Editing Renew (section)

==Set targets, not aspirations==

Vague goals ("delight the customer," "drive adoption") can't be measured or missed. Real targets for this phase:

* '''Net Revenue Retention (NRR)''' — [(starting recurring revenue + expansion − contraction − churn) ÷ starting recurring revenue] × 100. Segment by ACV before comparing anything — it's the single most reliable lens for NRR benchmarking, and the spread is wide: SMB tiers run roughly 90–105%, the $25K–50K ACV band sits at a median of 102% (111% top quartile), and enterprise tiers reach 115–125% on the strength of expansion. A single blended company-wide number hides which tier is actually carrying it and which is dragging it down.
* '''Gross Revenue Retention (GRR)''' — the same formula without expansion in the numerator, so it can never exceed 100%. This is where a leaky base shows up even when a few big upsells are making NRR look fine. 95%+ is the generally accepted healthy floor.

GRR and NRR are reported side by side on purpose: a strong NRR built on expansion inside a shrinking base is a warning sign the top-line number hides.