Is SG&A/Revenue even a relevant metric?
Board members do look at S&M as a proportion of revenue as a metric to consider along with operating expenses. There is an emphasis on seeing an improvement in those numbers.
Fifth, I look for rapidly improving metrics like rapidly dropping losses as a percent of revenue, or increasing profits if there are some already, increasing gross margins, customer acquisitions, improving cash flow, dropping operating expenses as a percent of revenue, etc. If some metrics aren’t improving (S&M as a proportion of revenue, etc), because management says they are taking advantage of a greenfield opportunity to gobble up all the recurring revenue customers they can while the getting is good, I generally approve, but want to see those revenues really growing.
https://discussion.fool.com/how-i-pick-a-company-to-invest-in-33…
I don’t recall seeing the formula SG&A/Revenue discussed on this board, but I may have missed it in some deep dives of a company.
I’ve recently read a few articles looking at “the Saas Magic Number” which is used to measure sales efficiency. A number greater than 1 is a good sign.
It measures the output of a year’s worth of revenue growth for every dollar spent on sales and marketing. To think of it another way, for every dollar in S&M spend, how many dollars of ARR do you create.
((Current Quarter’s Revenue – Previous Quarter’s Revenue) X 4) / Previous Quarter’s S&M Expense
Let’s say you spent $1 on S&M in 1Q16. If your revenue then increased by 25 cents in 2Q16 (which annualizes to a $1), you would have a Magic Number of 1.0.
https://www.thesaascfo.com/calculate-saas-magic-number/
I’m not sure how much weight veteran contributors place on this metric, but it does seem to provide some insight as to whether a company’s increased spending on S&M is leading to more worthwhile growth.
All the best,
Raymond