What does churn mean for Bold Group?
In SaaS, churn represents the loss of customers or revenue within a given time period. For Bold Group, this needs careful definition because many customers use multiple products (e.g., AlarmBiller → SedonaOffice, SedonaOffice + Manitou).
To avoid overstating churn:
- Logo Churn = when a customer completely exits Bold (all subscriptions cancelled).
- Product Churn = when a specific Bold product is cancelled but the customer remains (e.g., migration from AlarmBiller to SedonaOffice). This should be tracked for product strategy but not counted as logo churn.
- Revenue Churn = recurring revenue lost from cancellations or downgrades, net of expansions.
When do we calculate churn?
- Monthly (operational)
- CSMs track churn in near-real time for early warning.
- This guides CSM programming, quarterly OKRs, customer meetings
- Quarterly (executive)
- Roll up results for Josh/Jenn/leadership to smooth anomalies and align to financial reporting cycles.
Metrics to report:
- Logo Churn %
- Gross Revenue Churn %
- Net Revenue Retention (NRR) %
What fields do we need to standardize in SalesForce?
Account-Level Fields (for Logo Churn & Revenue Rollup)
- Account ID / Account Name (unique identifier) (#1)
- Account Status (Active, Onboarding, Cancelled) (#2)
- Total MRR/ARR (sum of all active subscriptions) (#3)
- Go-Live Date (to exclude pre-live cancellations)
- I don’t think we have this metric currently?
Product/Subscription-Level Fields (for Product Churn & Revenue Movement)
- Product Name (SedonaOffice, Managely, Manitou, AlarmBiller, etc.)
- Subscription Start Date / End Date
- Subscription Status (Active, Cancelled, Migrated)
- MRR / ARR Value
- Cancellation Effective Date
- Cancellation Reason (Migration to Bold product, Competitor, Business Closure, Other)
Case Object (since cancellations are logged as Cases today)
- Link each cancellation Case to the relevant Subscription and Account
- Capture ARR/MRR Lost in the Case record
- Ensure Cancellation Reason is required
