B2B sales glossary
MRR (monthly recurring revenue) is the predictable revenue a subscription business earns every month from active subscriptions, normalised to a monthly amount.
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MRR adds up what every active customer pays per month. Annual or quarterly plans are converted to their monthly equivalent, and one-time fees (setup, services) are left out because they don’t recur.
Because it moves every month, MRR is the headline metric for SaaS and subscription companies. Multiply it by 12 to get annual recurring revenue (ARR).
MRR = sum of the monthly subscription value of all active customers. To see why it changed, split the change into four parts:
Worked example — illustrative numbers. MRR in ₹ lakh at the end of each month.
| Term | In one line |
|---|---|
| Sales Growth Formula | Sales growth = (sales this period − sales last period) ÷ sales last period × 100. |
| Sales Velocity | Sales velocity = (Number of Opportunities × Average Deal Value × Win Rate) ÷ Sales Cycle Length. |
| RevOps (Revenue Operations) | RevOps is the unified operations function that runs sales, marketing, and customer success on a single data, tooling, and process spine. |
| Sales Volume | Sales volume is the total number of units (or deals) sold over a defined time period. |
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Monthly recurring revenue.
ARR (annual recurring revenue) is MRR × 12. MRR is used for month-to-month tracking; ARR for annual planning and valuation.
No. Setup fees, implementation services and other one-off charges are excluded because they don’t recur.
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