What is the 'Rule of 40' mentioned in the deck?

The Rule of 40 is a SaaS health metric stating that a company's combined growth rate and profit margin should exceed 40%. Supermetrics claimed a score of 150+ on slide 9, which indicates an exceptionally high-performing business that is growing rapidly while remaining highly profitable, a combination that is very attractive to Series B investors.

How does Supermetrics handle data security?

According to slide 5, Supermetrics utilizes a pass-through model. They state they 'never store your data in our systems' and instead move it directly from the source to the destination. They use encryption at the source and decryption at the destination using tokens for authentication, which reduces the security risk associated with third-party data storage.

Who are the primary customers for Supermetrics?

The deck targets marketing teams and 'citizen data scientists.' Slide 11 showcases a diverse enterprise client list including Nestlé, L'Oréal, Dyson, Warner Bros, and Pfizer. With 14,000+ paying customers, the company serves both large-scale enterprises and smaller data-driven businesses that use spreadsheets for reporting.

What is the company's growth strategy according to the deck?

The strategy is two-fold: maintaining dominance in the spreadsheet and dashboard connector market while expanding into data warehousing. Slide 13 explains that they are investing heavily in making data warehouses accessible to marketers, allowing them to break down final data silos and analyze larger historical datasets without technical friction.

Does the deck include a financial ask or valuation?

No, the 14-slide deck does not include a slide detailing the specific amount of capital being raised or the valuation sought. It focuses entirely on the business's performance, product capabilities, and market position. This is common in later-stage decks where the 'Ask' is often handled in private discussions or a separate term sheet.

Supermetrics Pitch Deck (2013): 14-Slide Series B Deck

See all 14 slides of the Supermetrics pitch deck — a 2013 Series B deck — with a slide-by-slide teardown of what the deck does well and where it falls short.

The Supermetrics Series B deck is a study in quantitative dominance. While many startups pitch on potential, Supermetrics pitched on realized efficiency, boasting a Rule of 40 score of 150+ and a 35% profit margin at a €21M ARR scale. The deck follows a traditional narrative arc—problem, solution, traction—but differentiates itself through social proof, citing 14,000+ paying customers and status as the #1 app in Google's marketplaces. By positioning themselves as a 'connector' rather than another platform to master, they addressed the common pain point of SaaS fatigue. The deck successfully t…

Key takeaways

The company reported €21M ARR and a 35% profit margin on slide 8.
Supermetrics achieved a Rule of 40 score of 150+, a rare metric for Series B startups, as shown on slide 9.
The platform supports over 70 marketing data sources, connecting them to destinations like Google Sheets, Excel, and BigQuery (slide 4).
Traction is evidenced by 14,000+ paying customers and over €28bn in ad spend processed (slide 8).
The deck emphasizes a 'no-storage' model, stating they never store user data in their systems for security (slide 5).
Product-led growth is highlighted by their status as the #1 app in Google's marketplaces by ratings and reviews (slide 12).
The future roadmap focuses on expanding into data warehousing to help marketers manage larger historical datasets (slide 13).
The leadership team includes former executives from Nokia, Meltwater, and MySQL (slide 14).

Introduction: The Efficiency Play

Supermetrics represents a rare breed of startup that reached significant scale with high capital efficiency. Founded in 2013, the company waited until it had reached massive milestones before seeking a Series B. This teardown examines the 14-slide deck used to raise $43.5 million, focusing on how they leveraged their 'Rule of 40' performance to attract top-tier investors.

Slide 1: Title and High-Level Metrics

The cover slide does more than just state the company name. It immediately presents three critical data points: the company is the '#1 marketing data integration solution in the world,' it has reached '€21M ARR,' and it is 'scoring 150+ against Rule of 40.' The background features a bar chart showing exponential growth, setting a tone of undeniable momentum. By putting the ARR and Rule of 40 score on the first slide, Supermetrics signals that this is a performance-based pitch rather than a speculative one.

Slides 2-3: The Problem of Data Silos

Slide 2 introduces the mission: 'Helping businesses grow with data.' It uses 3D character illustrations to humanize the technical product. Slide 3 defines the problem as 'scattered & siloed marketing data.' It notes that the number of data sources is growing exponentially and that building custom pipelines is 'laborious and expensive.' A graphic on the right mentions '7000+ data sources,' illustrating the chaos marketers face when trying to consolidate reporting.

