Churn Is the Foundation of All Growth: Why Your Entire Company Owns Retention

Churn isn't just a customer success problem—it's a sales problem. And it's costing you millions.

In this episode, Vanessa Brangwyn pulls back the curtain on customer expansion revenue and why most companies are getting it completely wrong. She reveals the uncomfortable truth about early-stage churn, when to split customer success from account management, and how her company jumped gross retention by 5 percentage points using AI.

If you're a CRO chasing new logos whilst revenue leaks out the back door, this conversation will change how you think about growth. Vanessa doesn't do corporate fluff—just honest talk about what actually works when your entire company needs to own retention.

Key topics:

• Why 8 out of 10 onboarding churns are sales problems, not CS issues
• When to specialise customer success roles (and how to comp them without warfare)
• Using AI to predict churn before renewal conversations
• The difference between CSMs who identify opportunities and account managers who close them
• How to build a revenue engine from your install base, not just new logos

Vanessa Brangwyn is a software executive with two decades in B2B enterprise sales. She went from CSM to CRO over 12 years and has scaled revenue teams across HR tech and fintech.