The Cost of Friction: Why SaaS Vendors Must Learn to Let Churning Customers Go Gracefully
Executive Overview In the high-stakes world of B2B Software-as-a-Service (SaaS), customer acquisition cost (CAC) dominates boardrooms, investor pitches, and strategic roadmaps. Founders and revenue leaders spend countless hours optimizing sales funnels, trimming onboarding friction, and engineering marketing engines to secure every single logo. Yet, a counterintuitive truth often remains hidden in plain sight: how a…
