SaaS companies have a lot of expectations placed on them when they’re asked to talk financials. Having a good product that makes money isn’t enough – they need growth, expansion and hard numbers to back both of them up.

One of the metrics that you might have seen when combing through blog posts from other SaaS companies is TCV – Total Contract Value.

What exactly does this term mean, and is it a useful one for your business to keep track of? Find out now!

## The Definition of TCV

Each customer is generating money for you. This money can be expressed in a number.

Sometimes that figure is negative, if they’re on a free plan and costing you money in support time and bandwidth. But as many companies have shown, you can absolutely strike a good balance of free and paid plans and still make a solid profit.

Each time they start using your service, they’re holding up their end of the contract. That contract is an agreement where you provide software to fill their needs, and they provide money to keep your development team paid and continue coming up with updates.

The total contract value of a customer is the value, in dollars, that they bring to your company over the length of time that their contract entails.

Pretty simple, right? Let’s look at some examples.

## An Illustration of Total Contract Value (TCV)

Imagine you have a customer who clicks “buy” on your website.

They select the three-month option at fifty dollars per month.

That means their “contract” with you is three months long, and so we multiply that monthly fee by three to get the total value of the contract.

In the end, that contract is worth $150.

Definitely remember here that you can’t describe month-to-month contracts as “infinite” contract values. It seems kind of silly when you write it out like that, but a surprising number of people think of recurring contracts as if they’ll last forever. The total contract value only lasts until the renewal date comes around.

## Add Some Fees** **

Suppose there’s an onboarding fee? Don’t forget to add in any one-time charges that a customer might encur. If the fee was $10, then the same three-month contract has a total value of $160.

It works the same with promos, of course. Everybody’s got promo codes floating around the Internet that give you a couple of bucks off a purchase. As you might expect, those work like negative one-time fees and remove value from a contract.

All told, a TCV is calculated using the *net* total revenue brought in during each contract period, plus additional fees and minus one-time discounts.

## When to Use Total Contract Value** (TCV)**

Although there is a school of thought saying that TCV is a poor metric (we’ll get into that in a little bit) there are a few important things it can tell you.

First, you can gather more data about customer demographics. It’s literally always a good idea to create more data points about the different groups of people that use your product!

By looking at your customers through the lens of TCV, you’re able to find which demographics tend to purchase longer contracts, and which tend to purchase shorter contracts.

You’ll also be able to see if you’re missing out on opportunities to market contracts of different length or apply discounts to make people believe they’re getting a better deal. This information will give your sales team an edge over the competition.

Second, you can balance your TCV against your Customer Acquisition Cost (CAC) to figure out which of your contracts are actually worth the effort you’re putting into them.

If your Customer A has a two-year contract at $99 per year, and Customer B has a three-year contract at $150 per year, it sure looks like Customer B is better for your business. But perhaps customers like Customer B take more than three times the initial outlay to attract as Customer A! The TCV balanced against the CAC brings that into the light of day.

## The Big Problem with Total Contract Value (TCV)

However, there is one extremely important thing to remember about the concept of TCV that makes a big difference for just about every aspect of your financial reporting.

Who’s got the *money*?

If you’ve signed up a user for the two-year plan at $1000 per year, you may think you have a $2000 customer. And that’s what TCV would in fact tell you.

But you only have what they’ve actually taken out of their pockets. The customer could very easily cancel in the middle of the year and leave you high and dry come the next payment cycle. If you had been using TCV to come up with your revenue predictions, you might be quite a bit off from reality!

Now, contracts can certainly include penalty clauses for breaching them, but how rarely are they really going to be enforced? If the customer has a legitimate reason for canceling (such as a lack of support on your part, missing features, problems with their own business) then you risk a major PR headache from enforcing a penalty clause.

For that reason, the only way to truly integrate multi-year TCV calculations is by dealing with only prepaid deals. That value promised by the contract can’t be counted until it’s in your hands.

Since revenue is what constitutes TCV, here are 57 examples of annual contract value (ACV) SaaS metrics from private B2B SaaS businesses, along with monthly (MRR) and annual (ARR) recurring revenue stats. We’ve compiled data from companies with both high and low ACV.

