B2B organizations typically focus on the acquisition of new customers and often neglect purposeful retention approaches that protect existing revenue and future growth. Sales, marketing, customer success, and product teams frequently miss the opportunity to balance efforts and resources to create and maximize growth from existing customers. In this report, we introduce the B2B Customer Retention Model, which guides postsale leaders’ understanding of customer retention and helps them operationalize interactions and processes that steer the customer journey toward renewal.