SaaS metrics
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.
[Phano] €85,000 ARR, critical · Health 34/100 ●
June 1, 2026
→ Escalate to the sponsor
- • Silent for 28 days on email
- • Renewal in 22 days, quote not opened
- • No meeting scheduled in 6 weeks
+ custom fields: phano_phase, phano_confidence, phano_health_score…
History on this account
[Phano] €85,000 ARR, high · Health 47/100 ●
May 25 · → Schedule a sponsor touchpoint
[Phano] €85,000 ARR, medium · Health 58/100 ●
May 18 · → Monitor decision-maker engagement
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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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