Learn what it takes to scale your SaaS
Over 1,200 STUDENTS and counting
The SaaS Metrics Foundation is the ultimate digital SaaS community and course for founders, CFO's, C-suite, finance, accounting, and service providers.
SIGN UP TODAY!
SaaS finance education and resources
Thriving digital community
and mobile app
Live workshops, AMA's, and accountability
Join the ultimate SaaS community, 24/7
Get access to an unparalleled community of over 700 other SaaS professionals scaling their businesses alongside you. Connect, collaborate, and give and get support. Here, there are no wrong questions.
Get accountable and
stay accountable
You'll get the support and resources you need with live training sessions and AMA's on SaaS finance, metrics, and accounting. 1 year later? 2 years later? Students receiving ongoing support.
Refine your data, calculate your metrics, and execute!
It's a journey! Start with the theory then learn learn how to implement the right data and metrics – whether you're just getting started or already up and running.
Gain serious business chops and knowledge
If you're not into fluffy stuff, you're in the right place. My flagship SaaS Metrics Foundation course will save you years of lost time and countless dollars spent.
Our students are just like you
Some are just starting. Some are already implementing. Some are pros. Inside, they're taking action – together.
VERY FEW CFO'S WHO ACTUALLY GET METRICS
“There are very few CFO's who actually get metrics and how to use them. I was not disappointed! I was very impressed with the detail, quality of answers and depth of knowledge!”
Karen L
CONSULANT
COMPLETED OUR COMPANY'S DASHBOARD
“Completed the course last evening and wanted to thank you for a very useful course. The organization of the course made it immediately implementable. I completed our company's own SaaS metrics dashboard while going lesson by lesson.”
Johnny C
LIVE COHORT STUDENT
THE MOST VALUABLE COURSE
“It has been the most valuable course I have attended for decades, if not ever! I think it's way too cheap for the content you're providing...”
Rob
SAAS CEO
Our students represent many SaaS roles
CFO
Founder
Controller
VP of Finance
CMO
CRO
Frac. CFO
Bookkeeper
Fin. Analyst
Accountant
COO
Investor
I've been there.
From financial analyst to SaaS CFO to Fractional SaaS CFO and coach. From budget season to annual audits and private equity exits. I've done the debits and credits to close the books and presented the numbers in those tense Board meetings.
That's me! Far left. With my fractional team.
I started my career in customer service at mutual fund company, transitioned to become a mainframe programmer (yes, really!) and then got my MBA in finance in accounting.
I started my finance and accounting career in the corporate FP&A department at a major airline. In the early 2000's, I transitioned to my first software finance role at a Fortune 20 company.
I moved up the ranks of FP&A to SaaS CFO and also got my CPA along the way. I've been in the finance and accounting trenches. Working on Board slides at 3am, drafting the MD&A for the 10-Q release, working weekends during budget season, creating countless budgets and forecasts, and mastering SaaS finance and metrics along the way.
Founder of: TheSaaSCFO.com & TheSaaSAcademy.com
- 20+ years in finance and accounting
"Exciting times for us here at Keelvar. I found your course and materials to be extremely helpful in preparing for our Series B."
Michael Murray
Financial Controller at Keelvar; $24M Series B Raise
Join founders, executives, and finance from these top companies (to name a few) have enrolled in SMF:
0.4%
Percentage of SaaS businesses that reach $10M. Let's improve those odds with the SaaS Metrics Foundation. Don't be a preventable casualty.
30K+
The number of SaaS companies around the world. You have a lot of competition. Numbers are your competitive advantage.
$274B
The global SaaS market is huge and expected to reach $1.2 trillion in 10 years. There is a lot of opportunity if you scale your SaaS with a metrics playbook.
"Whipping a company into shape: I took over as CFO at a time when we needed some rigorous answers quickly about our finances. I knew the business really well. But Ben taught me exactly how to make our finances into a repeatable process that made us look great in front of investors...and I feel like I barely scratched the surface of what he was teaching. Overwhelming value."