Slides 4-6: The Solution and Value Proposition

Slide 4 provides a clear architectural diagram of the product. It shows 70+ data sources (Facebook, Google, LinkedIn, etc.) flowing through the Supermetrics 'Data pipeline' into three main destinations: Spreadsheets, Visualization/BI tools, and Databases/Data Warehouses. The text emphasizes that no 'advanced technical skills' are required. Slide 5, 'Why Supermetrics,' highlights three pillars: high-quality connectors, secure data transfers (emphasizing they do not store data), and the fact that they are 'not another platform,' but rather a tool that works within the user's existing workflow. Slide 6 reinforces the 'citizen data scientist' angle, claiming to put the power of data at everyone's fingertips.

Slides 7-8: Social Proof and Hard Traction

Slide 7 features four detailed testimonials from directors and managers at companies like Nestlé and VanMoof. Slide 8 is the 'money slide,' presenting five key metrics in circles: 2.2x YoY Growth, 14,000+ Paying customers, €28bn+ Ad Spend Processed, €21M ARR, and a 35% Profit margin. The combination of high growth (2.2x) and high profit (35%) is what leads to the 150+ Rule of 40 score mentioned earlier.

Slides 9-10: Growth Timeline and Product Portfolio

Slide 9 provides a historical chart of MRR from 2011 to 2020. It marks key milestones: the Excel launch, incorporation in 2013, the first employee in 2015, the Google Sheets launch, the OpenOcean investment in 2017, and the expansion to Atlanta and Vilnius. The chart shows a distinct 'hockey stick' curve starting around 2017. Slide 10 breaks down the product line into 'Spreadsheets & dashboards' (Google Sheets, Data Studio, Excel) and 'Data warehouses & business intelligence tools' (API, BigQuery).

Slides 11-12: Market Leadership

Slide 11 displays a 'wall of logos' including global brands like Dyson, L'Oréal, Canon, and Pfizer. Slide 12 cements their status as the 'recognized category leader,' showing 5-star ratings across G2, TrustRadius, and Capterra. It specifically notes they are the '#1 app in Google's marketplaces by ratings, reviews and number of users.'

Slides 13-14: Future Vision and Team

Slide 13, 'Next: Bringing data warehousing to marketers,' explains their roadmap. They aim to move beyond simple connectors into helping teams manage large historical datasets and break down final data silos. This justifies the need for Series B funding to build out more complex infrastructure. The final slide, 'Leadership team,' lists five executives. It highlights Mikael Thuneberg (CEO) as having built the tool to 'solve his own problem' and lists impressive 'Ex-' pedigrees for the rest of the team, including Nokia, MySQL, and Meltwater.

What Works in This Deck

Quantitative Dominance: The deck leads with ARR and the Rule of 40. For a Series B, investors are looking for a proven machine, and Supermetrics provides the numbers to prove their engine is both fast and efficient. Clear Architecture: The diagram on slide 4 makes a complex technical process (ETL) look simple and intuitive. Product-Led Growth Evidence: By citing their #1 ranking in the Google marketplace, they prove they have a low-cost acquisition channel that doesn't rely solely on expensive outbound sales. Security as a Feature: Explicitly stating they do not store data (slide 5) addresses a major enterprise procurement hurdle early in the deck.

What is Missing

The Ask: There is no slide detailing how much they are raising or how they intend to allocate the specific dollar amounts. Competitive Landscape: The deck assumes leadership but does not mention competitors like Fivetran or Funnel.io. Unit Economics: While they mention profit margin and ARR, they omit specific CAC (Customer Acquisition Cost) and LTV (Lifetime Value) figures, which are standard for Series B SaaS decks. Market Size (TAM): There is no slide addressing the total addressable market, perhaps because the €21M ARR and 14,000 customers already imply a massive opportunity.

