Build a Quarterly Retention Report

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).

• [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

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%.

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.

• 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