Business Pitch Dictionary by pitch.dog
Retention, churn & expansion · Core

Churn

Also called: attrition

ELI5

Loss of customers, users or recurring revenue during a period.

Used in conversation

“Keep churn on the dashboard, but show the definition and reporting period beside it.”

Pitch context

You will see “Churn” in go-to-market plans, sales forecasts, account reviews and commercial proposals when the discussion reaches retention, churn & expansion.

Why it matters: It helps a reader interpret retention, churn & expansion without confusing the measure, decision, role or evidence being discussed.

Connected terms

  • Retention rateChurn measures loss; retention measures what remains. They are complements only when scopes and denominators align.
  • ChurnThe same visible label “Churn” names different concepts.
  • AttritionThe search label “Attrition” can route to both entries.
Sources & evidence · 2

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.