METRICS AND PERFORMANCE 8 CHAPTER 1 MEASUREMENTS D. There is a significant decrease in the share of customers remaining between months 11 and 12, indicating the company likely has customers on both monthly and annual subscription plans, where the ones on annual plans cannot churn until after a full year. E. On average, the company is able to retain two-thirds of the customers they acquire after the first full year. To combat this, they can either acquire new customers or work with customer success to retain the ones they already have. Almost always, it is easier to retain customers than to acquire new ones. WHAT GREAT LOOKS LIKE ▪ >95% logo retention for enterprise clients, >80% logo retention for SMB clients ▪ Increasing number of customers in each cohort