The following pa琀琀ern was not common. → (Seen with 55 companies.) + Increase cross-sell + Grow in package + Increase upsell — Reduce churn — Reduce shrinkage in package — Reduce down-sell → The most common pa琀琀ern led by a nega琀椀ve NRR factor was also associated with sub par performance (not because you should not address churn, but because the companies have a problem with churn). (Seen with 156 companies.) — Reduce churn + Increase upsell + Grow in package + Increase cross-sell — Reduce shrinkage — Reduce down-sell The following pa琀琀ern was seen mostly with low-performing companies, using Sales-Led → Growth, selling B2G. (Seen with 5 companies.) — Reduce shrinkage — Reduce churn + Increase cross-sell + Grow in package + Increase upsell — Reduce down-sell PeakSpan & Ibbaka Net Revenue Reten琀椀on Research Report September 2023 36