The renewal is in eleven weeks. The person who bought it left in May.

Most accounts don't leave because the work failed. They leave because the only person who remembered why you were hired has moved on.

By Steve 5 min read
Abstract bridge artwork for The renewal is in eleven weeks. The person who bought it left in May.

A client relationship can look robust right up to the day it isn’t. Usage is steady, the last review was warm, nobody has complained. Then a name changes in the email thread, and eleven weeks later the renewal is described internally as “under review as part of a wider look at supplier spend”. Nothing about the service deteriorated. What deteriorated was the account’s memory of why the service exists. This is one of the more common and least-diagnosed forms of churn in B2B, and it is invisible to almost every…

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