What a Founder Should Copy

The Rule of 40 Highlight: If your business is profitable and growing, calculate your Rule of 40 score and put it front and center. It is the gold standard for SaaS health. The 'Not Another Platform' Positioning: Many founders try to build a 'destination' platform. Supermetrics wins by being a 'utility' that lives where the user already works. Copy this framing if your tool integrates with existing workflows. Milestone Mapping: The growth chart on slide 9 is excellent because it correlates revenue growth with specific product launches and hires, showing a clear cause-and-effect relationship between strategy and results.

Frequently asked questions

What is the 'Rule of 40' mentioned in the deck?: The Rule of 40 is a SaaS health metric stating that a company's combined growth rate and profit margin should exceed 40%. Supermetrics claimed a score of 150+ on slide 9, which indicates an exceptionally high-performing business that is growing rapidly while remaining highly profitable, a combination that is very attractive to Series B investors.
How does Supermetrics handle data security?: According to slide 5, Supermetrics utilizes a pass-through model. They state they 'never store your data in our systems' and instead move it directly from the source to the destination. They use encryption at the source and decryption at the destination using tokens for authentication, which reduces the security risk associated with third-party data storage.
Who are the primary customers for Supermetrics?: The deck targets marketing teams and 'citizen data scientists.' Slide 11 showcases a diverse enterprise client list including Nestlé, L'Oréal, Dyson, Warner Bros, and Pfizer. With 14,000+ paying customers, the company serves both large-scale enterprises and smaller data-driven businesses that use spreadsheets for reporting.
What is the company's growth strategy according to the deck?: The strategy is two-fold: maintaining dominance in the spreadsheet and dashboard connector market while expanding into data warehousing. Slide 13 explains that they are investing heavily in making data warehouses accessible to marketers, allowing them to break down final data silos and analyze larger historical datasets without technical friction.
Does the deck include a financial ask or valuation?: No, the 14-slide deck does not include a slide detailing the specific amount of capital being raised or the valuation sought. It focuses entirely on the business's performance, product capabilities, and market position. This is common in later-stage decks where the 'Ask' is often handled in private discussions or a separate term sheet.

Cover slide of the Supermetrics pitch deck — Series-B 2013 — Supermetrics pitch deck, slide 1 (2013)

Supermetrics pitch deck: the facts

Company: Supermetrics
Year: 2013
Stage: Series-B
Slides: 14
Sector: Marketing Technology / Data Integration
Deck type: Fundraising
Outcome: $43,500,000 Raised
Headquarters: Helsinki, Finland

Supermetrics pitch deck PDF

The full Supermetrics deck is embedded on this page and can be read slide by slide in the browser — no download or account required. Each slide is covered in the breakdown above.

What the Supermetrics pitch deck was used for

This deck is a Supermetrics fundraising presentation used for its **Series B** round announced in August 2020, following earlier bootstrapping and a 2017 Series A led by OpenOcean. It positions Supermetrics as a marketing data integration tool that automates moving data from 70+ marketing sources into tools like Google Sheets, Data Studio, Excel, data warehouses, and BI platforms. The deck highlights a rare combination of high growth and high profitability, anchored by a reported **€21M ARR** at the time, and is credited by secondary commentary as contributing to a roughly **€40M (~$47M) Series B** raise. The slides emphasize solving the problem of scattered, siloed marketing data for non-technical marketers by providing secure, high‑quality connectors and a non‑platform, connector‑only approach.

Business model: Supermetrics provides **data integration tools for marketers**, offering connectors that move marketing and advertising data from more than 70 sources into destinations like spreadsheets, data warehouses, BI tools, and dashboards.

Round: Series B (later‑stage VC generating revenue).[]
Year: 2020
Lead investor: Highland Europe
Investors: Highland Europe (lead), IVP (Institutional Venture Partners), OpenOcean, Ilkka Paananen (CEO of Supercell), Amit Agarwal (Chief Product Officer of Datadog)
Headquarters: Helsinki, Finland
Industry: Marketing technology / data integration.

Raised: Multiple funding databases and news reports consistently describe this Series B as **€40M**, often translated as approximately **$47M–$47.2M**.

Total funding: Multiple sources report total funding between approximately **€44M–€51M** or **around $51M–$93M**, with the largest disclosed round being the 2020 Series B; exact cumulative figure varies by source.

