Sales Efficiency Ratio (SER)

Revenue generated for every dollar spent on sales & marketing.

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  • The Sales Efficiency Ratio (SER) denotes the dollar revenue generated per dollar of sales & marketing spend.

  • With the rise of AI, Self-Serve SaaS companies are experiencing growing commoditization, forcing them to spend more on branding and customer acquisition to drive new revenue.

  • Serviced SaaS companies have maintained their SERs, as AI strengthens their value proposition, enabling more targeted selling and deeper differentiation.