CHURN FM

Today on the show we have April Dunford, positioning expert and author of Obviously Awesome and Sales Pitch, returning to Churn.fm after her first appearance in 2019.In this episode, April shares why AI makes building products easier without making differentiation disappear, and why a different approach to a customer’s problem matters more than another feature. We then discuss what customers who buy and renew can teach us, how to run customer advisory boards that go beyond feature requests, and why not every product release deserves a launch.We wrap up by exploring how a gap between marketing and sales can create churn, why understanding the alternatives customers actually consider is the starting point for positioning, and what April has learned since the first edition of Obviously Awesome.As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on [email protected]. Don't forget to follow us on X.

Today on the show we have Emilia D’Anzica, customer success and GTM coach and founder of Growth Molecules.In this episode, Emilia shares why customer lifecycle management is becoming essential for CROs and why the sale is only the beginning of the revenue journey. She explains how customer success, sales, and marketing need to work together across onboarding, adoption, expansion, renewal, and win-back.We then discuss what strong sales-to-CS handoffs look like across product-led and enterprise models, why customer journey mapping is such a powerful operating tool, and how structured win-back programs can recover meaningful revenue. We wrap up by discussing how customer success is changing under usage-based pricing and why business acumen, emotional intelligence, and confidence are becoming must-have skills for modern CSMs.As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on [email protected]. Don't forget to follow us on X.

Today on the show we have Jack Cregan, Founder of Paymend, a company helping online businesses turn declined transactions into recovered revenue.In this episode, Jack shares his experience building payment infrastructure and explains the underlying mechanics behind why payments fail, from insufficient funds and fraud detection to cross-border transactions and payment processor limitations. We then discuss how Paymend approaches payment recovery through alternative PSPs, card monitoring, and partial authorizations, and we wrap up by exploring how businesses can reduce churn by making their products and infrastructure more embedded and difficult to replace.As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on [email protected]. Don't forget to follow us on X.

Today on the show we have Rebecca Stone, Chief Customer and Marketing Officer at Plume.In this episode, Rebecca shares how bringing marketing and customer success under one leader can create a stronger understanding of the customer journey, from acquisition and adoption through to retention and expansion.We then discussed how Plume measures marketing influence, why customer success should be accountable for expansion revenue, and how the company uses customer data and AI to improve experiences across the entire customer journey. We also explored why customer advocacy, account-level details, and strong collaboration between sales and CS are critical to building long-term customer relationships.As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on [email protected]. Don't forget to follow us on Twitter.

Today on the show, we have Dr. Nesrine Changuel, founder of Product Excellence and Product Management Career Lab Director at ESSEC Business School. Prior to Product Excellence, Nesrine held senior product roles at Google, Spotify, and Microsoft. In this episode, we dig into why the technical barrier to building products has dropped so dramatically that functional quality alone can no longer differentiate — and what that means for teams that haven't yet learned to design for emotion. We explore the concept of product delight, what it actually means beyond confetti and Easter eggs, and how Nesrine's Delight Model Framework gives teams a step-by-step path to building emotional connection into any product — B2C or B2B. We discuss the real difference between discovery and delivery, why Nesrine spent her first 18 months as a PM doing the wrong job, and what shifted when she stopped babysitting engineers and started owning the why. Finally, we get into the AI feature psychosis sweeping the market right now — why shipping velocity without emotional intentionality produces Frankenstein products, and why the companies that were great before AI will be great after it, for the same reasons they always were.As always, I’d love to hear from you. You can email me directly at [email protected], and don’t forget to follow us on X.

Today on the show, we have Alex Raymond, founder of AMplify and author of The Growth Department, a book reframing how post-sales teams think about their role inside B2B companies.In this episode, we dig into why customer success and account management are in an identity crisis — and why the answer lies in orienting the entire function around one core purpose: helping the company win. We explore the “keep, grow, no surprises” framework, how NRR as a North Star metric can align sales and CS around shared incentives, and why consolidating all revenue under a true CRO is becoming a more common org design move.We discuss the confidence gap in CS teams when it comes to commercial conversations, why over-indexing on relationships is one of the most common mistakes in post-sales, and why parachuting an AE back in at renewal is a poor experience for the customer — and for the team.Finally, we tackle the economics hiding in plain sight: why 100% of a company’s profits come from existing customers, how resource allocation between new business and existing accounts is wildly mismatched, and why the language CS and account management professionals use to describe their work has a direct impact on their standing inside the business.​​​​​​​​​​​​​​​​

