NRR (net revenue retention)

Net revenue retention. Taking only the customers you already had twelve months ago, and counting expansion, contraction, and churn among them, is that book of business bigger or smaller today? Above one hundred percent means your existing accounts grew on their own, before you won a single new client — the sign that the account base compounds rather than leaks. For a two-person firm it’s the quiet signal that land-and-expand is actually working, not just being talked about.

Source: Standard SaaS / subscription-metrics practice — no single owner; the field’s common measure of expansion versus churn among existing customers. Emphasized in Winning by Design’s revenue-architecture teaching as the metric that proves recurring impact is turning into recurring revenue. Sourced honestly as common practice, not attributed to one author.

First used in: 3.5 · Land, expand & the council