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.

Read more