Revenue churn card

B2B Playbook working file. Read revenue churn first.

One period. Same unit throughout. Delete teaching notes.

Copyright © 2026 Ivan Xu. Private operating copy permitted. See LICENSE.

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Period

• Unit (MRR / ARR):
• Start date / end date:
• Starting recurring:

Movements (this period)

Movement	Amount	Notes
New business		Not in the churn rates
Expansion
Reactivation
Contraction
Churn (cancel)

Rates

• Gross revenue churn = (churn + contraction) / start:
• Net revenue churn = (churn + contraction − expansion − reactivation) / start:
• Logo / customer churn (if we will show it):

Decisions

• What we will not call “good” from a public table:
• Job that owns the gross leak:
• Sentence that goes into the GTM plan: