How to Calculate Deal-Based Renewal Rate

Deal-based renewal rate measures the percentage of renewal deals won out of the total number that were up for renewal in a period.  To measure deal-based renewal rate, you take your total number of renewal deals in a given period, and divide by the number of deals that expired in that same period.  

For example, if you had 380 renewal deals in Q2, and 400 deals that were up for renewal in Q2, then your deal-based renewal rate would be 380 / 400 = 95%.

To measure deal-based renewal rate with Salesforce data,

first count the number of closed won opportunities with a type of “renewal” with a close date in the period you are measuring.  Then count the number of opportunities that had a subscription end date in that same period. Then divide the closed won renewal opps by expired opps.

To measure deal-based renewal rate with HubSpot CRM data,

first count the number of closed won deals with a type of “renewal” with a close date in the period you are measuring.  Then count the number of deals that had a subscription end date in that same period. Then divide the closed won renewal deals by expired deals.

Rekener can calculate deal-based renewal rate automatically,

and can measure it by sales rep, by account, industry, or any other breakdown.  Check out our Customer Success Analytics app to see how Rekener calculates deal-based renewal rate automatically.

Deal-based renewal rates can sometimes be misleading if you are renewing a lot of deals early.  To overcome this, you might want to look at deal-based renewal rate on a cohort basis.

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Gregory Keshian

Greg is COO and Co-Founder at Rekener. Greg’s entire career has been focused on using BizOps to grow recurring revenue businesses. Before joining Rekener, he served as VP of Operations at ZeroTurnaround, where he built its BizOps practice and team. He did the same for the AVOKE call center analytics business, a SaaS company within BBN Technologies. He got his start in BizOps for recurring revenue businesses while at AppNeta.

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