SaaS metrics
MRR / ARR
Monthly and annual recurring revenue, the base of any subscription SaaS.
Definition
MRR (Monthly Recurring Revenue) is recurring revenue normalised to the month; ARR (Annual Recurring Revenue) is its annual projection. They exclude one-off revenue and serve as the foundation for calculating churn, NRR and customer lifetime value.
Why it matters
MRR and ARR provide a common language between finance, Customer Success and sales. An Account Manager often thinks in ARR per account to decide where to invest their time.
How Phano helps you
Phano ties its diagnostics to each account's revenue so that prioritisation follows the value actually exposed.
[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 MRR / ARR?
MRR (Monthly Recurring Revenue) is recurring revenue normalised to the month; ARR (Annual Recurring Revenue) is its annual projection. They exclude one-off revenue and serve as the foundation for calculating churn, NRR and customer lifetime value.
Why does MRR / ARR matter?
MRR and ARR provide a common language between finance, Customer Success and sales. An Account Manager often thinks in ARR per account to decide where to invest their time.
How do you go from MRR to ARR?
ARR = MRR times 12. MRR is computed by normalizing every subscription to a monthly value, whatever its billing cycle.
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