The Pitfalls of Using Your CRM to Report Official ARR Numbers

Many SaaS teams try to use their CRM to report ARR and MRR, but this creates serious risks—especially in forecasting, retention analysis, and due diligence. In episode #349, Ben explains why your CRM is rarely the correct source of truth for recurring revenue and where ARR should actually come from to ensure financial accuracy and credibility with investors and acquirers.

Resources Mentioned

• How to Disclose ARR: https://www.thesaascfo.com/cfos-guide-to-disclosing-headline-arr-numbers/
• Ben's SaaS Metrics Course: https://www.thesaasacademy.com/the-saas-metrics-foundation

What You’ll Learn

• Why CRM-based ARR reporting is often inaccurate and easy to break
• The difference between bookings data and revenue-based ARR
• What qualifies as a true source of truth for ARR and MRR
• How invoicing, revenue recognition, and the general ledger fit together
• Why CRM-reported ARR frequently fails under due diligence scrutiny
• When (and only when) a CRM can be trusted for recurring revenue metrics

Why It Matters

• Prevents misleading ARR, MRR, and revenue metrics
• Ensures your financial systems can support investor and buyer diligence
• Reduces risk when calculating retention, CAC payback, and unit economics
• Improves confidence in Board reporting and long-term financial strategy