In this episode of Metrics that Measure Up, we are joined by Byron Deeter, Partner at Bessemer Venture Partners, and one of the founding fathers of SaaS and Cloud Metrics. Byron first published the 10 Laws of being SaaSy in 2008.  Over the years, B2B SaaS metrics evolved, and Byron subsequently published the 10 Laws of Cloud in 2019, which include the 6 C's of Cloud Finance. Over the years, BVP has led investments in leading Cloud Companies including DocuSign, Twilio, SendGrid, Eloqua, Shopify and LinkedIn, BVP, and specifically Byron have a world of insights and experience to share with the new entrepreneur, first-time founder and even experiences SaaS or Cloud executive. Bessemer also publishes the Cloud 100, which highlights the Top 100 private Cloud Companies and the BVP 100 Index of publicly traded SaaS and Cloud Companies In today's episode we discuss the insights that the CAC Payback period provides as you evaluate how to accelerate ARR growth, the impact of "marginal" spend on non-organic and paid media customer acquisition.    Why you may need to identify your SECRET KPI, some examples of some predictive KPIs identified by Twillio, Docusign, and Shopify.  Why conducting cohort-based Gross Dollar Retention and Net Dollar Retention Rates is critical to ensure you are not under-reporting churn. If you love SaaS and Cloud Metrics, or just want to take Byron's advice to be a scholar of the industry, this podcast is a must-listen.