Logo Retention
The percentage of named accounts still on the journey — churn counted by company, not by dollar.
Logo Retention (also called Customer Retention Rate) measures the percentage of customer accounts — named companies — that remain customers at the end of a period. The calculation: (Customers at End of Period - New Customers Acquired) ÷ Customers at Start of Period × 100. Unlike revenue retention metrics (NRR, GRR), logo retention treats every customer equally regardless of contract size — a $1,000/year SMB account and a $100,000/year enterprise account both count as one logo. This makes logo retention the right metric when you want to understand churn patterns independent of revenue concentration, particularly useful in markets where a few large accounts could mask many small churn events in revenue-based metrics.
Logo retention and gross revenue retention together tell a complete story of customer health. A business with 85% logo retention and 90% GRR has a few high-value customers churning and many smaller customers staying — very different dynamics than a business with 95% logo retention and 80% GRR, which has most customers staying but those who leave are the large, high-value accounts. Both situations require intervention, but the intervention targets (large enterprise accounts vs. high-volume SMB) and approaches (executive relationship management vs. scaled customer success programs) are completely different. Segmenting both logo and revenue retention by customer size reveals which tier is the retention problem.
For customer success teams and the content teams that support them, logo retention creates accountability at the account level. Each churned logo represents a relationship that failed — regardless of its revenue size — and the aggregate of churned logos reveals patterns: which customer segments are churning, at what point in the lifecycle, and with what prior signals. Content that targets the highest-churn segments (often SMB accounts that lack internal champions, onboarded without guidance, and never reached full adoption) is the most direct lever on logo retention improvement. Customer health content — milestone emails with embedded product videos, quarterly business review templates, and success story spotlights from similar companies — keeps the product visible and valuable between sales team touchpoints.
Related terms
- Gross Revenue Retention (GRR)— NRR without expansion's flattery — just the raw retention story, like the One Ring without the enchantment.
- Churn Rate— The percentage who walked into the Prancing Pony and never came back — the metric nobody wants to present.
- Net Revenue Retention (NRR)— Whether your existing Fellowship is growing its contribution — without adding any new members to the party.
- Customer Health Score— The composite signal telling you if your customer is Aragorn at his best or Boromir near the end.