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...