[{"data":1,"prerenderedAt":50},["ShallowReactive",2],{"glossary-churn":3},{"slug":4,"path":5,"title":6,"description":7,"term":8,"wordCount":9,"hasExample":10,"inboundLinks":11,"isPublished":10,"html":12,"data":13,"related":28,"lessons":47},"churn","/glossary/churn","What Is Customer Churn? Definition and Why It Matters","Churn is the rate at which existing customers stop paying — canceling a subscription or not renewing. In SaaS it matters more than almost anything else because it eats MRR and ARR faster than new sales can replace it.","Churn",187,true,6,"\u003Cp>Churn is the rate at which existing customers stop paying — canceling a subscription or simply not renewing. It is usually stated as a monthly or annual percentage of customers or revenue. In \u003Ca href=\"/glossary/saas/\">SaaS\u003C/a>, churn matters more than almost anything else because it eats \u003Ca href=\"/glossary/mrr/\">MRR\u003C/a> and \u003Ca href=\"/glossary/arr/\">ARR\u003C/a> faster than new sales can replace it. A company growing 10% a month but churning 9% is basically running to stand still.\u003C/p>\n\u003Ch2 id=\"in-plain-english\">In plain English\u003C/h2>\n\u003Cp>Churn is the leak in the bucket. You add customers at the top and lose them out the bottom. Low churn means your \u003Ca href=\"/glossary/forecast/\">forecast\u003C/a> compounds; high churn means the sales team is always filling a hole instead of growing.\u003C/p>\n\u003Ch2 id=\"why-it-matters-to-you\">Why it matters to you\u003C/h2>\n\u003Cp>Churn explains why your \u003Ca href=\"/glossary/quota/\">quota\u003C/a> feels harder than it looks and why \u003Ca href=\"/glossary/expansion-revenue/\">expansion\u003C/a> and renewals are so prized. When you are selling, the buyers know their own churn problem — addressing it is a strong \u003Ca href=\"/glossary/value-proposition/\">value proposition\u003C/a>. Asking about a company's churn in an interview tells you whether you are joining a growth engine or a leaky boat. \u003Ca href=\"/glossary/sales-enablement/\">Sales enablement\u003C/a> is often the tool teams use to attack it.\u003C/p>\n",{"title":6,"description":7,"primaryQuery":14,"term":8,"publishedAt":15,"author":16,"reviewedAt":17,"example":18,"relatedTerms":19,"lessons":26},"what is churn in saas","2026-08-18","closers","2026-09-24","\"We cut churn from 4% to 2% a month by fixing onboarding, and it added more revenue than the whole sales team's new business.\"",[20,21,22,23,24,25],"mrr","arr","expansion-revenue","saas","forecast","value-proposition",[27],"/academy/sdr/sdr-quota",[29,32,35,38,41,44],{"slug":20,"path":30,"title":31},"/glossary/mrr","What Is MRR (Monthly Recurring Revenue)? Definition",{"slug":21,"path":33,"title":34},"/glossary/arr","What Is ARR (Annual Recurring Revenue)? Definition",{"slug":22,"path":36,"title":37},"/glossary/expansion-revenue","What Is Expansion Revenue? Definition (Upsell and Cross-Sell)",{"slug":23,"path":39,"title":40},"/glossary/saas","What Is SaaS in Sales? Software as a Service Explained",{"slug":24,"path":42,"title":43},"/glossary/forecast","What Is a Sales Forecast? Definition and How It Works",{"slug":25,"path":45,"title":46},"/glossary/value-proposition","What Is a Value Proposition in Sales? Definition and Examples",[48],{"path":27,"title":49},"What Is an SDR Quota? How Sales Development Numbers Work",1792888521589]