Are You Terrified Of Retention? Perhaps You Should Be

July 21st, 2023

Craig Moore VP, Principal Analyst

David Parry

With contributors:

Matthew Selheimer , Laura Ramos , Amy Bills , Aidan Doyle , Kate Pierpont

Summary

B2B businesses expanding subscription revenue must understand that if customer revenue retention is less than 100%, they must overcome an ever-growing revenue shortfall that can expand into an insurmountable limitation on growth. B2B marketing leaders must balance acquisition, retention, upsell, and cross-sell revenue shifts over time and adjust marketing initiatives in response. In this report, we demonstrate how revenue objectives are impacted by retention and recommend mitigation strategies.

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