Willey: Logo churn often exceeds ARR churn due to small customer tail
Tim Willey · 10 Rules for Defining Churn with ForgeRock and Solarwinds | SaaStr Software Community · Jan 14, 2021 · at 5:27
Tim Willey (SVP Commercial Strategy & Operations at ForgeRock) explains why customer logo churn rates often differ from ARR churn rates in SaaS businesses.
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“Larger customers tend to be a little bit more sticky than smaller customers. So what we've tend to found is that our customer churn rate is sometimes a little bit higher than our ARR churn rate because it has this longer tail of smaller customers.”
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