GRANT CAVANAUGH
CEO
"One of the best in the market. You get more than what you pay for. Ben is really meticulous and knowledgeable in this area and would recommend everyone in SaaS finance to take this course."
JACKSON KUNGU
MANAGING DIRECTOR
Knowledge is power. Community is your support group.
SMF will help you overcome...
- The fear of not knowing where to start
- The fear of your business failing
- The fear of doing it alone, without support
- The fear of thinking you're unqualified
- The fear of not having enough time
- The fear of not having enough money
The Course Curriculum
Here's how it works. You receive instant on-demand access to the phase or phases that you register for. We'll hold live sessions starting October 7, 2025, beginning with Phase 1 and continuing to Phase 4. You'll join the live sessions for the phase or phases that you registered for.
Each live session phase is 2 weeks. We meet 2x per week on Tuesdays and Thursdays at 9am PT. Each live session is recorded and lasts for 1-1.5 hours.
Live Session Schedule (all are recorded too!)
Phase 1 - Oct 7, 10, 21, 23
Phase 2 - Oct 28, 30, Nov 4, Nov 6
Phase 3 - Nov 11, 13, 18, 20
Phase 4 - Dec 2, 4, 9, 11
✔️ Also consume lessons asynchronously
✔️ 40 worksheets to kickstart your process
✔️ On all devices + mobile app
✔️ Taught by Ben Murray
✔️ Certificate of completion
SAVE YOUR SEAT!What's Inside the Course 👇
And how to enroll!
Phase 1 - Data
Overview
Most SaaS operators run on gut feel because their financial data is a mess. In the SaaS Metrics Foundation - Phase 1, you’ll master the 4 Key SaaS Finance Data Sources.
Lessons
Financial Data | Customer / Revenue Data | Bookings Data | HRIS Data
Phase 2 - SaaS P&L
Overview
Your P&L isn’t just an accounting form—it’s the engine for margins, cost structure, and financial credibility. In this phase, you’ll build a clean, SaaS-optimized P&L with clear revenue streams, accurate COGS vs. OpEx, and true margins by revenue type.
Lessons
SaaS P&L | Gross Profit | Margins by Revenue Stream | OpEx Profile | Rule of 40 | EBITDA
Phase 3 - Growth & Retention
Overview
Top-line growth looks great in a pitch deck—but in SaaS, it’s worthless if you can’t keep the customers you win. In this phase, you’ll learn how to measure and manage both sides of the revenue equation: driving new ARR in the door and keeping it year after year.
Lessons
New Bookings | Expansion Bookings | CARR | Gross Revenue Retention | Net Revenue Retention | Customer Retention
Phase 4 - Efficiency
Overview
In SaaS, growth at any cost is a fast way to run out of cash. That’s why the best operators obsess over efficiency—knowing exactly what it costs to acquire and expand customers, how quickly those dollars come back, and whether the return is worth the investment.
Lessons
Cost of ARR | SaaS Magic Number | Customer Acquisition Cost (CAC) | LTV to CAC | CAC Payback Period | ROSE Metric
Enroll in One Phase, Multiple, or All Phases
My goal is to make this course more accessible and affordable by splitting the course into 4 phases. Only need help with go-to-market efficiency metrics, for example? Then enroll in Phase 4. Pick one phase, multiple phases, or all phases. The course is phased in order of how you progress through your metrics build.
Just add the phase or phases to your cart and check out. Or grab all 4 phases and receive a 25% discount.
Phase 1 - Data Foundation
Most SaaS operators run on gut feel because their financial data is a mess. In the SaaS Metrics Foundation - Phase 1, you’ll master the 4 Key SaaS Finance Data Sources.
- Financial Data
- Customer / Revenue Data
- Bookings Data
- HRIS Data
You can finally trust your numbers. This phase is the building block of your financial process. Get this right, and you’ll produce the data for Board-ready metrics, make better financial decisions, and walk into investor meetings with confidence.
