When to use ARR (and when not to)
If run rate calculations are notoriously unreliable, why does anybody use them? In some cases, it’s because they don’t know any better, and in other cases, it’s because there really are no better options. For recurring revenue businesses like SaaS startups and other subscription-based companies, there’s typically a more meaningful metric. That’s MRR, or monthly recurring revenue. But we’ll get to MRR later in the article.
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Do use ARR to set goals for sales teams
There are some situations in which it makes perfect sense to rely on run rate calculations, such as setting goals for sales teams.
There can be tremendous consequences if your budget overreaches, but having overly ambitious personal goals is a lot less problematic. ARR is a quick and easy calculation that individual sales reps or entire teams can use. It creates an annual sales target that’s worth working towards. Using that number as a guidepost can help you know whether you’re on pace to meet your annual goal.
Do use ARR to set expectations for new companies
ARR may also be necessary when it comes to setting expectations for new or newly profitable companies. For some fresh-faced businesses, small sample sizes are all they have to use as a predictor of future financial performance. It’s not the most accurate measure. But a young startup without much data to work with may have few options aside from annual run rate when it comes to setting a sales goal for the company.
Similarly, a struggling business that’s finally had its “hockey stick moment” may decide to use an annual run rate based on their first post-surge quarter. To get a better perspective on what their new normal may look like.
Don’t use ARR when talking to investors
Businesses often make the same common mistakes in their application of run rate calculations. And chief among them is using ARR when talking to investors.
It’s tempting to take your company’s best-ever sales month and use it as the basis for an incredibly optimistic ARR calculation. That you can show off to your investors, of course. However, this is a bad idea for a couple of reasons. For starters, many investors know how deceptive these numbers can be. They can be skeptical of any best-case scenario that’s presented without much hard data to back it up. Second, if investors do accept your ARR at face value, you may be setting them up for disappointment should the prediction fail to pan out.
If you do try to sell investors on an ARR, make sure you present the figure with plenty of context. And are prepared to answer any questions they may have.
Don’t use ARR when planning a budget
Budgets need to be as accurate as possible to avoid overspending And as we’ve seen, run rates are much too easily skewed to provide a realistic assessment of what you can and can’t afford.
A company’s sales revenue from past years provides a much more solid basis for budget projections. Brand-new startups will not have that luxury, of course, but should still be as accurate and conservative as possible in their estimates.
Monthly recurring revenue
MRR refers to the total amount of revenue that comes from subscription payments each month. Taking into account both the increased profits from new or upgrading customers and the financial hit from customers who cancel or downgrade their subscription.
This calculation excludes one-time sales, though. Since they’re not a form of recurring revenue. And it must divide quarterly, semi-annual, and annual payments by their intended subscription lengths to determine their actual monthly value.
The formula for calculating true MRR involves taking the baseline recurring revenue from the beginning of the month and adding all of the additional revenue from new and upgrading customers. Then subtracting the lost revenue from downgrades and churn.
Why accurate MRR calculations are best for recurring revenue businesses
Tracking MRR gives you a more accurate way to measure growth and provides a more stable basis for financial forecasting. To learn additional ways you can improve the precision and effectiveness of your sales forecasting, check out these sales forecasting methods.
Using MRR to inform your ARR
If you are a new or newly successful company and you need to rely on ARR to some extent, make sure your calculations are based on your true MRR, not just total first month or Q1 profits. All you have to do is calculate your MRR and then multiply it by 12 to get a more accurate ARR. Sales software and sales apps can help.
Check out Zendesk Sell, an industry-leading CRM software platform.
Be sure to avoid the same common mistakes that are known to skew all run rate calculations, like forgetting to factor in seasonal sales trends, upcoming product launches and feature updates, or any other outlier events.
As a forecasting method, run rate calculations may not always be accurate enough to form the basis of a budget plan or a pitch to an investor. But when based on true MRR, they can still be a great way for sales teams and organizations to set goals and expectations for the future.