Gross Revenue Retention (GRR)
This is a measure of how much revenue from a customer is kept without accounting for expansion over a predetermined period. It's an indication of how much revenue (from a customer) you retain even if growth stalls.
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THE TRUTH: Your GRR must answer the question "How much of our starting revenue did we retain after churn and downgrades, disregarding upsells?" This tells the severity of our bleeding before counting any wins.