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Loss of champion as a major source of churn

By Jay Nathan

Change of Sponsor/Champion can be a major source of churn. This is when the financial buyer of your service leaves the company or is promoted into another area of the business.

How big this issue will be for your company varies widely by industry norms of leadership retention in the markets you serve.

Root cause of churn related to change of champion is mostly likely either Lack of adoption or Didn’t realize ROI.

The reason is simple. A new stakeholder is going to have their own biases and agenda, so as an incumbent, you’re already at a disadvantage. However, when a the new sponsor sees productive usage of your product resulting in tangible ROI, chances are much better you can retain the business.

Published April 21, 2017
About the Author

I've spent my career working in technology companies to build customer-centric teams, processes and technology platforms. In 2017, I founded Customer Imperative, a consulting firm that helps fast-growing B2B SaaS companies improve renewals, increase expansion sales and scale customer engagement. See full bio ›

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