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Product Managers: Why Do Your B2B SaaS Customers Churn?
The real reasons may surprise you.
Revenue churn is a major challenge for any B2B SaaS product manager. Churn is a nice way of saying lost customer revenue. Every month and year customers decide to stop paying for your product. While some of the churn is involuntary (business closed, merger/acquisition, etc.), the majority is voluntary. Customers decide for a number of reasons not to continue using your product. Some move to competitors. Some simply stop using a solution. The Rest is unknown. Product Managers, why do your B2B SaaS customers churn?
The Perennial B2B SaaS Challenge
Revenue churn is a fact of life for B2B SaaS product managers. Every month and year, customers cancel or fail to renew their subscriptions. This presents a challenge. As most companies are valued in large part by their total revenues and revenue growth, churn, churn creates a hole that must be filled before the company can show any revenue growth.
