Churn is a company problem, not a customer success problem

The TL;DR

Are you tired of battling churn and struggling to retain customers?

Today, Sy Pendergast (Goldcast), Lauren Alt Kishpaugh (Pendo), and Myles Bradwell (UserEvidence) get real about what actually causes customers to churn and break the myth that churn is just a Customer Success problem.

What’s working in B2B marketing:

COLLABORATIVE CUSTOMER SUCCESS STRATEGIES

Bridge the gap between Marketing and Customer Success. Discover how leveraging positive customer stories and refining your ICP can drastically reduce churn. Collaboration is key—unite your teams to drive real, impactful results.

What’s not working in B2B marketing:

OPERATING IN SILOS

Ditch the isolated approach. It’s time to bring Marketing, Sales, and Customer Success together. When teams work in harmony, you understand customer needs better and provide value that keeps them coming back.

The key takeaways

• Align Marketing and Customer Success: Break down silos between Marketing and Customer Success to ensure a unified approach to customer retention and expansion. Collaboration drives better results and creates a better experience for the customer.
• Understand the real causes of churn: Churn isn't just a Customer Success issue. Factors like product fit, pricing, and timing play crucial roles. To minimize churn, make sure your product is the right fit at the right price and time.
• Focus on leading indicators: Regularly review leading indicators like weekly active users or assets produced to measure the effectiveness of your retention strategies. This helps identify issues early and allows for timely adjustments.
• Leverage positive customer stories: Use success stories from your current customers to build trust and credibility. Highlighting these stories can help you retain existing customers and attract new ones.
• Continuous feedback loop: Establish a continuous feedback loop between Sales, Marketing, and Customer Success. Regular communication helps identify and solve issues early, ensuring all teams are aligned and working towards common goals.

The things to listen for

[00:00] - Intro to churn and retention

[02:20] - Marketing and Customer Success misalignment issues

[08:19] - Causes of churn in the B2B SaaS world

[14:25] - Sales' role in preventing churn

[18:28] - Using Customer Success data for Marketing

[24:03] - Collaboration across departments

[31:48] - Importance of net retention rate (NRR)

[38:52] - Real-time customer feedback loop

[43:36] - Aligning Marketing with customer needs

[49:53] - The future of Marketing and Customer Success