Customer success and post-sale revenue glossary
Account Plan: An account plan is a written strategy for one customer that lists its goals, stakeholders, risks, and expansion opportunities for the next 6 to 12 months. Annual Recurring Revenue (ARR): Annual Recurring Revenue (ARR) is the yearly value of all active subscription contracts, excluding one-time fees. Champion Change: A champion change happens when the main internal advocate for your product leaves the customer or changes roles. Churn Risk: Churn risk is the likelihood that a customer will cancel or not renew, based on usage, sentiment, support, and relationship signals. Contraction: Contraction is lost recurring revenue from an existing customer who stays but reduces seats, usage, or plan level. Customer 360: A Customer 360 is a single view of one account that combines CRM, product usage, support, billing, and conversation data. Customer Health Score: A customer health score is a composite rating that summarizes how likely an account is to renew and grow. Customer Lifetime Value (CLV): Customer Lifetime Value (CLV) is the total revenue a business expects from a customer over the full relationship. Customer Success Operations (CS Ops): Customer Success Operations (CS Ops) is the function that owns the data, tooling, processes, and reporting behind a CS team. CSAT: CSAT (Customer Satisfaction Score) measures how satisfied a customer was with a specific interaction, usually on a 1 to 5 scale. Digital Customer Success: Digital customer success is a one-to-many approach that uses automated, data-driven outreach to serve accounts at scale. Executive Business Review (EBR): An Executive Business Review (EBR) is a meeting with a customer's senior leaders that proves the business value delivered and agrees on next goals. Expansion Revenue: Expansion revenue is new recurring revenue from existing customers through upsells, cross-sells, added seats, or higher usage. Expansion Signals: Expansion signals are behaviors that show an account is ready to buy more, such as usage near plan limits or new teams adopting the product. Gross Revenue Retention (GRR): Gross Revenue Retention (GRR) is the percentage of starting recurring revenue kept over a period, counting churn and contraction but excluding expansion. Intervention Playbook: An intervention playbook is a predefined set of actions a team runs when a specific risk or opportunity signal appears on an account. Leading Indicator: A leading indicator is a signal that changes before an outcome happens, such as a drop in active users before a non-renewal. Logo Churn: Logo churn is the percentage of customers, counted by account rather than revenue, that cancel during a period. Net Revenue Retention (NRR): Net Revenue Retention (NRR) is the percentage of starting recurring revenue kept over a period after adding expansion and subtracting churn and contraction. Net Promoter Score (NPS): Net Promoter Score (NPS) measures how likely customers are to recommend you, calculated as the percent of promoters minus the percent of detractors. Post-Sale Revenue Intelligence: Post-sale revenue intelligence is the practice of combining customer data across systems to predict renewal risk and expansion, then triggering the right intervention. Product Adoption: Product adoption is the degree to which a customer's users actively rely on a product's key features in their daily work. Quarterly Business Review (QBR): A Quarterly Business Review (QBR) is a recurring customer meeting that reviews results from the last quarter and sets priorities for the next. Renewal Forecasting: Renewal forecasting predicts which contracts will renew, at what value, and when, so leaders can plan retained revenue. Revenue at Risk: Revenue at risk is the recurring revenue tied to accounts currently showing churn or contraction signals. Revenue Churn: Revenue churn is the percentage of recurring revenue lost from cancellations and downgrades during a period. Stakeholder Mapping: Stakeholder mapping is the process of identifying every person who influences a customer's renewal decision and tracking their role and sentiment. Success Plan: A success plan is a shared document between vendor and customer that defines target outcomes, milestones, and owners. Time to Value (TTV): Time to Value (TTV) is how long it takes a new customer to reach the first meaningful outcome from a product. Value Realization: Value realization is the process of defining, delivering, measuring, and proving the business outcomes a customer gets from a product.