Sales & Pipeline

Annual Recurring Revenue ARR

CEO CFO VP Sales CMO

Annual Recurring Revenue (ARR) is the annualized value of all active subscription contracts, normalized to a one-year period. It is the primary top-line metric for SaaS businesses because it reflects predictable, recurring revenue streams rather than one-time transactions. ARR growth rate is one of the most watched metrics by SaaS investors and boards.

ARR should include only recurring revenue; one-time fees, professional services, and variable usage revenue are typically excluded from pure ARR calculations.

Formula

Sum of all active subscription contract values annualized

Where It Lives

StripeSubscription revenue and ARR movement tracking
ChartMogulARR cohort analysis and MRR-to-ARR conversion
SalesforceContract value and renewal ARR tracking
LookerCustom ARR dashboards and waterfall reporting

What Drives It

New customer ARR from new business closed
Expansion ARR from upsells and seat growth
Churned ARR from cancellations
Contraction ARR from downgrades
Average contract value changes

Causal Analysis: ARR waterfall analysis (new, expansion, contraction, churn) reveals which components are driving growth or erosion, enabling targeted causal investigation into each movement type.

Benchmark

Top-quartile SaaS companies grow ARR at 50%+ at under $10M ARR and sustain 30%+ growth through $100M ARR (the T2D3 growth path).

Common Mistake

Including one-time or non-recurring revenue in ARR calculations, which inflates the number and misleads investors and internal planning.

How different roles think about this metric

Each function reads ARR through a different lens and takes different actions when it changes.

CEO

The CEO uses ARR growth rate as the primary scoreboard for the business and the central figure in board reports, fundraising, and strategic planning.

CFO

The CFO uses ARR as the foundation for revenue forecasting, cash flow modeling, and valuation discussions with investors.

VP Sales

VP Sales manages to a net new ARR target and decomposes it into new business, expansion, and renewal goals for the team.

CMO

The CMO tracks marketing-sourced ARR to demonstrate revenue attribution and justify growth investment.

Common Questions About Annual Recurring Revenue

Click any question to expand the answer.

What is the difference between ARR and MRR?

MRR (Monthly Recurring Revenue) is the monthly snapshot of recurring subscription revenue. ARR is MRR × 12 or the annual sum of all subscription contracts. MRR is used for month-to-month operational tracking; ARR is used for annual planning, fundraising, and investor reporting. The two should be consistent: ARR should equal MRR × 12 for pure monthly subscription businesses.

How is an ARR waterfall constructed?

An ARR waterfall shows the movement in ARR from one period to the next, broken into four components: new ARR (from newly acquired customers), expansion ARR (from existing customers who upgraded or added seats), contraction ARR (from downgrades), and churned ARR (from cancellations). The net change in ARR equals new + expansion – contraction – churn. The waterfall is the clearest way to diagnose what is driving ARR growth or decline.

Should professional services revenue be included in ARR?

Generally no. ARR is meant to reflect predictable, recurring subscription revenue. Professional services, implementation fees, and one-time consulting revenue are excluded because they are not recurring and do not reflect the ongoing value of the subscription model. Some companies report a separate "services revenue" line alongside ARR.

What is rule of 40 and how does it relate to ARR?

The Rule of 40 states that a SaaS company's ARR growth rate plus its profit margin (EBITDA or free cash flow margin) should sum to at least 40%. It balances growth and profitability. A company growing ARR at 50% can run at a –10% EBITDA margin and still meet the rule. It is a benchmark investors use to evaluate the quality of growth.

Related Metrics

Metrics that are commonly analyzed alongside ARR.

MRR | Monthly Recurring Revenue NRR | Net Revenue Retention Churn Rate | Churn Rate GRR | Gross Revenue Retention

Role guides that include this metric

See how each role uses ARR in context with the full set of metrics they own.

CEO Guide → CFO Guide → VP Sales Guide → CMO Guide →

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