Nobody churned. The account is worth half what it was.

Logo retention can look immaculate while revenue quietly drains out of the accounts you kept, and the leak usually has no owner.

By Steve 5 min read
Abstract bridge artwork for Nobody churned. The account is worth half what it was.

Most retention reporting counts heads. Ninety-five accounts out of a hundred renewed, so retention is 95%, and the conversation moves on. But an account that renews at half its former value has not been retained in any sense that matters to the P&L. It has been partially lost, silently, in instalments, over eleven months, and nowhere in the reporting does that loss get a name. This is the most common blind spot we see in businesses that believe their retention is strong. Churn is loud. Contraction is quiet. Adding scope…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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