Coffee & Compete #19 - Why Your Customers are Churning and What You Can Do About It | Natasha Narayan, CEO, IcebergIQ
Adam is joined by Natasha Narayan, CEO & Co-Founder at IcebergIQ, for the first-ever in-person recording of the Competitive Enablement Show from Klue's downtown Vancouver office!
IcebergIQ is a consultancy that helps B2B software companies learn and improve their Go-To-Market strategies through candid conversations with their customers and prospects, like churn analysis and win-loss interviews.
She chats with Adam about what makes churn analysis so valuable, some of the differences between win-loss analysis and churn analysis, the importance of leadership alignment, and how one bad customer experience can sour the relationship forever.
Key Moments:
(01:05) - What is IcebergIQ and how was it founded?
(03:14) - What is churn analysis?
(05:15) - What is the difference between win-loss and churn analysis?
(07:41) - Churn analysis insights as competitive intelligence
(11:00) - Getting buy-in with cross-functional partners
(12:44) - Getting the most out of your churn-analysis interviews
(15:20) - Example of churn analysis questions
(16:24) - How does churn analysis support competitive intelligence professionals?
(18:49) - A surprising result from a recent churn analysis
(21:36) - Common examples of churn analysis insights
(24:44) - What department should own churn analysis?
(28:46) - Using internal intel to inform churn analysis
Host: Adam McQueen
Producer: Ben Ronald
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Host: Adam McQueen
Production: Grayson Ottenbreit
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