Use of funds as presented: Press releases and coverage state that the €40M Series B was raised to **fund Supermetrics’ next phase of expansion, including bringing data warehousing to the marketing sector and supporting growth into data warehousing for marketing.**

What happened after the Supermetrics deck

The deck contributed to Supermetrics closing a **Series B financing of around €40M (~$47M) announced in late August 2020**, led by Highland Europe with several prominent investors participating. This round is widely cited as the company’s largest to date and was earmarked for expanding Supermetrics’ leading marketing data‑integration tools into data warehousing and broader growth.

Secured a **Series B round of approximately €40M (~$47M) in August 2020**, reported as the company’s largest funding rou
Round led by **Highland Europe** with participation from **IVP, OpenOcean, Ilkka Paananen (Supercell), and Amit Agarwal
Funding was stated to support **expansion into data warehousing for marketing**, marking a new strategic phase beyond sp

What the Supermetrics deck got right

Clear headline traction: €21M ARR with high profitability at Series B. The deck is anchored by a **€21M ARR** figure coupled with "high profitability," which is unusually strong traction for a Series B martech/data‑integration company and directly supports a narrative of efficient growth. This combination likely made the company appealing to growth investors focused on capital efficiency.
Strong problem–solution fit around scattered marketing data. Supermetrics presents a straightforward solution to **"scattered & siloed marketing data"** by automating data transfers from more than 70 marketing data sources into commonly used destinations like Google Sheets, Data Studio, Excel, data warehouses, and BI tools. This tight linkage between a widely felt problem and a practical, easy‑to‑implement solution is compelling.
Emphasis on connector quality and secure data handling. The deck emphasizes **high‑quality connectors** that pull all needed metrics and dimensions, deliver clean, unsampled data, and ensure secure transfers via encryption and token‑based authentication. This depth of connector quality and security directly addresses common pain points and risk concerns for data‑driven marketers and their IT/security counterparts.
Low‑friction adoption via "not another platform" positioning. By positioning itself as **"not another platform"** and instead a way to move data into tools users already know, Supermetrics reduces adoption friction and leverages existing workflows in spreadsheets, dashboards, and BI tools. This resonates with non‑technical marketers and aligns with the "data‑curious marketers" and "citizen data scientists" narrative.
Clear focus on non‑technical, self‑serve users. The deck explicitly highlights that **advanced technical skills are not required**, and marketers can get data flowing with just a few clicks in familiar tools. This democratization angle broadens the user base beyond data engineers and appeals to buyers who want self‑serve analytics without building complex pipelines.
Strategic expansion narrative into marketing data warehousing. External coverage of the round underscores Supermetrics as a "world leader in data integration tools for marketers" and links the Series B proceeds to **expansion into data warehousing for marketing**, which strengthens the strategic story and shows investors a pathway from connectors into deeper infrastructure.

What could have been stronger

Limited visible financial detail beyond a headline €21M ARR and profitability claim. The OCR text and secondary write‑ups reference a **€21M ARR** figure and "high profitability," but without clear slide context it is not evident whether the deck breaks down ARR by product, segment, or geography or shows margins, cohorts, or retention to substantiate the "high profitability" claim. For a Series B, investors typically expect more detailed financial and retention metrics; if those are missing or minimal, that is a meaningful gap.
Sparse explicit competitive landscape and defensibility discussion. While the deck strongly emphasizes ease of use and "not another platform," the available text does not show detailed **competitive positioning** versus other marketing data integration and ETL tools (e.g., feature comparisons, switching costs, or unique capabilities like warehousing). Without clear competitor benchmarks, investors may find it harder to assess defensibility in a crowded martech/data‑integration space.
Limited explicit customer metrics or case‑study evidence in the visible text. The slides highlight more than 70 marketing data sources, quality connectors, and secure transfers, but the OCR does not reveal **customer metrics** such as number of paying customers, logos, vertical distribution, or case studies quantifying ROI. For a growth‑stage round, missing or light customer evidence can weaken the narrative about market adoption and stickiness.
Roadmap beyond connectors not fully articulated in the visible slides. Supermetrics positions itself as "not another platform" and stresses moving data into tools marketers already use, but the available text does not make clear how this strategy extends into **data warehousing or broader analytics stacks**, which are mentioned as the use of funds in external coverage. If the deck does not connect the current connector‑centric product to a long‑term roadmap, investors may question how the company scales its product scope and monetization.

