In plain English
Revenue this period from last period's customers, including expansion and churn. NRR > 100% means existing customers fund growth even without new logos.
Why it matters now
Best-in-class SaaS NRR is 120%+. For cross-border vendors, NRR reveals whether local product-market fit is real — churn tells the truth faster than acquisition.
How it shows up in practice
- 01
Invest in customer success headcount early in new markets.
- 02
Track gross vs net retention — gross isolates churn.
- 03
Price for expansion (usage-based, seat-based).
Related terms
From vocabulary to strategy
Need NRR to actually move pipeline in a new market?
We advise technology companies on applying these ideas to cross-border go-to-market — especially between China and Europe.
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