Monetisation · Revenue quality · Component
The retention record
What proportion of revenue stays, measured by revenue rather than by customer count — because those two numbers can point in opposite directions.
The deliverable
What it is
Logo retention and revenue retention diverge, sometimes sharply. Losing many small customers while growing large ones looks healthy on one measure and alarming on the other.
Net revenue retention above a hundred per cent means the existing base grows without new customers, which is the single most informative number about a subscription business.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The retention rates
Gross and net revenue retention, alongside logo retention.
3 attributes: Gross revenue retention · Net revenue retention · Logo retention
LearnThe expansion
Growth within existing customers, and where it comes from.
3 attributes: Expansion value · Expansion source · Share of growth
LearnThe loss reasons
Why revenue left, in categories that can be counted.
3 attributes: Reason category · Value lost · Source
Learn
Report gross retention, net retention and logo retention together. Any one alone can be made to tell a flattering story.
The other components in revenue quality
The revenue split
Revenue broken down by how dependable it is — recurring, repeating and one-off held apart rather than summed.
LearnThe concentration measure
How much of the revenue depends on how few customers, channels or markets — the risk that only becomes visible when it arrives.
Learn