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Why do we keep ignoring churn until it's a crisis? Three years in I changed my mind
I ran a B2B SaaS ops team and we watched churn tick up from 8% to 14% over six months, but everyone kept saying it was just seasonal. I finally pulled the data by plan size and feature usage, turns out the whole drop was from customers who never touched our new onboarding flow. Is digging into the numbers before a board meeting actually the norm, or are most shops just reacting to the red flag too?
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shane_hayes1mo ago
...and honestly that's the thing most people miss. Digging into numbers before a board meeting isn't the norm, but it should be. Most shops I've seen only look at churn when the red flag is already waving, and by then you're just explaining why it happened instead of stopping it. Your onboarding flow finding is the key, but you're framing it like you discovered something rare. The real issue is that nobody treats churn like a leading indicator until it's too late. You're not wrong to pull the data early, just don't assume everyone else does it too because most of us are still playing catch up.
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