Even strong new sales cannot compensate for high churn compounding over time. This Churn playbook gives you the framework on how to measure, reduce and prevent churn.
Built from hands-on churn projects across Nordic B2B SaaS companies.
Churn Playbook by Ingvild Farstad, Head of Operational Excellence
A 2% monthly churn rate compounds to 22% annually. For B2B SaaS companies in the €2–15M range, that's one of the first numbers investors scrutinize and one of the highest-ROI problems you can solve.
The Viking Growth Churn Playbook covers six initiatives that consistently move the needle, in the order you should tackle them.
Download the Churn Playbook — free 18 pages. No fluff. Built from portfolio work across Nordic B2B SaaS.
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1. Find the Root Cause
Diagnose before prescribing. A customer who says "your product is too expensive" is rarely complaining about price.
2. Sell to Your ICP
Churn starts at the sales stage. Wrong-fit customers always leave, it's just a matter of when.
3. Segment Your Customers
Your top 15% of ARR and your bottom 50% should not be receiving the same level of attention.
4. Build a Customer Health Score
Disengagement shows up in your product data months before the cancellation conversation. Act on it early.
5. Onboard for Outcomes
Onboarding is complete when the customer has achieved a specific, data-driven threshold, not when 30 days have passed.
6. Align Incentives Across Departments
Sales, Onboarding, and CS must pull in the same direction. Misaligned incentives create organizational churn regardless of strategy.
Every euro of churn you prevent falls straight to the bottom line. It is almost always the highest-ROI commercial initiative available.
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