Churn is not a renewal event.
It's a slow failure you can see early.

Late signals turn Net Revenue Retention into a boardroom liability. Usage fades. Expansion Stalls. Renewals collapse.

Why Churn Is Accelerating Now

AI and new buying behaviors are reshaping how customers consume software long before renewal dates show up in your forecast. Seat-based growth is under pressure. Usage no longer maps cleanly to value. Boards and investors are now reading NRR as a proxy for the health of your entire go-to-market system, not just Customer Success.

What Breaks First

Most SaaS organizations fail in predictable ways:

Fragmented signals

CRM, CS, product, billing, and support all tell different stories.

Subjective health scores

Manually updated, inconsistent across CSMs and segments.

Late, noisy save motions

Heroics at the end of the quarter instead of early, targeted interventions.

Leaders learn too late

Churn shows up as a surprise in late-quarter forecast reviews and board decks.

Why Leadership Has to Own It

In a market where NRR is the valuation story, late churn visibility is not a Customer Success issue. It is a leadership problem.

CEOs struggle to defend growth plans if base revenue is unstable.

CFOs struggle to give reliable guidance when they can't explain NRR swings.

CROs and COOs are forced into reactive, high-cost fixes instead of system-level changes.

Churn & NRR Research Hub

Beneath every churn story is a pattern. SBI's research library brings those patterns into focus—across product usage, pricing, GTM execution, and Growth Intelligence.

[Image: Report cover for "Engineering SaaS Account Growth" with data visualizations and charts]

[Image: Report cover for "State of SaaS Pricing" with pricing model graphics]

[Image: Report cover for "Growth Intelligence Quarterly" with trend analysis graphics]

Each report gives leadership teams evidence-backed insight into where churn forms and how to engineer more predictable NRR.

Insights on Churn & NRR

Churn deflection isn't a feature. It's an operating model. Our insights series translates billions of data points and years of operator experience into practical moves leaders can make now.

Recent topics include:

  • NRR as the new scoreboard for marketing, sales, and CS.
  • Why "You don't have a churn problem—you have a signal problem."
  • How to move from health scores to Growth Intelligence for churn.

[Image: Collage of thought leadership article headers and featured quotes from SBI executives, styled as magazine covers or LinkedIn posts]

[Image: SBI advisory team in a working session with client executives around a conference table, with NRR dashboards on screens and collaborative whiteboarding]

Why SBI

SBI Growth Advisory works with leadership teams to treat churn as what it has become: a board-level, valuation-level threat that demands a system-level response.

We help you:

  • Surface churn risk earlier and more clearly.
  • Identify true drivers of churn and contraction.
  • Design and orchestrate role-specific actions across Sales, CS, RevOps, Finance, Product, and Pricing.
  • Improve renewal predictability and expansion outcomes.

SBI Wayforge™ Churn supports this work as the Growth Intelligence engine behind the scenes, but the engagement starts with advisory leadership—not a product pitch.

Ready to Go Beyond Awareness?

Churn Deflection Diagnostic

A 30-minute working session that benchmarks your churn and NRR, identifies your top signal gaps, and surfaces 2–3 priority moves.