Sales glossaryNRR (Net Revenue Retention)

What does NRR (Net revenue retention) mean in sales?

Busy? Here's the short answer:

NRR stands for "Net Revenue Retention." It measures how much a company's revenue grew from existing customers after accounting for upsells, cross-sells, churn, and downgrades. NRR helps understand how well a business retains and expands its customer base, showing the overall health of its revenue.

What is NRR (Net Revenue Retention)?

In the realm of sales and business, NRR stands for "Net Revenue Retention." It is a vital metric used to measure how much a company's revenue has grown from its existing customers, taking into account factors such as upsells, cross-sells, churn, and downgrades. NRR provides valuable insights into a business's ability to retain and expand its customer base, reflecting the overall health of its revenue.

Key Takeaways

  • NRR helps businesses understand the net revenue growth contributed by existing customers, excluding new customer acquisitions.
  • It considers revenue changes from upsells and cross-sells, as well as revenue loss due to customer churn and downgrades.
  • A positive NRR value indicates revenue growth from existing customers, while a negative value suggests revenue contraction.

How to Calculate NRR?

Calculating NRR involves a straightforward formula that takes into account changes in revenue from existing customers over a specific period. Here's how to calculate NRR:

NRR = ((Ending MRR + Expansion MRR - Churn MRR - Contraction MRR) / Starting MRR) x 100

Let's break down the components of the formula:

  • Ending MRR: The Monthly Recurring Revenue at the end of the period under consideration.
  • Expansion MRR: The additional MRR generated from upsells and cross-sells to existing customers during the period.
  • Churn MRR: The MRR lost due to customer churn during the period.
  • Contraction MRR: The MRR reduction resulting from customer downgrades during the period.
  • Starting MRR: The Monthly Recurring Revenue at the beginning of the period.

For example, if a company's Ending MRR is $100,000, and during the period, they had $10,000 in Expansion MRR, $5,000 in Churn MRR, $2,000 in Contraction MRR, and their Starting MRR was $90,000, the NRR would be:

NRR = (($100,000 + $10,000 - $5,000 - $2,000) / $90,000) x 100 = 126.67%

In this example, the company achieved an NRR of 126.67%.

Importance of NRR for Businesses

NRR is a critical metric for businesses with recurring revenue models, particularly those focused on subscription-based services. Here are some reasons why NRR is important:

  1. Customer Retention: NRR assesses the company's ability to retain existing customers. A positive NRR indicates that the business is successful in keeping customers and growing revenue from them.

  2. Upsell and Cross-sell Opportunities: NRR considers the revenue generated from upsells and cross-sells, highlighting opportunities to increase revenue from existing customers.

  3. Churn Management: By tracking Churn MRR, businesses can identify and address the reasons for customer churn, leading to improved customer satisfaction and retention.

  4. Predictive Insights: NRR provides insights into the overall health of the business and its ability to generate sustainable revenue growth.

Strategies to Improve NRR

Boosting NRR requires strategic efforts aimed at increasing revenue from existing customers and minimizing churn. Here are some effective strategies:

  1. Customer Success Programs: Implement customer success programs to ensure customers receive value from the product or service, reducing churn.

  2. Personalization: Offer personalized upsell and cross-sell recommendations based on customer needs and preferences.

  3. Customer Feedback and Support: Gather feedback from customers to address pain points and enhance their experience with the product or service.

  4. Product Expansion: Continuously improve and expand the product or service offering to cater to changing customer needs.

  5. Loyalty Incentives: Provide loyalty incentives, such as discounts or rewards, to encourage customer retention and expansion.


Q1: What is the ideal NRR value?

The ideal NRR value varies depending on the industry and business model. Generally, a positive NRR above 100% is considered favorable as it indicates revenue growth from existing customers. However, the desired NRR value may differ based on business goals and market conditions.

Q2: How is NRR different from Gross Revenue Retention Rate (GRRR)?

NRR considers both revenue expansion and contraction from existing customers, while GRRR only focuses on the total revenue retained from existing customers without considering expansion. NRR provides a more comprehensive picture of revenue growth from existing customers.

Q3: Can NRR be negative?

Yes, NRR can be negative when the loss of revenue from churn and contractions exceeds the revenue gained from upsells and cross-sells. A negative NRR indicates a decline in revenue from existing customers.

In conclusion, NRR (Net Revenue Retention) is a critical metric that reveals a business's ability to retain and grow revenue from existing customers. By understanding how to calculate and interpret NRR, businesses can make data-driven decisions to optimize customer retention and drive sustainable revenue growth.

Related terms...

ARR (Annual Recurring Revenue)

ARR stands for Annual Recurring Revenue. It represents the total yearly revenue a company expects to generate from recurring customer charges. ARR is a key metric for subscription-based business models.

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B2B, short for Business-to-Business, refers to a business that sells products or services direclty to other businesses instead of individual customers.

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B2C, short for Business-to-Consumer, referrs to a business that sells products or services direclty to the indivual consumer, rather than to other company entities.

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All terms

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