How an investor would read this deck

What draws attention

Headline **€21M ARR with high profitability** at Series B stage is unusually strong for martech/data‑integration and would be a central focus for investors assessing growth efficiency.
Product focused on **non‑technical marketers** ("data‑curious marketers" and "citizen data scientists") using familiar tools like Google Sheets and Data Studio, potentially expanding the TAM beyond data engineers.
Use of funds and positioning around **data warehousing for marketing** suggest a move up‑stack into more strategic infrastructure, which could materially expand ACV and customer base.
Backers include **Highland Europe (lead), IVP, OpenOcean, Ilkka Paananen, Amit Agarwal**, signaling strong validation from growth‑stage and strategic investors in software and gaming.

Risks that stand out

Growing competition in **marketing data integration and ETL** could pressure pricing and margins; without strong defensibility (e.g., exclusive data partnerships, deep warehousing capabilities, or clear switching costs), the "not another platform" positioning may be duplicated by others.
Dependence on third‑party marketing platforms’ APIs and policies (Google, Facebook, etc.) introduces **platform risk**; changes to rate limits, data schemas, or terms could disrupt connectors and customer experience.
If much of the growth and ARR at the time of the round is concentrated in self‑serve, lower‑ACV customers using spreadsheets and Data Studio, expansion into data warehousing and enterprise BI could require new sales motion and support capabilities, impacting efficiency.

Questions this deck invites

Provide a detailed breakdown of the **€21M ARR** at the time of the Series B: by product, customer segment, geography, and channel, and show historical growth by cohort.
Show **gross margin, operating margin, and cash burn** trends to substantiate the "high profitability" claim, including how profitability interacts with growth rate.
Quantify **customer metrics**: number of paying customers, enterprise vs SMB mix, logo retention, net revenue retention, and churn, plus top case studies that link Supermetrics to measurable marketing ROI.
Detail the **competitive landscape**: key competitors in marketing data integration and ETL, Supermetrics’ differentiated features (e.g., connector depth, security, warehousing capabilities), and evidence of win rates or switching from alte
Explain the **product roadmap toward data warehousing** and possibly broader analytics tooling: what new products will be funded with the Series B, expected impact on pricing and ACV, and technical and go‑to‑market requirements for this evo

What founders can take from the Supermetrics deck

Anchoring a growth‑stage deck around a **clear, strong headline metric (e.g., €21M ARR plus profitability)** can powerfully frame the company as efficient and scalable for investors.
A focused problem statement like **"scattered & siloed marketing data"** combined with exponential data‑source growth effectively communicates pain and urgency for a specific buyer (marketing teams).
Positioning the product as **"not another platform"** and instead as the connective tissue between familiar tools can reduce perceived adoption friction, especially for non‑technical users.
Highlighting that advanced technical skills are **not required** and that marketers can self‑serve data in tools they already use reinforces a democratization narrative that can broaden the addressable market.
Clearly naming respected investors (Highland Europe, IVP, OpenOcean, Ilkka Paananen, Amit Agarwal) in coverage of the round shows how strategic investor fit can strengthen the story around a data‑infrastructure business.
Using the round to signal a **strategic shift (expansion into data warehousing for marketing)** demonstrates how fundraising can be tied to a clear product and market evolution rather than just incremental scaling.

Supermetrics pitch deck: common questions

How much did Supermetrics raise with this pitch deck and who invested?

Supermetrics used this 14‑slide deck to raise a **Series B round announced in August 2020**, with multiple sources reporting the amount as **€40M (approximately $47M)**. Highland Europe is consistently cited as the **lead investor**, with participation from IVP, OpenOcean, Ilkka Paananen (Supercell CEO), and Amit Agarwal (Datadog CPO).

What traction metrics (like ARR) are highlighted in the Supermetrics Series B deck?

According to analyses of the deck and coverage of the round, Supermetrics reported **€21M in annual recurring revenue (ARR)** around the time of the 2020 Series B, and framed this as a combination of **high growth and high profitability**. Public funding profiles for Supermetrics list the company as "generating revenue" by 2020 and show the Series B as its largest round.

