a trial → activated → paid funnel, conversion by segment, and trial starts over time.

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Customer health

Answers: Which accounts need attention or expansion? Include NPS and at-risk account KPIs; NPS by segment; and a table of expansion candidates.

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Questions to ask by role

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Example conversations

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MRR trend

Ask: Show MRR by month for the last 12 months. You should see a line chart with month-over-month change and short insight notes on growth or churn months. Try next: Break down MRR by customer segment.

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Trial conversion

Ask: How many trials converted to paid this month by segment? A funnel plus segment breakdown helps RevOps and CS prioritize outreach.

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Metrics worth defining

Add these to Connector memory if your team uses custom formulas:

• MRR — sum of active subscription monthly amounts
• ARR — MRR × 12
• Net revenue retention — (starting MRR + expansion − churn) ÷ starting MRR
• Churn rate — churned MRR ÷ starting MRR
• Stickiness — DAU ÷ MAU