Vision Report

Are You Terrified Of Retention? Perhaps You Should Be

July 21st, 2023
David Parry, null
David Parry
With contributors:
Matthew Selheimer , Laura Ramos , Amy Bills , Aidan Doyle , Kate Pierpont


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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