{
  "rogueId": "customers.logo_churn_rate",
  "slug": "logo_churn_rate",
  "domain": "customers",
  "defaultLabel": "Logo Churn Rate",
  "description": "Share of customer logos lost during the period — the inverse of logo retention. Numerator is logos that churned during the period; denominator is logos present at period start. Per the KBCM/Sapphire Private SaaS Company Survey definition (treated as the de-facto private-SaaS reporting convention). The board reads this as the simplest churn signal — independent of revenue-weighting. Common pitfall: confusing annualized vs. period-rate (monthly churn × 12 ≠ annualized churn for a compounding base) — be explicit about the time window and annualization method.",
  "fieldType": "percentage",
  "unit": "%",
  "maturity": "general",
  "suggestedForStages": [
    "seriesA",
    "seriesB",
    "seriesC",
    "public"
  ],
  "defaultOwningFunctions": [
    "Sales"
  ],
  "stageRelevance": {
    "seriesA": "core",
    "seriesB": "core",
    "seriesC": "core",
    "public": "core"
  },
  "definitionSource": {
    "tier": "published",
    "sourceName": "KBCM/Sapphire SaaS Survey 2024 (15th Annual)",
    "sourceUrl": "https://www.cfodesk.co.il/wp-content/uploads/2024/10/2024_kbcm_sapphire_saas_survey.pdf",
    "sectionRef": "Logo Churn",
    "publicationDate": "2024-09-01",
    "attributionNotice": null
  },
  "benchmark": {
    "p25": 5,
    "median": 13,
    "p75": 20,
    "unit": "%",
    "sourceName": "KBCM/Sapphire SaaS Survey 2024 (15th Annual)",
    "sourceYear": "2024",
    "higherIsBetter": false
  },
  "formula": "logo_churn_rate = customers_churned ÷ (customers active at period start). Mathematically: 1 − logo_retention_rate. Annualization for monthly/quarterly rates should be explicit (e.g. (1 − monthly_retention)^12, not monthly_churn × 12).",
  "whyItMatters": "Direct read on whether customers are walking away. Independent of revenue-weighting, so it cannot be masked by a few large expansions.",
  "interpretationGuidance": "Per KBCM/Sapphire Private SaaS Company Survey 2024 (§ \"Customer Churn\"), private SaaS logo churn typically sits in the high single digits annually, with top-quartile below 5% — but distributions are highly sensitive to ACV cohort (low-ACV SMB SaaS routinely sees 20%+ annual logo churn; six-figure enterprise contracts often see <3%). Pull the current vintage rather than citing a stale point estimate. Pair with `customers_churned` (absolute count) and `gross_revenue_retention` (revenue-weighted view).",
  "relatedKpiIds": [
    "customers.logo_retention_rate",
    "customers.customers_churned",
    "customers.gross_revenue_retention",
    "customers.net_revenue_retention",
    "customers.churn_risks"
  ]
}