{
  "rogueId": "customers.gross_revenue_retention",
  "slug": "gross_revenue_retention",
  "domain": "customers",
  "defaultLabel": "Gross Revenue Retention (GRR)",
  "description": "Recurring revenue retained from the cohort of customers present at the start of the period, excluding expansion — so the metric captures only churn and contraction. Per the SaaS Metrics Standards Board (SMSB) GRR standard. GRR is bounded at 100% (cannot exceed it) and reads as the \"no-defense-against-churn\" floor on retention. The board reads GRR alongside NRR (`customers.net_revenue_retention`) — the gap between them is the expansion contribution. Common pitfall: treating GRR and NRR as substitutes — they answer fundamentally different questions, and a healthy NRR with sliding GRR signals churn masked by upsell.",
  "fieldType": "percentage",
  "unit": "%",
  "maturity": "general",
  "suggestedForStages": [
    "seriesA",
    "seriesB",
    "seriesC",
    "public"
  ],
  "defaultOwningFunctions": [
    "Finance",
    "Sales"
  ],
  "stageRelevance": {
    "seriesA": "core",
    "seriesB": "core",
    "seriesC": "core",
    "public": "core"
  },
  "definitionSource": {
    "tier": "published",
    "sourceName": "SaaS Metrics Standards Board",
    "sourceUrl": "https://www.saasmetricsboard.com/gross-revenue-retention",
    "sectionRef": "GRR",
    "publicationDate": "2023-01-01",
    "attributionNotice": "Metric definitions reference standards published by the SaaS Metrics Standards Board (saasmetricsboard.com). imboard is not affiliated with, endorsed by, or a member of SMSB."
  },
  "benchmark": {
    "p25": 82,
    "median": 91,
    "p75": 95,
    "unit": "%",
    "sourceName": "KBCM/Sapphire SaaS Survey 2024 (15th Annual)",
    "sourceYear": "2024",
    "higherIsBetter": true
  },
  "formula": "GRR = (Starting ARR − Contraction − Churn) ÷ Starting ARR, on the cohort active at period start. Excludes expansion. Capped at 100% by definition. Per SMSB GRR standard.",
  "whyItMatters": "Isolates the \"do customers stay and not shrink\" signal from expansion noise. GRR is the true downside floor on retention — boards use it to spot product or onboarding deterioration that NRR can hide.",
  "interpretationGuidance": "Per KBCM/Sapphire Private SaaS Company Survey 2024 (§ \"Gross Dollar Retention\"), private SaaS GRR medians typically sit in the high-80s to low-90s, with top-quartile in the mid-90s — distributions vary by ACV cohort and vintage, so pull the current edition. The NRR − GRR gap quantifies expansion contribution; a widening gap with declining GRR is a yellow flag (expansion masking churn). Trend it quarterly — a single-period drop with steady NRR usually means a one-off contraction; persistent decline with flat NRR is a product issue.",
  "relatedKpiIds": [
    "customers.net_revenue_retention",
    "customers.logo_retention_rate",
    "customers.logo_churn_rate",
    "customers.churn_risks",
    "sales.arr"
  ]
}