All verticals

Software & SaaS

How the software/SaaS business works, and the finance, marketing, data and AI that run it.

5 Blocks·16 Modules·70 Lessons

SaaS turned software into a recurring-revenue business governed by retention, unit economics and efficient growth. From ARR and churn to product-led growth, this vertical gives you the sector's big picture, then finance, marketing, data and AI applied inside it.

Key terms

ARR / MRRNet revenue retentionCAC paybackChurnRule of 40Product-led growth

Why specialize in Software & SaaS?

Cross-cutting skills are not enough in the Software & SaaS sector. It plays by its own rules: a distinct value chain, specific players and balance of power, dense regulation, and key figures you won't find anywhere else. This vertical gives you that sector fluency — first the big picture, then finance, marketing, data and AI applied concretely to Software & SaaS, with the calculations, benchmarks and checklists you actually need on the ground.

What you'll be able to do

  • Understand how the Software & SaaS sector works: value chain, key players and balance of power
  • Know the major regulations and laws, the sector's acronyms and vocabulary
  • Run the key calculations and read the benchmarks specific to Software & SaaS (US and Europe markets)
  • Apply finance, marketing, data and AI to the realities of Software & SaaS
  • Gauge your level with 5 sector assessments and a competency radar

70 lessons across 16 modules and 5 blocks, with a test per lens and a sector competency radar. Free to read — no account required.

Curriculum

1

Software & SaaS: how the sector works

General

how SaaS works as a business: the recurring-revenue model, the subscription value chain, retention as the engine, and why it differs from selling licenses.

4 Modules · 18 Lessons

2

Finance in SaaS

Finance

SaaS finance: ARR/MRR, the Rule of 40, CAC payback and LTV, cohort economics, deferred revenue, and how investors value SaaS.

3 Modules · 13 Lessons

3

Marketing in SaaS

Marketing

SaaS go-to-market: product-led vs sales-led growth, funnel and PQLs, positioning in a crowded market, and expansion/retention marketing.

3 Modules · 13 Lessons

4

Data in SaaS

Data

SaaS data: product analytics and usage telemetry, cohort and retention analysis, the metrics layer, and instrumenting a product responsibly.

3 Modules · 13 Lessons

5

AI in SaaS

AI

AI in and around SaaS: embedding AI features into products, AI for support and success, and what agentic AI changes for software companies.

3 Modules · 13 Lessons