RE: Next results March 7 - 450 p possible14 Jan 2024 14:35
The recent RNS states:
"Ending 1H 2024 with 9,232 customers, year-over-year growth in Darktrace's customer base was 12.9%, with the customer base having grown by 433 since 30th June 2023."
The facts is that Darktrace has a product that is widely accepted in the marketplace - 9,232 customers are highly unlikely to have made similar misjudgements and all be wrong! There have been no published instances of the Darktrace system failing any company, which would be disastrous if it were to happen! Darktrace is well established in the cyber security sector & has a decade of expertise across the World behind it!
But as Lending points out it is growing at Fiat 500 pace, in a market that has been growing exponentially! It may be that potential customers do not relish being the subject of hard-selling techniques (1200 Darktrace staff are engaged on direct marketing and selling activities). They may not like being locked in to multi-year contracts. Darktrace admits that its customer base has only been growing at a pedestrian 12.9% per annum, which is only around 1% a month & way behind its main competitors.
Growth rates were much higher, but have slipped dramatically since shortly after the IPO, and certainly since the higher interest rate environment started to seriously impact business spending worldwide. Or, maybe the competition are more effective in selling their products. Some of Darktrace's sales will be from say a customers newly set up subsidiary buying their products, some will certainly be from customer referrals. BUT, 1200, or more directly employed sales and marketing staff are pulling in only around an extra 90 new customers each month. Has anyone seen a cost of customer acquisition figure issued by Darktrace & importantly how it has changed over time!