Separate Logo Churn From User Churn
Distinguish logo churn, revenue churn, and partial churn so retention work targets the real loss.
Use a churn stack, not a churn headline. Put logo churn, gross revenue retention, net revenue retention, seat or usage contraction, and involuntary churn side by side. The first pass answers “how much left?” The second pass answers “what kind of loss is this?” The third pass assigns a prevention motion. A payment failure needs billing recovery. A power user leaving needs stakeholder replacement. A department cutting seats needs value proof and workflow expansion. A wrong-fit account may need acquisition filtering rather than a heroic save attempt.
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