Most churn doesn’t happen at renewal, it happens 6 to 18 months earlier when a customer quietly decides to leave. By the time your 60-day renewal playbook kicks in, some of those customers are already working with a competitor.

That gap is why so much churn seems to come out of nowhere, and it’s the focus of a new episode of Account Management Secrets, where host Alex Raymond sits down with Natasha Narayan, CEO and Co-Founder of IcebergIQ.

How can B2B SaaS companies understand what their customers really want and need? Conversational interviews with customers are one of the best ways to do that. However, many SaaS companies may be daunted by the time and effort it takes to recruit and schedule interviews as well as analyze the data. In this Apple podcast, IcebergIQ CEO Natasha Narayan shares some best practices for establishing a win/loss or churn analysis program with Thomas Lah of TSIA (Technology & Services Industry Association).

Klue recently interviewed IcebergIQ CEO Natasha Narayan about the benefits of a churn analysis program - something that can benefit every team across an organization. Churn insights inform how you go to market, compete, sell, and meet your customers' needs.

On Dance Battle: The Competitive Intelligence Podcast, you'll hear podcast host Alex McDonnell interview IcebergIQ CEO Natasha Narayan about best practices for setting up a win/loss or churn study. The overall goal is to get candid customer feedback that delivers actionable insights and builds a culture of learning. "It's about everyone doing better as an organization and increasing the win rate," Natasha says.

Having a curious mindset is a great strength for CSMs, and a valuable way to deploy it is by talking to churned customers. Listen to Natasha Narayan in conversation with Adam Joseph of Gainsight's GameChanger Podcast about the value of customer conversations and how to elicit candid insights.

Listen to IcebergIQ's CEO Natasha Narayan on the world's leading Customer Success podcast as she discusses why CS leaders are incorporating churn analysis via third-party interviews into their strategies.