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5 Clues It’s Time for B2B Churn Analysis

5 Clues It’s Time for B2B Churn Analysis

November 2, 2020/in B2B Churn Analysis, B2B Market Research Blog, Blog Posts, Sales Enablement Research /by Brian Surguine
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Let’s face it: you’re probably uncomfortable with the idea of churn analysis.

You’re busy trying to grow revenue. There are a million fires to put out, and you have to keep your team focused on maintaining a healthy pipeline and winning more customers.

Ordinarily, this is the normal thing to do. However, focusing on customer acquisition when your churn rate is high is like trying to drive a car with a flat tire. Your journey isn’t going to be smooth, and you may not even get to your destination.

There’s no hard and fast rule for what constitutes an acceptable B2B churn rate. However, analysts generally agree that anything over 10 percent is cause for concern. If that applies to you, it’s time to hit pause and figure out why you’re losing so many customers.

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B2B Churn Rate: Don’t Be A Chump About Churn

B2B Churn Rate: Don’t Be A Chump About Churn

September 16, 2020/in B2B Churn Analysis, B2B Market Research Blog, Blog Posts, Sales Enablement Research /by Brian Surguine
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Customer churn is a normal part of SaaS business models. Some analysts think an annual B2B churn rate of 15 percent is considered acceptable. But, you might be aiming for 10 or even 5 percent. In any case, a lot needs to go right for a customer to be happy with a new product or service, and it is impossible to please everyone. But if the churn rate gets too high, you need to quickly determine where the problem lies.

Your customer analytics can usually provide clues as to where users are struggling with your product. However, these datasets won’t tell you the whole story, such as the internal dynamics behind why a customer dropped you, or ways your solution fails to adequately address jobs-to-be-done. Worse still, your data may even be misleading you! Qualitative insights from customer conversations are the only way to understand the churn your customer analytics can’t explain.

Here are four reasons for a high B2B churn rate you may not have considered, based on conversations we’ve had with B2B buyers over the course of scores of 14+ years of market research projects.

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Revenue Isn’t The Goal: Manage What You Can Control | B2B Sales Leaders

Revenue Isn’t the Goal: Manage What You Can Control

November 9, 2019/in B2B Churn Analysis, B2B Competitive Landscape Analysis, B2B Marketing Blog, Blog Posts, Sales Enablement Marketing, Win/Loss Analysis /by Sean Campbell
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Too often, B2B sales leaders focus on revenue goals when they should target sales tactics instead. So say Jason Jordan and Michelle Vazzana, the authors of the book “Cracking the Sales Management Code.”

Jordan and Vazzana make a compelling argument for sales leaders to concentrate on what is within their control rather than just aiming for a number.

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Written by

Sean Campbell
Sean Campbell

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