Net new logo

A first-time customer, as distinct from expansion within existing accounts. NNL is the cleanest measure of acquisition efficiency.

Where this term appears on Landbase

Frequently asked questions

How is net new logo different from new ARR?
Net new logo counts customers acquired; new ARR counts revenue from those acquisitions plus any expansion. NNL is the cleaner measure of acquisition motion health; new ARR can be inflated by expansion.
What's the right NNL target for a Series C B2B SaaS?
Depends on motion. For a $100K-ACV enterprise motion: 30 to 80 NNL per quarter. For a $25K-ACV mid-market motion: 100 to 300. The benchmark matters less than the trend. Flat NNL across quarters is a yellow flag.
What kills NNL most often?
Pipeline coverage dropping below 3x quota. When coverage thins, AEs work the late-stage deals harder, which means new opportunity creation stops. Two quarters of low coverage usually produces a quarter of weak NNL.
Should you cap NNL at small accounts?
For most categories: yes. Closing a $5K deal that costs $30K to acquire produces an NNL count but destroys CAC payback. Setting a minimum deal size for NNL counting forces sanity.
How does Landbase impact NNL?
By improving the top-of-funnel quality. More accounts that match the ICP, fewer rep cycles on accounts that won't qualify. Most NNL improvements from Landbase customers come from working a tighter, scored list.