“The commercial strategy that you have — what people buy, when they buy it, and which price they buy it — is going to have such an enormous impact on your renewals and extensions.”

Churn is not just a product problem — the plan, price, and timing of the sale drives renewals

Product teams own churn in most companies, but the actual driver is often the sales funnel above them. Which plan a user picked, whether they came in on a discount, and whether they found the app through paid or organic all predict renewal rate better than in-app engagement metrics alone. Revenue strategy and product need to be looking at the same cohort slice.