There is no business like a SaaS business. With the rise of SaaS business came new metrics and new rules to assess, monitor, and steer SaaS business performance. Traditional business models looked at product or service profitability as a one-off transaction, but in SaaS, we need to monitor CLV along with the whole range of recurring transactions. The cash flow is not based on sales of products, but on MRR. ARR became the leading indicator of longer-term revenue performance.