Marketing terms, defined plainly.

No jargon without context. Every definition here comes from the work we do installing the Marketing OS for B2B founders.

SaaS Quick Ratio

The SaaS quick ratio measures growth efficiency by comparing revenue gained (new plus expansion) to revenue lost (churn plus contraction) in a period. A ratio above 1 means you are growing faster than you are losing. It reveals whether growth is healthy or being undermined by churn.

The quick ratio cuts through a flattering top-line number to ask a blunt question: for every dollar of revenue you add, how much are you losing out the back? A ratio of 4 means strong, efficient growth. A ratio near 1 means you are adding and losing at nearly the same rate, which is exhausting and fragile, however good the growth number looks.

Example:

Adding $400k in new and expansion revenue while losing $100k to churn gives a quick ratio of 4, meaning growth strongly outpaces losses.

What is a good SaaS quick ratio?

Above 1 means growth outpaces losses. A ratio of 4 or higher signals efficient, healthy growth; near 1 signals churn is undermining new revenue.

What does the quick ratio reveal that growth rate hides?

Whether your growth is efficient. A healthy growth rate can mask heavy churn if you are adding and losing revenue at similar rates.