The percentage of customers who cancel or do not renew in a given period.
How Churn Rate is used in sales
In a real sales workflow, the percentage of customers who cancel or do not renew in a given period. For CSMs/AMs — "reduced churn by X%" is a top-tier bullet. This helps a hiring manager understand how the term connects to the work you performed.
Frequently asked questions
What's a good churn rate?
This varies widely by industry, customer segment, and contract length, so there's no universal benchmark — track your own trend over time and compare against your specific company's historical baseline.
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