Research Report · 2026 Edition
State of Retention
2026
What we've seen inside 40+ B2B SaaS companies — and how you compare to industry benchmarks.
Research Report · 2026 Edition
2026
What we've seen inside 40+ B2B SaaS companies — and how you compare to industry benchmarks.
What's Inside
01
Benchmarks vs. industry. The 51–98% GRR range is real — validated across multiple clients. Where does your company sit?
02
The finding nobody talks about. How silent accounts and broken reason codes are hiding your real retention problem.
03
The attribution gap. Why "budget" and "competitor" are almost always the wrong answer — and what the data actually shows.
04
Our proprietary framework. Five tiers, three GRR scenarios, and why the UNKNOWN tier is the most dangerous category in your book.
05
Structural, not personal. The five design problems that show up in nearly every retention org we assess.
06
What's actually working in 2026 — and the one thing every org that's winning with AI has in common.
07
What the top orgs do differently. Eight observable characteristics that separate high-retention organizations from everyone else.
08
Three things to fix first. For CS leaders, PE-backed companies, and board members evaluating retention health.
What the data shows
Price objections are value conversations. They had that budget last year.
"Missing features" means the product isn't solving their problem well enough.
"Unresponsive" is not a churn reason. It's the absence of one — coded as a customer behavior.
One client went from 50% renewal rate in 2018 to 97.56% in 2023. The ceiling is real.
Free Report — No Gate, No Form
Everything we've observed across 40+ B2B SaaS retention organizations, condensed into a single report. Download it, share it, use it.
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