The Gross Revenue Retention (GRR) Calculator measures the percentage of recurring revenue retained from existing customers, explicitly excluding expansion and upsell revenue. Capped mathematically at 100%, GRR isolates the underlying stickiness and durability of your core product.
Mathematical Formula
GRR (%) = ((Starting MRR - Downgrades - Churn) / Starting MRR) * 100
NRR vs GRR Analysis
A startup can report a sparkling 125% NRR by heavily upselling its top 5% of customers while bleeding 20% of its customer base. GRR cuts through this distortion, exposing if the core product is genuinely retaining baseline revenue.
Frequently Asked Questions (FAQ)
What is a great GRR benchmark for enterprise software?
Top-tier enterprise B2B SaaS targets 90% to 95%+ GRR. For SMB-focused products, 80% to 85% is considered strong.
Can GRR exceed 100%?
No. Because expansion revenue is omitted by definition, the mathematical maximum possible GRR is 100% (zero churn and zero downgrades).