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# Q2 Customer Retention Review: Executive Summary

*Prepared for the executive team. Distribution: leadership only.*

## Executive summary

Net revenue retention held at 108% for the second consecutive quarter, but the underlying mix shifted: expansion revenue from existing accounts is up, while logo retention among sub-50-seat accounts slipped for the first time in five quarters. The small-account segment is now the primary risk to full-year targets.

## Key metrics

| Metric | Q1 | Q2 | Change |
|---|---|---|---|
| Net revenue retention | 108% | 108% | flat |
| Logo retention, all accounts | 94% | 92% | -2pts |
| Logo retention, under 50 seats | 91% | 85% | -6pts |
| Expansion revenue | 2.1M USD | 2.6M USD | +24% |
| Average time to first value | 11 days | 9 days | -2 days |

## Findings

1. **Small accounts are churning for onboarding reasons, not price.** Exit surveys cite "never got the team using it" in 60% of small-account cancellations, versus 22% for enterprise cancellations.
2. **Expansion is concentrated.** Three accounts account for 40% of Q2 expansion revenue; the median expanding account grew only 6%.
3. **Time-to-first-value improved, but not for the segment that needs it most.** The two-day improvement is driven almost entirely by enterprise onboarding changes shipped in April; small-account time-to-value was flat.

> The small-account cohort is not a pricing problem. It is an onboarding problem wearing a pricing costume.

## Recommendations

- Fund a dedicated small-account onboarding flow, separate from the enterprise-calibrated one currently used for every plan tier.[^1]
- Instrument "first meaningful action" per account so time-to-value is measured against something other than signup.
- Revisit the expansion-revenue concentration in Q3: three accounts carrying 40% of growth is a retention risk disguised as a win.

## Appendix: methodology

Retention figures are calculated on a trailing 90-day basis and exclude accounts terminated for non-payment. Exit survey data reflects self-reported reasons at cancellation time and was not independently verified.[^2]

[^1]: Onboarding flow proposal tracked separately; engineering estimate is six weeks for a first version.
[^2]: Response rate on the cancellation survey was 71% for Q2, up from 58% in Q1 after the survey was shortened to three questions.

Q2 Customer Retention Review: Executive Summary

Prepared for the executive team. Distribution: leadership only.

Executive summary

Net revenue retention held at 108% for the second consecutive quarter, but the underlying mix shifted: expansion revenue from existing accounts is up, while logo retention among sub-50-seat accounts slipped for the first time in five quarters. The small-account segment is now the primary risk to full-year targets.

Key metrics

Metric Q1 Q2 Change
Net revenue retention 108% 108% flat
Logo retention, all accounts 94% 92% -2pts
Logo retention, under 50 seats 91% 85% -6pts
Expansion revenue 2.1M USD 2.6M USD +24%
Average time to first value 11 days 9 days -2 days

Findings

  1. Small accounts are churning for onboarding reasons, not price. Exit surveys cite “never got the team using it” in 60% of small-account cancellations, versus 22% for enterprise cancellations.
  2. Expansion is concentrated. Three accounts account for 40% of Q2 expansion revenue; the median expanding account grew only 6%.
  3. Time-to-first-value improved, but not for the segment that needs it most. The two-day improvement is driven almost entirely by enterprise onboarding changes shipped in April; small-account time-to-value was flat.

The small-account cohort is not a pricing problem. It is an onboarding problem wearing a pricing costume.

Recommendations

  • Fund a dedicated small-account onboarding flow, separate from the enterprise-calibrated one currently used for every plan tier.[1]
  • Instrument “first meaningful action” per account so time-to-value is measured against something other than signup.
  • Revisit the expansion-revenue concentration in Q3: three accounts carrying 40% of growth is a retention risk disguised as a win.

Appendix: methodology

Retention figures are calculated on a trailing 90-day basis and exclude accounts terminated for non-payment. Exit survey data reflects self-reported reasons at cancellation time and was not independently verified.[2]

  1. Onboarding flow proposal tracked separately; engineering estimate is six weeks for a first version. ↩︎

  2. Response rate on the cancellation survey was 71% for Q2, up from 58% in Q1 after the survey was shortened to three questions. ↩︎

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