Dunning

The process of recovering failed payments through retries and customer communication.

Recoverable revenue

Involuntary churn — expired cards, insufficient funds, bank declines — is a payments problem, not a product one. It is frequently a meaningful share of total churn and is largely recoverable with a structured retry and notification sequence.

Count it separately

Involuntary churn recorded alongside voluntary churn hides a fixable operational loss inside a value problem, and the wrong team gets asked to solve it.

RELATED TERMS

Renewal Rate

The proportion of contracts up for renewal in a period that actually renewed.

Revenue Leakage

Revenue the business had already earned the right to collect but does not, through process gaps rather than lost deals — unbilled usage, missed renewals, unapplied price increases, discounts that outlive their approval.

Churn

Customers or revenue lost over a period. The leak determining whether acquisition compounds or merely replaces.

Learn how to apply this: RevOps 101: Revenue Operations Foundations

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