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

Gross churn

Also called: gross attrition

ELI5

Revenue or customer loss before offsetting expansion.

Used in conversation

“How are we defining gross churn in this deck?”

Pitch context

You will see “Gross 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.

Sources & evidence · 2

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