What is Net New Logo?
Net New Logo is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
A net new logo is a brand-new customer account won for the first time, as opposed to expansion revenue from existing customers. New-logo growth measures how well a company acquires fresh accounts and expands its market footprint.
Key takeaways
- A first-time customer, not an expansion.
- Measures new-market acquisition, not upsell.
- Tracked separately from expansion and renewal revenue.
Why it matters
New logos and expansion are different motions with different economics. Separating them shows whether growth comes from winning new accounts or mining the base.
How Ardovo handles it
Ardovo tags deals as new business, expansion, or renewal so reports split new-logo growth from base expansion cleanly for accurate go-to-market analysis.
Frequently asked questions
Why track new logos separately?
New-logo acquisition and expansion have different costs, cycles, and owners. Blending them hides whether the top of funnel is healthy.
Is a new logo always net new revenue?
Yes, a net new logo is incremental revenue from an account you did not have before, distinct from growing an existing account.