> ## Documentation Index
> Fetch the complete documentation index at: https://b2-b-playbook.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# Revenue churn card

<img src="https://mintcdn.com/b2-b-playbook/8TjYHkeg5vZEv16F/assets/illustrations/worksheet-revenue-churn.webp?fit=max&auto=format&n=8TjYHkeg5vZEv16F&q=85&s=9cf4227825d633ccedd934a182b41593" alt="Period; Movements (this period); Rates" width="1600" height="900" data-path="assets/illustrations/worksheet-revenue-churn.webp" />

B2B Playbook working file. Read [revenue churn](../playbooks/08-lifecycle-and-customer-marketing/revenue-churn.md) first.

One period. Same unit throughout. Delete teaching notes.

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

***

## 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: