Why net revenue retention in HubSpot is usually wrong: HubSpot deals record bookings at a point in time, while NRR measures recurring revenue changing across a period. Three gaps cause most errors. Recurring revenue derived from the deal Amount property rather than from line items with recurring billing terms. Expansion and contraction logged in the same pipeline as new business, or not logged at all. Churn and downgrades recorded without a consistent amount or effective date. Fixing all three means modelling recurring revenue, post-sale changes and lost revenue as separate, dated events, then reconciling to finance.

How a small team gets the revenue operations of a much bigger company, if it automates in the right order.