The primary financial goal of SaaS companies is Profitable Growth. That requires retaining existing customers and adding new sources of their SaaS revenue while keeping costs down. The focus of revenue generation is often placed on new customer acquisition, but to maximize revenue, the focus should be much broader. The revenue derived from new customer sales after the initial customer base is established is just a fraction of the total SaaS revenue. The most successful SaaS companies derive a substantial portion of their growth from upselling into their base while minimizi