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  "documentTitle": "The Ultimate Guide To ARR",
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  "notes": "The text uses an analogy of an oxygen mask to emphasize the priority of understanding ARR before other business metrics.",
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      "text": "Now, here’s the thing: Your ability to set up the right metrics—funnel and",
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      "text": "For example, as we started building the world’s first “connected spreadsheet”, we wanted to know, “What data sources are users connecting Equals to?”. The next, most interesting, and most important question we wanted to answer was, “Of the users who connected data source X, what percentage were paying for Equals vs. those that connected data source Y?”. And from there, “What plan are they on?”, “How much do they pay?” and so on and so forth.",
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      "text": "So, before we go any further, let’s establish that ARR is the most important metric in any subscription business. It’s the lifeblood of the company, how investors will ultimately value it, and where the rubber meets the road with your customers.",
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      "text": "Need one more? Too easy. When determining how to measure onboarding and define user activation, you’ll want to ensure that whatever you’re looking to drive users to do in your product correlates nicely with them becoming a paid and retained customer.",
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      "text": "Nailing ARR reporting will help keep your business breathing. It’s the foundation for answering nearly every other question in your business. Practically speaking, it’s the very first thing you’ll want to segment by when asking those questions.",
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      "text": "It’s the most important metric because it underpins every crucial question in your business. You know how you should always put your oxygen mask on before helping others when you fly? It’s the same thing with understanding the dynamics of your business—understand your ARR first before trying to answer other questions. Because if you don’t, your company will die. Metaphorically, of course.",
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      "text": "Still not convinced? OK. Let’s say you’re trying to figure out which lead sources or marketing channels are working. Your first and most important question will be whether those leads convert to paid customers. If so, for how much? And how long do they stick around?",
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