Summary: <br> How to reach out to Jonathan Cronstedt:<br> <a href="https://www.linkedin.com/in/cronstedt/" target="_blank" rel="noopener noreferrer"> </a> <a href="https://twitter.com/thejcron" target="_blank" rel="noopener noreferrer"> </a><a href="https://twitter.com/Kajabi" target="_blank" rel="noopener noreferrer"> </a><br> Which business metrics does your company track? Many businesses pay detailed attention to the performance statistics surrounding individual marketing campaigns but fail to consider the broad measures indicative of overall success. By minimizing efforts to analyze and understand key metrics not directly linked to marketing efforts, such as customer ascension and retention, companies limit their potential for success.<br> This week we interviewed Jonathan Cronstedt, president of Kajabi. <a href="https://newkajabi.com/" target="_blank" rel="noopener noreferrer">Kajabi</a> is a platform for building, marketing, and selling your own online knowledge products.<br> According to Jonathan Cronstedt, companies can break free from their reliance on specific but not necessarily generalizable metrics and experience greater business success by shifting to a more comprehensive business model, known as SaaS. Jonathan describes SaaS as a unique language connecting companies to their customers.<br> The Pirate Metrics<br> Your business may not be using all of the right metrics, but that doesn’t mean you aren’t already on the right track. There is some overlap between traditional business strategy and the SaaS business model, but when following SaaS, your company may need to consider a greater volume and variety of metrics. In SaaS business strategy, there are four primary metrics:<br> <br> * Acquisition<br> * Activation<br> * Ascension<br> * Retention<br> <br> These factors have been humorously nicknamed the “pirate metrics” because their acronym (AAAR) spells out a common pirate expression. Despite an amusing title, the pirate metrics are a serious tool that allows businesses to better evaluate company performance at various levels. They can even reveal intricate patterns in customer behavior. Jonathan breaks down each of these factors, demonstrating how much information businesses can gain by studying SaaS metrics.<br> Acquisition<br> Most businesses are fairly preoccupied with customer acquisition. Many companies monitor data to learn which sources are the most successful in providing traffic to their company site and which digital marketing campaigns receive the highest engagement levels. SaaS acquisition metrics can be used to better understand how and from where people are channeled to your site. These metrics can guide business decisions regarding how and where to advertise, as well as provide some information about target audiences.<br> Customer acquisition can come from a variety of sources, including organic content marketing, posting in online community platforms, paid traffic, and more. In Jonathan’s experience with SaaS marketing, there is no single superior acquisition method. But, in his years of SaaS strategy work, Jonathan has noticed the pattern that, on average, warm outreach efforts are more successful than cold outreach. This shows the clear benefit of relationship-building in business strategy.<br> Activation<br> Getting site views might not make you rich, but convincing visitors to become paying customers might. The activation phase of the SaaS strategy is all about encouraging your site visitors to embark on a journey with your company. SaaS metrics may clarify what factors are most influential in pushing consumers to opt-in to services or agree to buy a product.<br> At Kajabi, Jonathan and the team offer site visitors a free 14-day trial. This period allows users to get familiar with the platform and reach out to <a href="/insights/improved-customer-experience-podcast" target="_blank" rel="noopener noreferrer">customer service</a> with any questions before commit...
