The state of churn and retention in B2B organization 2026

The State of Churn and Retention in B2B Organizations 2025 report examines how mid-market and enterprise businesses are addressing one of their most persistent growth challenges: client retention. Drawing on insights from leaders across technology, financial services, healthcare, professional services, and more, the study reveals when churn occurs, what drives it, and how retention strategies are evolving. The findings show that early-stage churn remains a critical risk, with nearly half of all churn occurring within the first 90 days, often driven by onboarding gaps, communication breakdowns, and fragmented digital experiences. The report also examines the financial impact of churn, the expanding role of automation, system integration, and digital engagement, and the metrics organizations use to measure retention performance. Together, the insights show how businesses are shifting toward more structured, proactive retention approaches: combining guided engagement with technology-enabled experiences to reduce revenue loss, strengthen client relationships, and improve long-term value.