Articles

For technology companies, customers (and prospects) have two types of spend - ‘involuntary’ and discretionary. ‘Involuntary’ spend - it’s rare for a customer or prospect to have no [...]

If someone asks what your company does, do you respond by describing your products or services? For example, “We’re a software company.” Over 60 years ago, Harvard Professor [...]

Subscription-based companies focus on churn rates. Ask any executive and they can probably quote the company churn rate. They appreciate the negative impact that high churn has on [...]