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  "documentTitle": "The Ultimate Guide To ARR",
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      "text": "Increase lead volume\nImprove funnel conversion\nIncrease the starting price point",
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      "text": "Everything outside Gross New ARR is influenced by existing customers, starting with Expansion and Contraction.",
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      "text": "Dialing in the performance of Gross New ARR requires a deep understanding of your company's Ideal Customer Profile (ICP). Your ICP is a generalized representation of types of people or companies you want to sell to (and hopefully are also building for). You'll want to be clear on what pain points your product solves for them, how you differentiate your solution from the competition, and how you price your product based on that.",
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      "text": "You can help them in this journey by providing clear and concise reporting on the upstream metrics that feed into Gross New ARR, such as top-of-funnel reporting and segmenting performance by firmographic attributes (e.g., geography, company size, buyer persona).",
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      "text": "Because this segment of the business was so important in getting the overall forecast right, the company eventually had to create an entire forecast model just for new customers, which they referred to as the Cold Start model.",
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      "text": "These components are really two sides of the same coin: one tells you if an existing customer increased their spend (expansion) and the other if they decreased (contraction).",
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      "text": "Operationalizing this means your sales, marketing, product, and growth teams must be aligned and in lockstep with your go-to-market strategy.",
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      "kind": "title",
      "text": "LEVERS TO PULL",
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      "kind": "title",
      "text": "HOW TO OPTIMIZE IT",
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