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25 25 Cumulative Conversation Rate Our Data Helps Us Guide Customers in Ways No One Else Can 100,0% 75.0% 50.0% 25.0% The "S" Curve (Cumulative Free-to-Fee Conversion Rate) Example Customer Engagement Benchmark "S" Curve (10 SaaS Companies) sub Can [CUSTOMER] push the "S" curve UP AND LEFT? ...scr. ibed STRATEGY GROUP [CUSTOMER] Connected Services "S" Curve (10% Conversion Assumption) 10 30 50 70 90 110 130 150 170 0 0.0% Days After Customer Sign-up Source: Zuora SSG and Close Research, 2019 zuora

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