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      "text": "Figure 2.1 - To understand ARR it should be broken into its component parts",
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      "text": "This “first date” with ARR marked the beginning of my journey to unravel what the hell it is, how it comes to be, and how to measure and forecast it properly.",
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      "text": "Alright, let’s get right into it. Starting from the ground up.",
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      "text": "I quickly learned why breaking ARR into its component parts was critical to understanding the story of the business and how to influence it. Each component represented a distinct and different area of the business we could impact. With this fundamental and deep understanding of Intercom’s ARR, we oriented the company. Specific teams were assigned to own different components and their associated targets. This shift in focus played a huge role in driving the hyper-growth in the years that followed.",
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      "text": "a clue what it meant to record “Gross New ARR” or how to think about “Expansion”, “Contraction”, or “Churn.” And what on earth was “NRR”? So. Many. Acronyms.",
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