¿Qué es la Retención de Ingresos Brutos (GRR) de SaaS?

El porcentaje de ingresos que una empresa SaaS conserva de sus clientes actuales durante un período de tiempo determinado, generalmente un año, se mide mediante la Retención Bruta de Ingresos (GRR) de SaaS. No se incluyen los ingresos por expansiones, ventas cruzadas y ventas adicionales. 

La GRR presenta información relacionada con la capacidad de una empresa para mantener sus ingresos existentes a través de la satisfacción del cliente y la posible expansión. 

Si bien la Tasa de Retención Bruta implica que los clientes optan por la renovación, estudios o encuestas adicionales podrían revelar si esto se deriva puramente de su percepción de valor añadido.

To calculate SaaS GRR: 

SaaS Gross Revenue Retention (GRR) = ((Beginning Period ARR – Contraction ARR – Churn ARR)/Beginning Period ARR).

Scenario:

Consider a software as a service (SaaS) provider of online courses.

• Beginning Period ARR: The company’s Annual Recurring Revenue (ARR) from current clients was $1,000,000 at the beginning of the quarter.
• Contraction ARR: A contraction ARR of $50,000 was triggered by some customers downgrading their subscriptions throughout the quarter.
• Churn ARR: A few consumers completely canceled their subscriptions, resulting in a $30,000 churn ARR.

Cálculo:

Ahora, introduzcamos estos valores en la fórmula:

SaaS Gross Revenue Retention (GRR) = (($1,000,000 – $50,000 – $30,000) / $1,000,000)

GRR = ($920,000 / $1,000,000) = 0.92 = 92%

La satisfacción del cliente, el valor percibido del producto, la eficacia de los esfuerzos de éxito del cliente y la frecuencia de fallos del producto son algunos elementos que afectan a la Retención de Ingresos Brutos (RIB) de una empresa SaaS. 

Since satisfied customers are likelier to stick with a brand and use it going forward, customer satisfaction is very important. Higher retention is also influenced by strong perceived product value when consumers feel the product offers substantial benefits for the cost. 

While the product offers advantages, it’s essential to acknowledge that frequent issues and malfunctions can lead to customer dissatisfaction and potentially impact retention.

Concentrate on these crucial areas to increase your SaaS GRR:

Improve the Client Experience:

• Make sure your product interfaces are easy to use.
• Provide prompt, individualized assistance.
• Actively collect and respond to feedback from customers.

Provide Flexible Billing and Pricing:

• Considera ofrecer varias opciones de planes para abordar diversas necesidades presupuestarias y de utilidad.
• Para mayor flexibilidad, utiliza Precios basados en el uso.
• Se pueden implementar descuentos en las suscripciones como herramienta para incentivar la lealtad del cliente.

Implementa programas sólidos de éxito del cliente:

• Vigila de cerca los datos de comportamiento del cliente para detectar riesgos de abandono.
• Use consumer information to identify potential problems and areas for service improvement.

While there’s reason to believe that adopting these strategies and conducting regular client data analysis can correlate with favorable outcomes such as client retention, increased sales, and the prospect of sustained business growth, it’s crucial to recognize that actual results may be contingent upon a multitude of external variables.

To assess a SaaS company’s growth potential and expansion strategy, it is crucial to comprehend GRR and NRR. While TNR tracks the growth of overall recurring revenue from the current customer base, including expansion revenue, GRR concentrates on keeping the original recurring revenue from customers, omitting ventas adicionales, cross-sells, and expansions. 

While NRR indicates a company’s capacity to grow current relationships and produce more income, GRR offers insights into customer churn and la retención efforts. For a comprehensive understanding of a SaaS company’s revenue growth plan, it is imperative to consider both indicators simultaneously.