PeakSpan and Ibbaka Net Revenue Retention Survey 2025

Introduction

PeakSpan Capital and Ibbaka are conducting their 3rd annual NRR survey to better understand current and go-forward expectations for Net Revenue or Net Dollar Retention (NRR or NDR) and the actions that drive improvement. This is a follow up from the 2023 and 2024 surveys (available here). The information is used to help companies benchmark and adopt best practices.

PeakSpan Capital is a growth equity firm based in New York City and San Mateo. Having partnered with over 40 high-growth software businesses and with $1.5B+ in AUM, PeakSpan’s mission is to be the partner of choice for growth-stage entrepreneurial teams who are building amazing software targeted at business buyers of all sizes. PeakSpan combines deep domain expertise within a select number of themes with a proprietary technology platform providing visibility into company and market performance to help disruptive entrepreneurs drive resilient, risk-adjusted value creation. To learn more about PeakSpan Capital and its portfolio, please visit www.peakspancapital.com.

Ibbaka helps B2B Saas and AI agent companies to sell with clarity and price with confidence. We provide consulting services and AI powered software to help companies package and price their software and data solutions.

Contact info@ibbaka.com for more information.

All results will be kept confidential and will not be shared. If you are interested in receiving a summary of the report, please provide your email at the end of the survey.

Question Title

* 1. What do you target? (Pick all that apply)

B2B (Small and Medium Businesses)

B2B (Enterprise)

B2B (All)

B2B (Business Professionals)

B2G (Government)

B2C

NGO and Non Profit

M2M (Machine to Machine)

Other (please specify)

None of the above

Question Title

* 2. What is your primary growth motion (most companies have a lead growth motion and many have one or two additional supporting growth motions). Your growth motion is how you go to market and win customers.

Product Led Growth

Sales Led Growth

Service Led Growth

Partner Led Growth

Community Led Growth

Relationship Led Growth

AI Led Growth

Other (please specify)

Question Title

* 3. What is your package architecture?

One Big Package

Independent Modules (two or more)

Platform with Extensions

Multisided Market Platform

Good Better Best - Three Packages

Good Better Best - Free +Three Packages

Good Better Best - Three Packages + Enterprise

Good Better Best - Free +Three Packages + Enterprise

API Integrator

Data Feed Manager

Agent

Family of Agents

Other (please specify)

None of the above

Question Title

* 4. What was your NRR in the previous fiscal year? If there has been no change year-to-year then NRR was 100%. If recurring revenues went down 5% then NRR was 95% (this could be the result of churn or shrinkage). If there was a 5% increase then NRR was 105% (this could be a result of upsell, cross sell, or growth in package).

Question Title

* 5. What is your target NRR for the current fiscal year?

Question Title

* 6. What was your revenue churn in percent in the previous fiscal year?

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* 7. What is your expected revenue churn this fiscal year?

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* 8. Have you or do you plan to introduce AI enabled agents?

Have introduced one agent

Have introduced multiple agents

Planning to introduce agents

Investigating the introduction of agents

Do not plan to introduce agents

Question Title

* 9. What impact will agents have on Net Revenue Retention?

Improve NRR through expansion revenue

Improve NRR through reduced churn

Improve NRR through expansion revenue and reduced churn

Reduce NRR by reducing expansion revenue

Reduce NRR by increasing churn

Reduce NRR by reducing expansion revenue and increasing churn

Will increase expansion revenue but also increase churn

Will reduce churn but also reduce expansion reveue

Unknown at this point

Question Title

* 10. What impacts are AI agents having on the B2B software space?

Question Title

* 11. Which of the six NRR factors is most important to you?

Reduce Churn

N/A

Grow In Package

N/A

Increase Upsell

N/A

Reduce Shrinkage in Package

N/A

Increase Cross Sell

N/A

Reduce Downsell

N/A

Question Title

* 12. How confident are you that you will meet your NRR target this year?

100%

95% - 99%

80% to 94%

60% to 79%

40% to 59%

20% to 39%

1% to 19%

Question Title

* 13. Who is responsible for achieving NRR targets?

Sales

Customer Success

Sales and Customer Success

Dedicated Team

Professional Services Team

Not Clear

Other (please specify)

Question Title

* 14. What SaaS vertical do you operate in?

Question Title

* 15. What pricing metrics do you use? (Check all that apply)

Per user

Per Active User

Per Concurrent User

Per site

Customer size measured in revenues

Customer size measured in assets

Customer size measured in number of employees

Number of transactions

Value of transactions

Per Credit

Input tokens

Output tokens

Model Size and Complexity

Model Speed

Devices covered

Nodes connected

Usage metric

Value path completion metric

Other (please specify)

Question Title

* 16. What is your role?

Board

CEO

CFO

CRO

Marketing Lead

Sales Lead

Product Lead

Technology Lead

Customer Success Lead

Finance

Marketing

Sales

Product

Technology

Customer Success

Consultant

Coach or Mentor

Investor (Not on Board)

Other (please specify)

Question Title

* 17. What is your company's Annual Recurring Revenue (12 month forward)

> $1 Billion

$500 - 999 Million

$200 - 499 Million

$100 - 199 Million

$50 - 100 Million

$20 - 49 Million

$10 - 19 Million

$5 - 9 Million

$3 - 4 Million

$ 1 - 2 Million

< $1 Million

Question Title

* 18. Professional services revenues are what percent of subscription revenues?

> 200%

100 - 200%

50% - 99%

30% - 49%

20% to 29%

10% - 19%

5% - 9%

1% - 4%

Question Title

* 19. What ideas or comments do you have on NRR? You can ask questions too.

Question Title

* 20. If you would like a report on this survey, please provide your business email.

Name

Company

Country

Email Address