{
  "version": "1.3.0",
  "releasedAt": "2026-05-20",
  "kpi": {
    "rogueId": "customers.churn_risks",
    "slug": "churn_risks",
    "domain": "customers",
    "defaultLabel": "Churn Risks",
    "description": "Named at-risk accounts, root-cause analysis of why they're at risk, and the mitigation plan in flight. Pairs with the quantitative `arr_at_risk` and `percent_arr_at_risk` and gives the board the names + the playbook. Common pitfall: listing the at-risk accounts without the diagnosis or the plan — the board reader needs to see what the team is doing about it, not just what the team is worried about. Also: avoid using this surface as a generic \"things are bad\" venting forum — keep it account-specific and action-specific.",
    "fieldType": "text",
    "unit": null,
    "maturity": "general",
    "suggestedForStages": [
      "seriesA",
      "seriesB",
      "seriesC",
      "public"
    ],
    "defaultOwningFunctions": [
      "Sales"
    ],
    "stageRelevance": {
      "seriesA": "core",
      "seriesB": "core",
      "seriesC": "core",
      "public": "core"
    },
    "definitionSource": {
      "tier": "editorial",
      "sourceName": "imboard Editorial",
      "sourceUrl": null,
      "sectionRef": null,
      "publicationDate": "2026-04-01",
      "attributionNotice": null
    },
    "formula": "Qualitative — no calculation. Per-account list: account name, ARR exposure, churn driver (usage decline, exec churn, missed milestone, competitive loss, integration friction, etc.), mitigation owner, mitigation plan, next checkpoint date.",
    "whyItMatters": "Converts the dollar exposure (`arr_at_risk`) into a board-readable narrative of named accounts and concrete plans. Forces the CS team to articulate the diagnosis, not just the symptom.",
    "interpretationGuidance": "Anti-pattern: an aggregate \"we have $X at risk\" with no per-account breakdown. Strong content lists the top 3–5 at-risk accounts by ARR, with cause and plan for each. If the team is asking the board for help (intro, exec sponsor, pricing relief), surface the ask here explicitly — boards routinely catch resolvable churn that the team would not have escalated.",
    "relatedKpiIds": [
      "customers.arr_at_risk",
      "customers.percent_arr_at_risk",
      "customers.top_customer_concentration",
      "customers.retention_insights",
      "customers.key_initiatives"
    ]
  }
}