This survey provides more colour to the debate :
"We surveyed CEOs, CROs, and CCOs of late stage private cloud companies (e.g., Forbes Cloud 100) and publicly-traded SaaS companies (e.g., BVP NASDAQ Emerging Cloud Index). These companies generally represent the “best of the best” of what the cloud offers. So, to some extent, they are a bellwether for technology.
Here’s what we learned:
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Retention is of high interest right now
The first learning came from the survey responses themselves. We emailed a population of 82 respondents and received 41 surveys back. If you aren’t in the market research business, a survey response rate (without an incentive like a gift card) of 50% is almost unheard of. The fact that busy people took time to respond means that this is topical. -
Churn rates are going to go up significantly in SaaS
Of our respondents, 77.5% believed their anticipated Net Retention Rate (with the benefit of upsell) would decrease by at least 3% and up to 20+%. Of those companies, 40% believed it would reduce by 11% or more."
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https://www.gainsight.com/blog/churn-is-coming-12-learnings-…