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

Contraction

Also called: downgrade

ELI5

Reduction in recurring revenue from an existing customer without complete churn.

Used in conversation

“How are we defining contraction in this deck?”

Pitch context

You will see “Contraction” 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.

Sources & evidence · 2

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