We, product owners and/or founders of B2B startups know how difficult it is to bring a new customer in. Often the sale is not simple, the closing cycle is long, and/or the average ticket is high, which requires many decision-makers to “hit the hammer” when buying a new tool: in contrast to losing a customer, there is only bad service, a critical error in production, or a false selling argument that doesn’t actually exist.

Currently, only recurring new revenue isn’t enough to attract new investors and to have a steady, sustainable growing company: If your churn is above the 5%…

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