Revenue and sales
Recurring revenue is the share of turnover that renews itself on a fixed schedule, through a contract or a subscription, rather than depending on a fresh sale each time.
In Enrico Giubertoni's method it is the honest measure of customer loss: put revenue churn, the share of recurring revenue that left in the period, next to the count of customers who left, because losing two large contracts barely moves a count of logos.
An example
An industrial services company works on annual contracts. In one quarter it loses ten small customers and two major accounts: the customer count shows a mild dip, while the recurring revenue that walked out shows the real loss, the one next year's budget will have to cover.
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