**57 Examples of Annual Contract Value (ACV) from Private B2B SaaS Businesses (+ Recurring Revenue – ARR, MRR)**

Seeforge has an annual contract value of $108, with annual recurring revenue of $5400 and monthly recurring revenue of $450. Source: getlatka.com/companies/seeforge |

Ease.Space has an annual contract value of $708, with annual recurring revenue of $7788 and monthly recurring revenue of $649. Source: getlatka.com/companies/ease.space |

Actiondesk has an annual contract value of $3000, with annual recurring revenue of $12000 and monthly recurring revenue of $1000. Source: getlatka.com/companies/actiondesk |

Attentive has an annual contract value of $4800, with annual recurring revenue of $14400 and monthly recurring revenue of $1200. Source: getlatka.com/companies/attentive |

Strattic has an annual contract value of $600, with annual recurring revenue of $18000 and monthly recurring revenue of $1500. Source: getlatka.com/companies/strattic |

Suitecrm has an annual contract value of $180, with annual recurring revenue of $18000 and monthly recurring revenue of $1500. Source: getlatka.com/companies/suitecrm |

Shedwool has an annual contract value of $480, with annual recurring revenue of $24000 and monthly recurring revenue of $2000. Source: getlatka.com/companies/shedwool |

Auvenir has an annual contract value of $1200, with annual recurring revenue of $28800 and monthly recurring revenue of $2400. Source: getlatka.com/companies/auvenir |

Devslopes has an annual contract value of $240, with annual recurring revenue of $31200 and monthly recurring revenue of $2600. Source: getlatka.com/companies/devslopes |

Frank has an annual contract value of $3600, with annual recurring revenue of $36000 and monthly recurring revenue of $3000. Source: getlatka.com/companies/frank |

Academyocean has an annual contract value of $2400, with annual recurring revenue of $36000 and monthly recurring revenue of $3000. Source: getlatka.com/companies/academyocean |

Illumineto has an annual contract value of $360, with annual recurring revenue of $36000 and monthly recurring revenue of $3000. Source: getlatka.com/companies/illumineto |

Nameshouts has an annual contract value of $300, with annual recurring revenue of $51000 and monthly recurring revenue of $4250. Source: getlatka.com/companies/nameshouts |

SlidesUp has an annual contract value of $5400, with annual recurring revenue of $54000 and monthly recurring revenue of $4500. Source: getlatka.com/companies/slidesup |

Vshsolutions has an annual contract value of $90, with annual recurring revenue of $54000 and monthly recurring revenue of $4500. Source: getlatka.com/companies/vshsolutions |

Growyourbase has an annual contract value of $6000, with annual recurring revenue of $78000 and monthly recurring revenue of $6500. Source: getlatka.com/companies/growyourbase |

Missinglettr has an annual contract value of $160, with annual recurring revenue of $96000 and monthly recurring revenue of $8000. Source: getlatka.com/companies/missinglettr |

Analyticsintelligence has an annual contract value of $17143, with annual recurring revenue of $120000 and monthly recurring revenue of $10000. Source: getlatka.com/companies/analyticsintelligence |

Pixelme has an annual contract value of $400, with annual recurring revenue of $120000 and monthly recurring revenue of $10000. Source: getlatka.com/companies/pixelme |

Mailinator has an annual contract value of $420, with annual recurring revenue of $126000 and monthly recurring revenue of $10500. Source: getlatka.com/companies/mailinator |

Richpanel has an annual contract value of $2400, with annual recurring revenue of $168000 and monthly recurring revenue of $14000. Source: getlatka.com/companies/richpanel |

Chefsforseniors has an annual contract value of $2954, with annual recurring revenue of $192000 and monthly recurring revenue of $16000. Source: getlatka.com/companies/chefsforseniors |

Rheaply has an annual contract value of $14400, with annual recurring revenue of $201600 and monthly recurring revenue of $16800. Source: getlatka.com/companies/rheaply |

Prospect has an annual contract value of $510, with annual recurring revenue of $204000 and monthly recurring revenue of $17000. Source: getlatka.com/companies/prospect |

Recapped has an annual contract value of $2400, with annual recurring revenue of $240000 and monthly recurring revenue of $20000. Source: getlatka.com/companies/recapped |

Hellotars has an annual contract value of $1600, with annual recurring revenue of $240000 and monthly recurring revenue of $20000. Source: getlatka.com/companies/hellotars |

Likvido has an annual contract value of $857, with annual recurring revenue of $300000 and monthly recurring revenue of $25000. Source: getlatka.com/companies/likvido |

Ppcscope has an annual contract value of $492, with annual recurring revenue of $317832 and monthly recurring revenue of $26486. Source: getlatka.com/companies/ppcscope |

Theroishop has an annual contract value of $7000, with annual recurring revenue of $350004 and monthly recurring revenue of $29167. Source: getlatka.com/companies/theroishop |

Outbound has an annual contract value of $3600, with annual recurring revenue of $360000 and monthly recurring revenue of $30000. Source: getlatka.com/companies/outbound |

Weblium has an annual contract value of $120, with annual recurring revenue of $390000 and monthly recurring revenue of $32500. Source: getlatka.com/companies/weblium |

Revenuecat has an annual contract value of $3120, with annual recurring revenue of $405600 and monthly recurring revenue of $33800. Source: getlatka.com/companies/revenuecat |

Simvoly has an annual contract value of $204, with annual recurring revenue of $408000 and monthly recurring revenue of $34000. Source: getlatka.com/companies/simvoly |

