Business Pitch Dictionary by pitch.dog
Retention, churn & expansion · Core

Gross revenue retention

Also called: GRR, gross dollar retention

ELI5

Starting recurring revenue retained after contraction and churn, before expansion.

Used in conversation

“Compare gross revenue retention with the same cohort and period before drawing a conclusion.”

Pitch context

You will see “Gross revenue retention” in go-to-market plans, sales forecasts, account reviews and commercial proposals when the discussion reaches retention, churn & expansion.

Why it matters: It helps a reader interpret retention, churn & expansion without confusing the measure, decision, role or evidence being discussed.

Connected terms

  • Net revenue retentionGross retention excludes expansion; net retention includes expansion and contraction within the defined customer base.
Sources & evidence · 2

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.