Field notes · 2 May 2026
Reading logo churn against revenue churn
Customer count and dollars leave at different speeds. Here is how to present both without muddying the narrative.
Logo churn counts accounts. Revenue churn counts dollars. A membership club that loses ten low-tier members may look worse on logos while revenue barely moves — or the reverse when one enterprise seat cancels.
Present both figures on the same page, same date range, with a note on concentration: what share of revenue sits in the top ten percent of accounts. Without that note, leadership overreacts to the louder percentage.
For subscription businesses in Hong Kong with mixed B2B and consumer plans, we often add a third line: seats or households affected. It stops the team from treating every cancellation as equal work.
When interventions are chosen, weight them by revenue at risk first, then by operational effort. Volume-led save campaigns can burn support capacity while the real leak is three large accounts.