GRR — Gross Revenue Retention
Definition: The percentage of recurring revenue retained from existing customers, excluding upgrades. GRR shows pure stickiness — capped at 100%.
Example
A SaaS with 95% GRR keeps 95 of every 100 dollars from last year's customers. 5 dollars churned. The gap between GRR and NRR is expansion revenue.
When you'll hear it
GRR shows up most often in board meetings, quarterly business reviews, and strategy off-sites. When someone uses it, they're usually referring to gross revenue retention — and they expect the room to already know what that means.
FAQs
What does GRR stand for?
GRR stands for Gross Revenue Retention.
What does GRR mean in business and finance?
The percentage of recurring revenue retained from existing customers, excluding upgrades. GRR shows pure stickiness — capped at 100%.
Where will I hear GRR used at work?
GRR comes up most often in board meetings, quarterly business reviews, and strategy off-sites. It's used as shorthand for gross revenue retention, so people assume you already know the term.