Today on the show, we have Priya Lakshminarayanan, CPO of Recurly, a subscription management platform empowering brands like Twitch, PupBox, Sprout Social, and Pipedrive to launch, scale, and optimize subscription experiences.In this episode, we dive deep into Recurly's 2026 State of Subscriptions report, uncovering surprising trends that challenge conventional wisdom about churn. We explore why "selective churn" might actually reflect stronger consumer intent rather than fatigue, and why the pause button has evolved from a red flag into a strategic retention tool.We discuss the dramatic shift in subscriber behavior, including why 51% of consumers cancelled at least one subscription in the last 12 months, how micro-subscriptions are becoming the new trial experience in an AI-driven world, and why traditional free trials are becoming cost-prohibitive as LLM costs rise.Finally, we tackle the loyalty paradox: why transparency and easy cancellation actually drive long-term retention, how annual subscription renewals have become critical inflection points, and why the best retention strategy might be proactively canceling customers who aren't using your service.

Today on the show, we have Charles Rosenblatt, CEO of Butter Payments, providing ML AI-driven payment recovery for subscription merchants and recurring payments. Previously, Charles was CSO of Payoneer, CRO at Velo Payments, and ran treasury at D.E. Shaw during the late 90s—where managing a financial crisis taught him that outside factors can derail even the best strategies and smartest teams. In this episode, we uncover why the 14-day dunning period is an arbitrary standard that shouldn't exist—and how decoupling dunning strategy from product access unlocks smarter business decisions. Charles shares how Butter analyzes 128 variables across billions of transactions to predict payment recovery within 10 seconds, allowing companies to shut off high-cost AI users immediately when recovery is unlikely, while keeping loyal customers active when payments will clear. We explore why involuntary churn creates dangerous false signals: 30% of customers leaving might actually want to stay but have expired cards or temporary payment issues. This can lead product teams to catastrophic decisions—like Coca-Cola changing their formula when the real problem was payment infrastructure, not product-market fit. The lesson: understand what's within your control versus what's not before making strategic pivots. We also discuss how Capital One shifted their best people from acquisition to retention after realizing they were churning the equivalent of the 7th largest credit card company every year—because spending $20 to save a $500 NPV customer beats spending $300 to acquire a new one who might churn anyway. Finally, we dig into payment recovery ethics and strategy: why Butter refuses "forced payments" that drive customer accounts negative, how different card types (Amex vs. debit vs. prepaid) require completely different retry logic, and why competitors who inflate recovery promises by 100% damage trust across the industry.As always, I’d love to hear from you. You can email me directly at [email protected], and don’t forget to follow us on X.

Today on the show, we have Matthew Tharp, CEO of Hunter.io, the all-in-one email outreach platform used by over 4 million people to identify prospects and run cold email campaigns. Previously, Matthew was VP of Worldwide Retention at LogMeIn, where he owned NRR across nine products—giving him a rare masterclass in retention challenges at different stages and scales.In this episode, we uncover why retention isn't a problem you solve when growth stalls—it's DNA you build from day one. Matthew shares the paradox of his career: building a company with 95%+ annual retention that got acquired, versus joining a high-growth PLG business with churn issues that needed solving before scaling further.We explore why over-indexing on either growth or retention creates problems, how to identify the usage patterns that predict churn in the first three weeks, and why every company that tries to fix retention late struggles. The lesson: balance from the beginning beats transformation later.We also discuss how Hunter achieved 3X growth this year by going back to basics—running a rigorous ICP analysis, choosing battles they could win instead of markets where competitors were spending $100M, and layering new customer segments without creating product bloat.Finally, we dig into cold outreach data: why email lists under 100 people dramatically outperform larger ones, why shorter emails force the clarity that drives replies, and how constraints—not scale—are the real performance lever in outbound.As always, I’d love to hear from you. You can email me directly at [email protected], and don’t forget to follow us on X.

Today on the show, we have Susan Keplinger, CEO of Force of Nature, a boutique performance marketing shop behind the growth of brands like Ring, Oofos, and other category leaders. With experience building data-driven growth engines across e-commerce and DTC, Suzanne has helped companies shift from chaotic marketing to orchestrated, scalable systems.In this episode, we uncover why the future of performance marketing isn’t about hacking audiences or chasing the “one winning creative”—but building portfolio-driven creative systems, trusting your data, and showing up clearly for both humans and algorithms.We explore why Google and Meta still dominate the ecosystem, why clean data is the new competitive edge, and how brands should think about programmatic everything—from ads to email to retargeting.We also discuss how Suzanne built the original performance infrastructure at Ring, how brands like Oofos leverage their “growth signal system,” and why the best-performing companies today treat robots as part of their audience.Finally, we dig deep into retention: why 10 customers leaving is the same as your 11th leaving, why the “leaky bucket” kills great brands, and how to know when it's time to stop relying on founder intuition — and start trusting the data.As always, I’d love to hear from you. You can email me directly at [email protected], and don’t forget to follow us on X.