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For agencies running retainers and SaaS founders: model recurring revenue from either your active plans, or from net-new + expansion − churned MRR. See MRR, ARR, net-new MRR, and month-over-month growth %.
Estimate, not a quote. For planning only.
| Net Revenue Retention "good" | ≥ 100% (no leak) |
| NRR "best-in-class" SaaS | ≥ 120% |
| Agency retainer churn (annual, healthy) | < 25% |
| ARR formula | MRR × 12 |
Sources: Bessemer SaaS Index; agency benchmarks (market scan). See STAOS benchmarks dataset.
Agency retainers are recurring revenue too. If your "new logo" MRR each month barely outpaces churn, growth stalls — even when the top-of-funnel is fine. STAOS rebuilds the close + retain motion.
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