HubSpotCRM & MarketingMonthly Recurring Revenue
Monthly recurring revenue (MRR) is the normalised monthly value of all active recurring deals in HubSpot. It standardises annual, quarterly, and monthly billing frequencies into a single monthly figure that reflects the predictable revenue run rate.
HubSpot metric
MRR = Sum of (Active Recurring Deal Values Normalised to Monthly)
Monthly recurring revenue (MRR) is the normalised monthly value of all active recurring deals in HubSpot. It standardises annual, quarterly, and monthly billing frequencies into a single monthly figure that reflects the predictable revenue run rate.
Full guide: definition, formula, and benchmarksHow to calculate Monthly Recurring Revenue
MRR = Sum of (Active Recurring Deal Values Normalised to Monthly)
Why Monthly Recurring Revenue matters for HubSpot users
MRR is the heartbeat of subscription businesses. It provides a consistent measure of revenue momentum that strips out the noise of billing timing, one-time charges, and seasonal fluctuations.
HubSpot users tracking MRR in their deal pipeline can decompose changes into new business, expansion, contraction, and churn components to understand exactly which motions are driving revenue growth or decline each month.
Driver
Conversion rate
Outcome · 58% contribution
Revenue
Understand and act on Monthly Recurring Revenue with KPI Tree
Connect HubSpot recurring revenue deal data to KPI Tree through your warehouse. Build an MRR decomposition tree showing new, expansion, contraction, and churned MRR with ownership assigned to each motion.
Set daily alerts on material MRR changes so revenue teams can investigate significant movements promptly.
Get started with your HubSpot data
MCPPull metrics from HubSpot directly through the Model Context Protocol.
Connect your existing warehouse where HubSpot data already lands.
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Related HubSpot metrics Ready to add to your trees.
Customer Churn Analysis
CRM & MarketingChurn Rate = (Customers Lost in Period / Customers at Start of Period) x 100
Customer churn analysis measures the rate at which customers stop doing business with you over a defined period. It examines churn by segment, reason, tenure, and value to uncover actionable patterns in customer attrition.
View metricCustomer Lifetime Value
CRM & MarketingLTV = Average Revenue Per Customer x Average Customer Lifespan
Customer lifetime value (LTV) estimates the total revenue a customer will generate across the entire duration of their relationship with your business. For HubSpot users, it aggregates deal values, renewals, and upsells tracked in the CRM.
View metricDeal Size Distribution
CRM & MarketingDeal size distribution analyses the spread of closed-won deal values across defined size bands. It reveals whether revenue is concentrated in a few large deals or diversified across many smaller ones, and how the mix is shifting over time.
View metricPipeline Value
CRM & MarketingPipeline Value = Sum of All Open Deal Amounts
Pipeline value is the total monetary worth of all open deals in your HubSpot sales pipeline. It represents the potential revenue available for conversion and serves as the foundation for revenue forecasting and target attainment planning.
View metricExplore Monthly Recurring Revenue across integrations
All HubSpot metrics
Activity Volume Per ContactContact Engagement ScoreContact Segmentation AnalysisCustomer Acquisition CostCustomer Churn AnalysisCustomer Lifetime ValueCustomer Support Ticket AnalysisDeal Size DistributionSales Pipeline VelocityEmail Engagement RateForm Conversion RateLead Conversion RateLead Scoring AnalysisLead Source PerformanceMarketing Attribution AnalysisPipeline Stage Conversion AnalysisPipeline ValueQuote-to-Close RateSales Cycle LengthSales Forecast AccuracySales Funnel AnalysisSales Rep Performance AnalysisWin RateWorkflow Automation EffectivenessDeal VelocityEmpower your team to understand and act on HubSpot data
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