There are accounts in your book right now that look fine. Usage ticking. NPS acceptable. Account manager calls them green. They won't renew.

Not because they found something cheaper but because the job your product was hired to do shifted. The market changed. The workflow changed. The decision that once required your data now gets made differently. Your customer silently outgrew what you were giving them.

It's been happening for years. Logged as budget pressure. Personnel change. Never followed up with any curiosity about what happened.

Asking why NRR is softening isn't an internal metric to interrogate. Look at the decision your product was hired to support.

Churn builds silently. Know where value is building and leaking in your subscription system...and seek out your blind spots.

The stress test: If you stopped producing information, would your clients' decisions stall, or would they barely notice?

The one thing: Is the value from the whole product, or from one part of it?

The workflow test: Is it embedded in how decisions get made every day?

The segment test: Do all your clients use it for the same decision?

The value test: Can you quantify what it's worth in your customer's currency, not yours?

The uniqueness test: Can anyone else support the decision you help your customer make...a competitor...an AI agent?

"When the customer's results improve, what in your pricing model naturally increases?" — Karen Prevezer

blogs about b2b subscriptions