Phase 2 - From P&L Chaos to Investor-Ready Clarity
Your P&L isn’t just an accounting requirement—it’s the engine that powers your margins, cost structure, and financial credibility. In this phase, you’ll learn how to:
- Build a clean, SaaS or AI-optimized P&L
- Calculate your overall gross profit
- Calculate margins by revenue stream
- Understand how your OpEx profile scales
- Calculate Rule of 40 and EBITDA (private equity loves these)
No more guessing at profitability or hidden margin leaks—you’ll have precision numbers that show exactly where to focus to grow efficiently.
Phase 3 - Drive Growth You Can Keep
Top-line growth looks great in a pitch deck—but in tech, it’s worthless if you can’t keep the customers you win. In this phase, you’ll learn how to measure and manage both sides of the revenue equation: driving new ARR in the door and keeping it year after year.
In the Growth module, you’ll master tracking and reporting the lifeblood metrics of your recurring revenue business:
- New bookings
- Expansion bookings
- Committed ARR
In the Retention module, where you’ll go deep into the metrics that reveal the real health of your business
- Gross Revenue Retention
- Net Revenue Retention
- Logo / User Retention.
You’ll see exactly where churn and contraction are hitting your numbers, how expansion offsets them, and how to forecast revenue with precision.
Phase 4 - Efficiency
In SaaS, growth at any cost is a fast way to run out of cash. That’s why the best operators obsess over efficiency—knowing exactly what it costs to acquire and expand customers, how quickly those dollars come back, and whether the return is worth the investment.
In this phase, you’ll master the four core Go-to-Market efficiency metrics that every operator and investor tracks:
- CAC (customer acquisition cost)
- CAC Payback Period
- Cost of ARR
- LTV to CAC
- Magic Number
Once you’ve mastered GTM efficiency, it’s time to measure how effectively your entire organization turns investment into recurring revenue. The ROSE Metric (Return on SaaS Employees) looks beyond sales and marketing to capture the full cost of growth—including product, customer success, etc. You’ll know whether you’re scaling in a healthy, sustainable way, and where to focus resources for maximum impact.
Enroll in All Phases - Save 25%
Grab all lessons, modules, templates, lifetime access, community access, and future updates.
You'll receive instant on-demand access and access to the live sessions beginning October 7th. All live sessions are recorded and stored in your course library.
Questions? Message me via Drift here.
Group discounts available for your team.
10 Great Bonuses!
Yes, even more value and learning. Sign up today for any phase and receive an additional course module with these custom lessons. You won't find these lessons in any other course out there.
6 Months of Access to my SaaS Metrics Dashboard App
The “Y Combinator” Pitch Deck Templates to impress your investors
My latest and greatest SaaS forecast model that I use on the frontlines
Deep dive lessons on cohort analysis and my cohort analysis template
Learn about the "Upsell Rate" concept. This will help your expansion sales team
Lessons on my top 4 professional services metrics
Customer success plays an important role in retention! Learn how to measure the ROI of CS.
Don't get in caught the "growth trap!" Learn how operating leverage works in SaaS companies
My custom Excel add-in to make you more efficient in Excel
Ben's Rolodex of SaaS advisors...attorneys, investment bankers, tax CPAs, SaaS bookkeepers, fractional CROs, etc.
Learn from someone who actually is a SaaS CFO
(and not another "CFO" who's only sold courses)
SMF
Others
Access to Ben's proven 5 Pillar SaaS Metrics Framework that have helped thousands of SaaS businesses
Over 40 templates of metrics worksheets and forecast models to calculate and execute your business plan
Live weekly sessions with Ben Murray, The SaaS CFO - with the opportunity to ask your questions live
some
Virtual support in the Watercooler, access to AMA's, and monthly webinars with guest SaaS experts
Your business friends
are waiting inside
SAVE YOUR SEAT! LIMITED SPOTS!
All of our material is digital.
Learn at your own pace.
The SaaS Metrics Foundation is entirely digital, giving you the freedom to learn from anywhere, whether you are at home, on the road, or in the office.
