Gross Revenue Retention (GRR)
Revenue kept on an existing base, excluding expansion.
Definition
Gross Revenue Retention measures the revenue kept on an existing cohort after churn and contractions, without counting expansions. Capped at 100%, it isolates the pure ability to retain revenue already signed, where NRR blends retention and growth.
Why it matters
GRR reveals the real solidity of the foundation: a flattering NRR can hide a weak GRR offset by a few large upsells. For a Customer Success Manager, it is the most honest mirror of retention.
How Phano helps you
By surfacing churn and downgrade risks early, Phano acts directly on the lever that protects GRR.
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Frequently asked questions
What is Gross Revenue Retention (GRR)?
Gross Revenue Retention measures the revenue kept on an existing cohort after churn and contractions, without counting expansions. Capped at 100%, it isolates the pure ability to retain revenue already signed, where NRR blends retention and growth.
Why does Gross Revenue Retention (GRR) matter?
GRR reveals the real solidity of the foundation: a flattering NRR can hide a weak GRR offset by a few large upsells. For a Customer Success Manager, it is the most honest mirror of retention.
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