Churn Risks
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. — Customers KPI, I'mBoard-authored (editorial tier).
I'mBoard-authored (editorial tier)
No public third-party standard anchors this KPI yet, so I'mBoard authors and maintains the definition — transparently labeled as editorial tier. See the ontology methodology for the published vs editorial tier system and the back-attribution workstream.
Rogue ID: customers.churn_risks
Type: Text
Domain: Customers
Definition
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.
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.Why it matters
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.
How to interpret
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.
Related KPIs
customers.arr_at_riskcustomers.percent_arr_at_riskcustomers.top_customer_concentrationcustomers.retention_insightscustomers.key_initiatives
Source
I'mBoard editorial — authored and maintained by I'mBoard, first published 2026-04-01. No third-party standard is cited for this KPI; when one emerges, the definition is back-attributed and promoted to the published tier (a minor version bump). Read the ontology methodology for the published vs editorial tier system, attribution rules, and dispute process.
Stage relevance
| Company stage | Priority |
|---|---|
| Series A | Core |
| Series B | Core |
| Series C+ | Core |
| Public | Core |
Suggested for stages: Series A, Series B, Series C+, Public.
Default owning functions
- Sales
Machine-readable
- This KPI as JSON:
/api/ontology/customers/churn_risks.json - All Customers KPIs:
/api/ontology/customers.json - Full catalog:
/api/ontology/index.json
Average Contract Value (ACV)
Average annualized contract value across the active customer base (or across new logos, depending on the board's convention — document which). Expressed in the reporting currency. The board reads ACV alongside total customers to disambiguate logo-led vs. value-led growth, and against `customers.prior_quarter_acv` to see whether deal sizes are trending up (enterprise mix shift) or down (SMB dilution). Common pitfall: mixing new-logo ACV and blended-base ACV across periods — they trend differently; pick one and hold it. — Customers KPI, I'mBoard-authored (editorial tier).
Customer Segments
Container handle for the field-array of customer segments — each entry carries a segment name, its customer count, and its ARR. Feeds the bespoke customers card's segmentation stack-bars (customer-count + revenue distribution across segments). The "where does the revenue / logo base concentrate" surface (e.g. Enterprise / Mid-Market / SMB). Common pitfall: segment definitions drifting over time, or segment ARR not summing to total ARR because a segment is missing — keep the segmentation exhaustive and the cut stable. — Customers KPI, I'mBoard-authored (editorial tier).