Gross Dollar Retention (GDR) measures the percentage of recurring revenue retained from existing customers, excluding any expansion or upsell revenue. GDR isolates core retention by only accounting for revenue lost to churn and downgrades. It reveals the underlying health of customer retention independent of the sales team ability to upsell.
GDR isolates core retention. Low GDR is a product-market fit warning regardless of NDR.
Annual GDR > 90–95% in healthy B2B SaaS; lower suggests PMF/ICP issues.
Start $100k; Contraction $3k; Churn $5k → ((100−3−5)/100)=92%.
Traction slide: show GDR with same window as NDR; annotate cohort definition.
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