Utilization numbers may look like the problem. But as Josh Abdulla, the Chief Customer Officer at Asana, points out, low usage is usually just the symptom, not the cause.

In this episode, Josh shares how he manages a global portfolio of 170,000 customers by combining data-driven rigor with clear-eyed coaching. He unpacks Asana’s Red Renewals System, a process that flags enterprise churn risk up to a year in advance, giving teams the runway to act before it’s too late.

From the real reasons SMB customers cancel, to the role of verticalization in enterprise engagement, to building a value framework that proves outcomes, not just activity, Josh outlines how account managers can shift from reactive firefighting to proactive commercial leadership.

This episode also connects the dots between entrepreneurship, business, and wellbeing - showing how sustainable account management practices not only protect revenue but reduce stress, prevent burnout, and create healthier long-term client relationships.