Logo Retention vs Dollar Retention

Biological Parallel

Logo retention (keeping customers) versus dollar retention (growing revenue per customer) mirrors biodiversity versus biomass in ecosystems. A rainforest can have high biodiversity (many species/logos) but declining biomass if large trees die faster than saplings grow. Conversely, a monoculture cornfield has low biodiversity but increasing biomass as stalks mature. Both metrics matter: losing keystone species (enterprise customers) causes cascading collapse regardless of total species count, while growing biomass from existing species (expansion revenue) compounds faster than adding marginal new ones. Optimize both, but prioritize based on your ecosystem's maturity stage.