Reducing churn is critical to the success of your SaaS company.
David Skok, who is a must read for all startups, explains that as a SaaS company grows, the size of the subscribers/customers/users who no longer do business with the company will also, organically, grow.
This equates to a loss of revenue, which requires more and more signups from new customers just to replace what you are organically losing every month.