// Metrics
Expansion ARR
Incremental ARR from existing customers via upsell, cross-sell, seat expansion or usage growth.
In depth
Expansion ARR is the highest-margin ARR (no CAC, no ramp). Companies with expansion ARR > 30% of new ARR are structurally more valuable. Comp-plan design for expansion is the make-or-break lever.
Related terms
Upsell
Moving an existing customer to a higher tier, more seats or a bigger contract.
Cross-sell
Selling an additional product or SKU into an existing customer.
NRR
Net Revenue Retention, % of recurring revenue retained from existing customers over 12 months, including expansion, minus churn and contraction.
Land and Expand
GTM motion: win a small initial footprint, then grow ACV inside the account via seats, products or use cases.