Churn Rate

The percentage increase in a company's revenue over a specific period, typically measured year-over-year or quarter-over-quarter. Revenue growth rate is a fundamental measure of business expansion, market traction, and the effectiveness of go-to-market strategy.

The rate at which a company's existing customers cease doing business with it over a given period, typically expressed as an annual percentage. Customer attrition rate is a critical input to the valuation of customer relationship intangible assets under both the multi-period excess earnings method and the distributor method.

The proportion of tasks, processes, or workflows within an organisation that are performed by automated systems rather than human labour. Automation rate is a key productivity metric, with higher rates typically correlating to improved operational efficiency, reduced error rates, and scalability — though the transition period often involves significant restructuring costs.

The proportion of available capacity — whether labour hours, machine time, or service capacity — that is actually deployed in productive activity. Utilisation rate is a key productivity metric for professional services, manufacturing, and SaaS infrastructure, directly influencing revenue efficiency and operating margins.

The rate at which a company integrates and derives value from acquired assets, particularly intangible assets such as technology, talent, and customer relationships following a merger or acquisition. A high absorption rate indicates effective post-deal value capture and is a key indicator of M&A success.

The total fee charged to a merchant for processing a payment card transaction, expressed as a percentage of the transaction value plus a fixed per-transaction fee. The MDR comprises three components: the interchange fee (paid to the issuing bank), the card network assessment fee (paid to Visa/Mastercard), and the acquirer's markup.

The rate at which a company spends cash in excess of its income, typically expressed as a monthly figure. Burn rate is a critical metric for startups and growth-stage companies, directly determining how long the business can operate before requiring additional capital (runway).

The rate used to convert future expected cash flows into their present value, reflecting the time value of money and the risk associated with those cash flows. Selecting the appropriate discount rate is one of the most critical and sensitive decisions in intangible asset valuation, as small changes can materially alter the estimated fair value.

What is logo churn versus revenue churn?

Logo churn measures the percentage of customers lost (account closure rate), while revenue churn measures the percentage of recurring revenue lost (accounting for expansion/downgrades).

How do you achieve and measure product-market fit?

Product-market fit is achieved when a product satisfies strong market demand — measured by retention rates, organic growth, the Sean Ellis survey (40%+ 'very disappointed'), and customers actively recommending the product.