Calculator Inputs
Use the fields below to model acquisition, expansion, churn, pricing uplift, and scenario sensitivity.
Example Data Table
| Input | Example Value | Why It Matters |
|---|---|---|
| Starting MRR | $25,000 | Sets the opening recurring revenue base. |
| Monthly Leads | 320 | Feeds the top of the revenue funnel. |
| Qualification Rate | 28% | Determines how many leads become viable deals. |
| Win Rate | 22% | Converts qualified demand into paying customers. |
| Average New Customer MRR | $650 | Defines MRR added per closed customer. |
| Monthly Churn Rate | 1.2% | Removes recurring revenue from the existing base. |
| Expansion Rate | 1.8% | Adds upsell and cross-sell growth. |
| Sales Cycle Lag | 1 month | Shifts new MRR recognition into future months. |
Formula Used
This model is a planning tool for CRM and pipeline forecasting. It helps estimate recurring revenue direction using controllable assumptions, but it does not replace accounting policies, billing logic, or cohort-level finance reporting.
How to Use This Calculator
- Enter your current recurring revenue as Starting MRR.
- Set the number of months you want to project.
- Add lead volume, lead growth, qualification rate, and win rate.
- Enter the average MRR gained from each new customer.
- Add churn, contraction, expansion, and any reactivation revenue.
- Set price uplift timing if you expect pricing changes.
- Choose a scenario to stress test the model.
- Press Calculate Projection to show results above the form.
Frequently Asked Questions
1. What does this calculator project?
It projects monthly recurring revenue using CRM and pipeline assumptions like leads, qualification, win rate, average contract value, churn, expansion, and pricing changes.
2. Why is sales cycle lag included?
Lag separates deal creation from revenue recognition. That gives a more realistic timeline when deals close now but revenue starts in a later month.
3. What is the difference between created and recognized new MRR?
Created new MRR is generated by current pipeline activity. Recognized new MRR is the amount that actually lands in a projected month after lag timing is applied.
4. Should I use gross churn or logo churn here?
Use revenue churn. This model works on MRR movement, so a percentage of opening MRR is more useful than a customer-count churn input.
5. What does the scenario multiplier change?
It adjusts acquisition output and slightly influences expansion. That makes optimistic and conservative planning easier without rewriting every underlying assumption.
6. Can I use this for annual planning?
Yes. Set the projection to 12 months or more, then review Ending ARR, monthly growth, and pending pipeline MRR to support budgeting and hiring plans.
7. Does this replace a cohort retention model?
No. It is faster and simpler than a cohort model. Use it for planning direction, then validate important decisions with deeper retention analysis.
8. Why export CSV or PDF?
CSV helps with spreadsheet analysis. PDF is useful for sharing assumptions, summary metrics, and monthly projections with leadership, finance, or sales teams.