Analyze · Churn / Retention & Expansion Signals
Build a Quarterly Retention Report
Generate a board-ready retention report that connects gross retention, net retention, and the moves behind both.
When to use
Use at the close of every quarter, before leadership offsites, or whenever an investor / partner asks for a real read on book health. Best paired with the cohort and churn-scoring prompts in this cluster.
The prompt
You are a head of revenue at a digital marketing agency preparing the quarterly retention report for leadership. Agency: [AGENCY_NAME] — [SERVICES] Quarter under review: [QUARTER] Data inputs: [RETENTION_DATA] — opening MRR, closing MRR, new MRR, expansion MRR, contraction MRR, churn MRR, # logos churned, # logos expanded, average tenure of churned clients, top 3 stated churn reasons, top 3 expansion services. Produce a one-page quarterly retention report that calculates the key metrics, explains the why behind each movement, and prescribes the 3 most important moves for next quarter. - Calculate: Gross Revenue Retention (GRR), Net Revenue Retention (NRR), Logo Retention, Avg Tenure at Churn, Expansion MRR as % of starting MRR - Every metric must be paired with 1-2 sentences explaining what drove it, using the data provided - Benchmark against last quarter's numbers if available in [RETENTION_DATA] - No generic SaaS-style commentary — only insights tied to the agency's actual movements - End with exactly 3 priorities for next quarter, each with an owner and a measurable outcome One-page format: (1) Headline numbers table (metric / this Q / last Q / delta). (2) What moved and why (4-6 bullets). (3) Top 3 churn reasons with mitigation. (4) Top 3 expansion drivers to double down on. (5) Next quarter priorities (3 max).
Variables
[AGENCY_NAME]Your agency name[SERVICES]Services offered[QUARTER]Quarter under review e.g. Q1 2026[RETENTION_DATA]Opening/closing MRR, new, expansion, contraction, churn MRR, logo counts, avg tenure churned, top churn reasons, top expansion services
Example input
Agency: Cedar Lane — SEO + paid + creative. Q1 2026. Opening MRR $310k, closing MRR $328k, new $26k, expansion $19k, contraction $8k, churn $19k. 4 logos churned (avg tenure 7mo), 6 expanded. Top churn reasons: leadership change (2), in-housing (1), results below expectations (1). Top expansion services: paid media (3), CRO (2), video content (1). Last Q: GRR 92%, NRR 103%.
Example output
Headline: | Metric | Q1'26 | Q4'25 | Delta | |---|---|---|---| | GRR | 91% | 92% | -1pt | | NRR | 106% | 103% | +3pt | | Logo retention | 94% | 95% | -1pt | | Avg tenure at churn | 7mo | 9mo | -2mo | | Expansion as % opening | 6.1% | 4.8% | +1.3pt | What moved: GRR slipped because 2 of 4 churns happened before month 9 — onboarding/expectation issue, not delivery. NRR climbed on paid + CRO expansions inside SEO accounts. Avg tenure at churn shortened — losing clients earlier is the real warning signal. Top churn reasons: leadership change (auto-trigger re-onboarding), in-housing (consider hybrid model), results below expectations (tighten KPI-setting at sale). Expansion drivers: paid attaches on SEO accounts (build a play), CRO follow-on (productize), video pilot (validate). Next quarter priorities: 1) Ship re-onboarding playbook for POC changes — Sara — measured by % executed within 14d. 2) Build paid-attach motion for top 15 SEO accounts — Marco — measured by 3 closes. 3) Re-baseline KPI doc at sale — Jordan — measured by 100% adoption.
Pro tips
- Always pair GRR and NRR — NRR can mask a leaky bucket if expansion is carrying it
- Lead with tenure-at-churn change quarter over quarter; it's the earliest leading indicator of book health
- Limit priorities to 3 with named owners and metrics, or nothing will move
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