Author: Kaveri Kalavath

New customer logos may be the lifeblood of top-line revenue growth and the focus of sales and marketing teams. But renewals have emerged in the last few years as a key growth driver for SaaS companies. A recent McKinsey study indicated that existing customers can drive between a third and a half of new revenue growth, even at startups. And we’ve all seen the data that says new customer acquisition costs 5X as much as customer retention. Many companies today focus on a 100% NRR (net retention rate) as a way of protecting and enhancing their bottom line earnings. Existing…