2 stories tagged #churn.
Net retention has compressed across B2B SaaS since 2023. The teams holding the line are operating with earlier churn signals, better expansion motions, and tighter coordination between CS and product. The stories here cover what is actually working — and what looks like motion without movement.
A small number of moments decide whether a browser becomes a customer, a customer stays long term, or a customer leaves, according to MarTech.
Most journey maps assign equal attention to every touchpoint while only a handful of events carry the risk and opportunity.
A critical moment has a signature where opportunity and risk spike at the same event. Years ago finding these moments required data scientists and custom propensity models.
B2B retention has traditionally been measured at the moment of renewal, yet renewal decisions are shaped long before a contract comes due as organizations face tighter budget scrutiny and expanding software portfolios.
According to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/the-demand-gen-engine-why-b2b-retention-now-depends-on-value-realization/53001/), customers must now justify every vendor relationship in terms of measurable outcomes.
The Gainsight Customer...