There may be nothing worse than churn when it comes to net new revenue growth. The more clients you churn, the more you find yourself running in place, winning new deals that only replace part of what you lost. I happen to know a lot about churn from my time working in a Red Ocean industry, one with a lot of competition. It would not be uncommon to lose three million dollars in revenue every year, requiring three million and one dollars to get one dollar of growth.