SMF is the best of both worlds. Live sessions with Ben and content on-demand. You receive lifetime access to all lessons, content, templates, and FUTURE lessons.
After the live sessions, students often refresh their knowledge with the on-demand content or receive support in the Watercooler community.
What students are saying:
"Most [growing] businesses have the same challenge: setting up the right financial foundation to create transparency that supports scale. I attended Ben's SaaS Metrics Foundation Live sessions back in 2022. I have since applied the learnings in 3 different software businesses all with great success."
Sven Burg
FINANCE
"As VP of Ops for a high-growth SaaS business, it was critical for me to have a deep understanding of the financial drivers and KPIs for the business. Sure, there are plenty of free resources online, but Ben's SaaS metrics class offers a structured and efficient walkthrough of how to think of a SaaS business. It has provided great insight and value, and saved me a ton of time!"
Adi MR
FINANCE
“I recently completed the SaaS Metrics Foundation Live course and it was great. As a SaaS CFO for a number of years, it was good to see a system and framework for SaaS metrics that clearly defined explained and categorized these metrics. Lastly I should mention that Ben is very knowledgeable and is a great instructor.”
Paul McClure
CFO
"I recently completed a SaaS course, and it was an amazing experience! This course is suitable for beginners and advanced learners alike who are interested in gaining a deeper understanding of SaaS. Ben, was fantastic at explaining the concepts in a clear and concise manner, making it easy for everyone in the class to understand."
Guy Levy
CFO
"There are very few CFO's who actually get metrics and how to use them. I was not disappointed! I was very impressed with the detail, quality of answers and depth of knowledge! I feel I gained the depth of how to develop the key metrics and the understanding of how to use the metrics. This is the first place I have seen such depth and quality. Thank you Ben."
Karen L
VP FINANCE
"I can say without a doubt that buying Ben’s live course was the single greatest investment I have made in myself regarding the business finance (and acquisition of business knowledge in general). It’s a blessing that Ben has decided to take the path of helping and educating others because he truly knows the ins and outs of SaaS & SaaS finance."
Cole Gonzales
FOUNDER
SMF is FOR you if:
- You want to master standard SaaS KPIs.
- You want to use metrics to grow revenue, reduce churn, and increase profitability.
- You want to know exactly what to measure and report to drive performance and hold teams accountable.
- You want to master advanced analysis techniques to identify trends and growth opportunities.
- You want to automate metrics calculations and reporting and eliminate manual processes.
SMF is NOT for you if:
- You’re looking for a quick-fix strategy instead of building a solid foundation in SaaS metrics and sustainable growth.
- You’re unwilling to commit to deepening your understanding of SaaS metrics, analyzing data, and applying insights to real-world scenarios.
- You aren't committed to your personal and professional development, or to help strengthen your SaaS company.
- You’re expecting 1-1 coaching. This course is designed as a structured cohort program with a strong community focus, empowering you to master SaaS metrics at your own pace.
Your most frequently
asked questions:
Will I receive a course completion certificate?
I'm a finance novice. Will the metrics sessions be way over my head?
What types of roles and experience levels have enrolled?
Can I share my login?
I'm a SaaS founder/CEO/executive. Do I need to know this finance stuff?
How long do I have access to the course?
Would this be good for my outsourced accountant, bookkeeper, fractional CFO?
I'm a product/sales/marketing leader. Do I need to know this?
Do you offer group discounts?
I have more ?'s for Ben. Can we chat live?
Go ahead, write us off. Literally.
This program isn't free. But for business owners, it's a regular expense on your P&L. SMF is a business expense which means you can deduct it from your taxes. But always consult with your tax CPA :) And the course fee is often reimbursed by your employer.
SIGN UP TODAY!
Need assistance?
Chat with Ben!
Have a question about the SaaS Metrics Foundation? Message me via Drift here! I'll get back to you right away..
Don't get left behind!
You won't regret starting, but you will regret waiting. And watch others pass you by. If you are standing still, your competition is passing you by.
Understanding your numbers is a competitive advantage.
