When success is measured exclusively by new customer acquisition, marketers can sometimes begin to believe their own hype.īut one of the basic contributions of growth hackers to the marketing playbook is a pragmatic emphasis on exploiting opportunities for growth wherever they occur, even (or perhaps especially) post-signup.Ĭonsider this simplified way of calculating growth: It’s easy to see how high-flying businesses can get caught up in fast adoption and begin to consider themselves unstoppable. Without Strong Retention, No Service Is Unsinkable But for cloud businesses, which almost all rely on the recurring revenue of a subscription model, what lies below the waterline is just as important: customer churn.
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