In the world of SaaS, so much focus is given to customer acquisition that the value of existing customers is often inadequately emphasized. In fact, at least 30% of revenue should be coming from current accounts.
Businesses operating in the SaaS niche wishing to establish dependable recurring revenue must build a business model around satisfied customers. Not only does this mentality reduce revenue-killing customer churn but it can also actively enhance monthly recurring revenue (MRR).
source https://blog.fusebill.com/maximizing-recurring-revenue-customers-realize-value-saas-product
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