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

Revenue churn

Also called: dollar churn

ELI5

Recurring revenue lost through cancellations or non-renewals.

Used in conversation

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

Pitch context

You will see “Revenue 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

  • Logo churnLogo churn counts lost customers or accounts; revenue churn measures lost recurring revenue, so a few large losses can move it differently.
Sources & evidence · 2

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