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  "documentTitle": "The Ultimate Guide To ARR",
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      "text": "Figure 2.6 - The different components of ARR and how to move them",
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      "text": "Hopefully, you now have a deeper understanding of ARR and each of its components. There was a lot to digest, so we've created a cheat sheet for you (see Figure 2.6 above).",
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      "text": "The obvious tactic is to target win-back campaigns at churned customers. But over the long run, what will ultimately drive restarts is your ability to fix key product issues. Resolve the reasons that customers churn, and you'll see some customers restart.",
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      "text": "ARR Component, Definition, Levers; Gross New, The total value of subscriptions from new customers., Increase lead volume...; Expansion, The total value of additional spend..., Pricing that better captures...; Contraction, The total value of reduced spend..., Improve onboarding...; Churn, The total value of canceled paid subscriptions., Shore up key product gaps...; Restart, The total value of new subscriptions from previously churned customers..., Closing known product gaps...",
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