01

Case study · PRV-009

Net revenue retention up 18 points in nine months

Segmented the base by expansion potential and rebuilt renewals around usage, not contract dates.

Client

B2B software company

$40M ARR

Industry

Software

Service

Strategy & Growth

Length

9 months

Year

2025

Statement of result · Net revenue retention

Sample data

Before

94%

+18 pts

After

112%

Change

+18 pts

Relative

+19.1%

Timeline

9 months

Baseline 94

Source

Billing system export, FY2024 vs FY2025.

Software team working at desks in an open office

Fig. · Client site — B2B software company

Sample image

Software team working at desks in an open office

Fig. · Client site — B2B software company

Sample image

01 · The question

Customers renew, but they don't expand. Where is the expansion revenue hiding?

02 · What we found

—

—

Most expansion came from a small set of accounts, all with a named internal champion.

Most expansion came from a small set of accounts, all with a named internal champion.

—

—

Renewals were run by contract date; usage signals arrived after the decision had been made.

Renewals were run by contract date; usage signals arrived after the decision had been made.

—

—

Pricing tiers capped usage below what growing customers needed.

Pricing tiers capped usage below what growing customers needed.

03 · What we did

We segmented the base by expansion potential, moved renewal conversations 120 days earlier around usage data, and added a usage-based tier for accounts outgrowing their plan.

Deliverable · Account expansion map

Sample · PRV-009

Account expansion map

Measure

Result

Result

Note

Accounts with a named champion

Accounts with a named champion

64%

64%

From 38%

From 38%

Renewals started 120+ days out

Renewals started 120+ days out

91%

91%

From 22%

From 22%

Net revenue retention

Net revenue retention

112%

112%

From 94%

From 94%

B2B software company

Strategy & Growth ·

2025

04 · What happened

Net revenue retention rose from 94% to 112% over nine months, measured on billing data.

Before

94%

+18 pts

After

112%

Before

94%

After

112%

Timeline

9 months

Source

Billing system export, FY2024 vs FY2025.

Illustrative sample data. Provan, its people, clients, figures and sources are fictional and shown for demonstration only.

04

Next step

Facing something similar?

Talk to Helena.

Helena Marsh leads Strategy & Growth. A 30-minute call is enough to tell whether a result like this is within reach for you.

Book a call

View Strategy & Growth

Your request

≤ 1 working day

A partner replies

We’ll respond within one working day.

04

Next step

Facing something similar?

Talk to Helena.

Helena Marsh leads Strategy & Growth. A 30-minute call is enough to tell whether a result like this is within reach for you.

Book a call

View Strategy & Growth

Your request

≤ 1 working day

A partner replies

We’ll respond within one working day.

04

Next step

Facing something similar?

Talk to Helena.

Helena Marsh leads Strategy & Growth. A 30-minute call is enough to tell whether a result like this is within reach for you.

Book a call

View Strategy & Growth

Your request

≤ 1 working day

A partner replies

We’ll respond within one working day.

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