For most SaaS startups, churn is one of the key metrics used to assess the health of the business. At it’s most base level, churn represents the reduction in numbers (and/ or revenue) from customers cancelling their subscriptions. In practise however, churn is more complex, particularly for startups new to SaaS, who lack historical data, and are in many instances still striving to achieve product/ market fit.

Marrying reduced churn, with revenue expansion, and a scalable cost effective acquisition strategy is the surest way for a SaaS startup to drive growth thus justifying its importance.