Tchop has an annual contract value of $27600, with annual recurring revenue of $414000 and monthly recurring revenue of $34500. Source: getlatka.com/companies/tchop |

Calibermind has an annual contract value of $36000, with annual recurring revenue of $432000 and monthly recurring revenue of $36000. Source: getlatka.com/companies/calibermind |

Zapable has an annual contract value of $297, with annual recurring revenue of $445500 and monthly recurring revenue of $37125. Source: getlatka.com/companies/zapable |

Spoonshot has an annual contract value of $24000, with annual recurring revenue of $480000 and monthly recurring revenue of $40000. Source: getlatka.com/companies/spoonshot |

Engagerocket has an annual contract value of $12000, with annual recurring revenue of $480000 and monthly recurring revenue of $40000. Source: getlatka.com/companies/engagerocket |

Filestage has an annual contract value of $1200, with annual recurring revenue of $480000 and monthly recurring revenue of $40000. Source: getlatka.com/companies/filestage |

Ople has an annual contract value of $168000, with annual recurring revenue of $504000 and monthly recurring revenue of $42000. Source: getlatka.com/companies/ople |

Kickfurther has an annual contract value of $3840, with annual recurring revenue of $510720 and monthly recurring revenue of $42560. Source: getlatka.com/companies/kickfurther |

Sigopt has an annual contract value of $48000, with annual recurring revenue of $576000 and monthly recurring revenue of $48000. Source: getlatka.com/companies/sigopt |

Ampogee has an annual contract value of $60000, with annual recurring revenue of $600000 and monthly recurring revenue of $50000. Source: getlatka.com/companies/ampogee |

Blurbiz has an annual contract value of $30000, with annual recurring revenue of $600000 and monthly recurring revenue of $50000. Source: getlatka.com/companies/blurbiz |

Pipefy has an annual contract value of $1500, with annual recurring revenue of $600000 and monthly recurring revenue of $50000. Source: getlatka.com/companies/pipefy |

Gosquared has an annual contract value of $600, with annual recurring revenue of $600000 and monthly recurring revenue of $50000. Source: getlatka.com/companies/gosquared |

And has an annual contract value of $144, with annual recurring revenue of $604800 and monthly recurring revenue of $50400. Source: getlatka.com/companies/and |

Getoutlaw has an annual contract value of $12000, with annual recurring revenue of $720000 and monthly recurring revenue of $60000. Source: getlatka.com/companies/getoutlaw |

Nudge has an annual contract value of $360, with annual recurring revenue of $720000 and monthly recurring revenue of $60000. Source: getlatka.com/companies/nudge |

Tagove has an annual contract value of $600, with annual recurring revenue of $780000 and monthly recurring revenue of $65000. Source: getlatka.com/companies/tagove |

Intermix has an annual contract value of $33600, with annual recurring revenue of $840000 and monthly recurring revenue of $70000. Source: getlatka.com/companies/intermix |

Amberdata has an annual contract value of $8400, with annual recurring revenue of $840000 and monthly recurring revenue of $70000. Source: getlatka.com/companies/amberdata |

Cladwell has an annual contract value of $73, with annual recurring revenue of $840000 and monthly recurring revenue of $70000. Source: getlatka.com/companies/cladwell |

Cloudlead has an annual contract value of $24000, with annual recurring revenue of $960000 and monthly recurring revenue of $80000. Source: getlatka.com/companies/cloudlead |

Studionow has an annual contract value of $15323, with annual recurring revenue of $996000 and monthly recurring revenue of $83000. Source: getlatka.com/companies/studionow |

Indicative has an annual contract value of $12000, with annual recurring revenue of $996000 and monthly recurring revenue of $83000. Source: getlatka.com/companies/indicative |

Dooly Research has an annual contract value of $10000, with annual recurring revenue of $999996 and monthly recurring revenue of $83333. Source: getlatka.com/companies/dooly-research |

## Conclusion

No single metric can serve as a perfect indicator for company health. The world of SaaS has companies with surprisingly low average customer value over the length of their contracts, and yet these can be some of the fastest-growing companies on the ticker.

That’s why healthy financial reports don’t rely on just one set of data points, but instead present all of them together. The same holds true for the opposite, as well: if someone is trying to swing your opinion based on inflated TCVs, you should know to keep them grounded in reality.

When you’re asked to give a revenue estimate, just think carefully about how to use Total Contract Value in that estimation. Understanding it inside and out is the key to using it effectively.

**Author:**

*Yassir Sahnoun is the founder of **YassirSahnoun.com**. He helps SaaS companies like Castbox and FluentU attract sales using content strategy, copywriting, blogging, email marketing, & more. If you want to up your content marketing game, you can schedule a free discovery call with Yassir **by clicking here**.*