One of our sales KPI examples is especially important for businesses with monthly recurring revenue such as SaaS businesses. The customer churn rate expresses the number of customers who stopped using your company’s products or services in a defined timeframe and gives you a realistic overview of your customer retention strategies and what kind of trends you cope with. To calculate the exact churn rate, divide the total number of customers you had at the beginning of the month with the total number of customers lost. You can also automate these calculations by using professional software that can trigger alarms if any sales anomalies occur. Your goal should be to keep the churn rate as low as possible.
Performance Indicators
The higher the churn rate, the more customers and revenue you will lose. It should be on top of your priorities when it comes to developing retention strategies.
Anthony (Tony) Crilly is a seasoned B2B sales and marketing professional with 20+ years of experience helping top technology companies grow. He has led sales development for leaders like Oracle, IBM, NetApp, and Roadmunk, specializing in outbound strategy, account management, and go-to-market execution. His work spans cloud, cybersecurity, SaaS, and digital transformation, with a track record of building pipelines, generating qualified leads, and driving customer success.
Beyond his career, Tony is passionate about health, fitness, and nutrition, drawing on decades of endurance training as a runner cyclist, and swimmer. He also writes on topics that connect business, personal growth, and everyday life, sharing lessons from both success and challenge. A dedicated family man and faith-driven, Tony brings the same intensity and commitment to personal goals as he does to professional ones — whether it’s overcoming obstacles, supporting others, or leading by example.
