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

Dunning

Also called: payment recovery

ELI5

Automated or manual follow-up used to collect failed recurring payments and prevent involuntary churn.

Used in conversation

“Compare dunning with the same cohort and period before drawing a conclusion.”

Pitch context

You will see “Dunning” 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.