Why we think customers churn:

- Price was too high

- Customer went out of business

- Champion left

- Didn't use it enough

- CSM wasn't proactive enough

- We made it “too easy” to cancel

Why they actually churn:

1. They weren't the right customer

2. They were oversold on the initial deal

3. They failed to launch effectively

4. They never adopted sticky features or integrations

5. They only adopted for a single use case or project

6. They didn't know all that they could do with the product

7. Because of ^, above-the-line decision makers couldn't justify renewing

Churn isn't a Customer Success (CS) problem.

It's a business problem — every team has a role to play.

And as we shift from selling access to selling outcomes, the bar is about to get (a lot) higher.