What does Supermetrics’ product do, according to the Series B deck?

Supermetrics’ deck explains that it **automates data transfers from more than 70 marketing data sources to destinations such as Google Sheets, Google Data Studio, Excel, data warehouses, and BI tools**, allowing marketers without advanced technical skills to do cross‑channel analysis and reporting. External profiles and investor commentary describe Supermetrics as a "world leader in data integration tools for marketers" used by agencies and enterprises.

What problem is Supermetrics solving in this pitch deck?

The deck identifies the core problem as **"scattered & siloed marketing data"** and the exponential growth in data and data sources that make cross‑channel analysis inefficient and error‑prone. It argues that building and maintaining custom data pipelines or DIY data hacks has become laborious and expensive, creating demand for an off‑the‑shelf data integration solution.

When was this Supermetrics deck used, and what was the round for?

Investor and data‑provider write‑ups indicate this deck was used for Supermetrics’ **Series B round announced around August 24–25, 2020**, which is variously reported as **€40M (~$47M)** or **$47.2M**. This round is described as funding Supermetrics’ **expansion into data warehousing for marketing** and its next phase of growth.

Sources

Funding and outcome facts on this page were researched on 2026-08-21 from the pages below.

Supermetrics pitch deck slides

Supermetrics pitch deck slide 1 of 14 — Supermetrics pitch deck — slide 1 of 14

Supermetrics pitch deck slide 2 of 14 — Supermetrics pitch deck — slide 2 of 14

Supermetrics pitch deck slide 3 of 14 — Supermetrics pitch deck — slide 3 of 14

Supermetrics pitch deck slide 4 of 14 — Supermetrics pitch deck — slide 4 of 14

Supermetrics pitch deck slide 5 of 14 — Supermetrics pitch deck — slide 5 of 14

Supermetrics pitch deck slide 6 of 14 — Supermetrics pitch deck — slide 6 of 14

What each slide of the Supermetrics pitch deck says

Slide 1

Swe SCORING 150+ AGAINST pe IE UPERMETRIC S— fats SUPERMETRICS #1 marketing dala integration solution in the world l ol

Slide 2

Helping businesses grow with data Supermetrics lets you get the exact marketing data that matters to you, when you need it, where you need it It helps you make better, faster, data-backed decisions in order to grow your business with better marketing

Slide 3

Problem: scattered & siloed marketing data The amount of data and data sources marketing teams work with today Is growing exponentially. Cross-channel analysis and repoeting has become Increasingly difficult and an inefficient process that is prone to human emor. Butiding & maintaining custom data pipelines or complicated DIY data hacks has become laborious and expensive. ' data sources

Slide 4

Sol utlon. Connect & autommlﬂm automates data transfers from more than 70 marketing data sources 1o tools like Google Sheets, Google Data Studio, Excel, data with ease warehouses and various business intelligence tools. Markelers can easily and withcut advanced technical skills analyse and report unified data in their favorite tools T dats enavan Dms popaios Dy setwanny

Slide 5

Why Supermetrics & High quality connectors Our dota connectors aliow you to pull all the metrics and dimensions you need from the meat popular marketing platforms. Your get clean, unsamphed data ready for storage, analysis, visuaization, and reparting. Secure data transfers We never siore your data in our systems, In fact. all we do is move it To make sure hat no one can access your data during the transfer, we encrypt it at the source and decrypt it a1 the destinaton using tokens for authentication © Not another platform Instead of forcing your to master yet another platform, Supermatics simply maves data between the marketing channets and data tools you already know and love. You choose t…

Slide 6

Power of data at everyone's fingertips Supermetrics is leading the way in bullding user-friendly data tools everyone can use. Advanced technical skills are not required and you can get data flowing with just a few clicks We empower a whole new generation of data-curious marketers and citizen data scentists by giving them direct access to data in tools they love and are familiar with

Slide 10

Moving marketing data to any destination Spreadsheets & Data warehouses & dashboards business intelligence tools Supermetrics Supermelrics Supermetrics for Google Sheets for Data Studio for Excel

Slide text above is read directly from the Supermetrics deck PDF embedded on this page.