Churn rate
Churn rate is the share of customers, or of recurring revenue, lost over a defined period. Logo churn counts accounts that left; revenue churn counts the money that left. The two can move in opposite directions, so a churn figure quoted without saying which one it is, over what window, and for which cohort is not a measurement.
How it is calculated
Customers lost in the period divided by customers at the start of the period, for logo churn. For revenue churn, recurring revenue lost divided by recurring revenue at the start. Net revenue churn subtracts expansion from existing customers, and can be negative when expansion exceeds losses.
Why the scope matters
Monthly and annual churn are not interchangeable, and a blended rate across segments hides the segment that is actually leaving. Always state the cohort, the window and whether expansion is included.
Why it is a leading-indicator problem
By the time churn appears in the number, the decision was made weeks or months earlier. The useful work is upstream — engagement decay, champion departures and narrowing usage all precede the cancellation.
How Autocloz handles it
Autocloz keeps every conversation with an account on one timeline across email, calling, LinkedIn, SMS and WhatsApp, so a gone-quiet view reflects real activity rather than who has been diligent about logging it — which is what makes early churn signals visible at all.
FAQ
What is the difference between logo churn and revenue churn?
Logo churn counts accounts lost and tells you whether the product fits the market you sold to. Revenue churn counts money lost and, when net of expansion, tells you whether the accounts you kept are growing. A business can lose many logos and still grow revenue, or keep every logo while every account shrinks.
What predicts churn earliest?
In B2B, a champion changing role or leaving is the strongest early signal, followed by engagement decay, narrowing usage across your product, and procurement-style questions arriving well before renewal.
Related terms
A CRM (Customer Relationship Management) system is software that stores and organizes your contacts, companies, deals and interactions in one place, so a team can manage relationships and a sales pipeline. Modern CRMs also automate follow-up, reporting and, increasingly, AI-assisted outreach.
Lead enrichment is the process of automatically adding missing data to a lead or company record — job title, company size, industry, verified email, phone, LinkedIn, technographics — from third-party data sources, so reps can segment, personalize and prioritize without manual research.
An Ideal Customer Profile (ICP) is a description of the company that gets the most value from your product and is easiest to win and retain — defined by firmographics like industry, company size, revenue, geography and technology stack. It targets accounts (the company), distinct from a buyer persona, which describes the individual within the account.
Lead scoring is the practice of assigning a numeric value to each lead based on how well they fit your ideal customer profile (demographic/firmographic fit) and how engaged they are (behavioral signals like email opens, site visits, demo requests). The score ranks leads so sales works the hottest ones first.