Speak about churn and how you handle it? You can achieve great churn numbers in a vertical market. They sell to customers in a very high churn market. Customers are on monthly contracts and their gross revenue churn is only 4% annually. The more problems you solve, the harder you are to replace.
(Over lunch, I asked my friend Tim to articulate his Promised Land, and he said, “You’ll have the most innovative platform for ____.” Nope: the Promised Land is not having your technology, but what life is like thanks to having your technology.)
The cornerstone of Cancel’s positioning of Drift is not a list of “compelling reasons to buy” or even features. Instead, it’s a story that starts with why, now that most people expect always-on, instant communications, you’re on a road to ruin if you continue to engage buyers through traditional email forms (the status quo):