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Customer economics
Churn and retention
The share of customers or revenue lost in a period. Logo churn counts customers; revenue churn counts dollars; gross revenue retention excludes expansion.
Owned by: Sales analystTest band: Sales analyst
The formula
Churn % = Lost in period ÷ Starting count (or revenue)
In practice
Churn is a sales metric too: deals sold to the wrong customer churn first. Track churn by the rep and segment that sold them.
The kind of thing the test asks
- A team starts the year with 500 customers and loses 40 during it. Logo churn is…
- Gross revenue retention differs from net revenue retention because it…
More in customer economics
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