ROAS Isn't Profit in B2B SaaS: How to Measure Performance Marketing the Right Way
A lot of B2B SaaS teams love to flex a clean 3-5x ROAS. It looks sharp in a dashboard, easy to share in a Slack channel, and even easier to celebrate. But behind that number, the reality can feel very different. Revenue tied to ad spend tells only a small part of the story. This is especially true in a business where sales cycles stretch, costs stack up, and value unfolds over time. Here's the uncomfortable truth: strong ROAS can sit right next to weak unit economics.