Value not realised
User never reached the first "aha" moment during onboarding.
Time-to-first-value > 72 hrs
Wrong ICP
Signed up but doesn't match ideal customer profile.
Low feature adoption score
Competitor switch
Evaluating alternative solutions. Competitor in pipeline.
Support tickets spike
Budget cut
External economic pressure. Frozen or reduced spend.
Login frequency drop-off
Champion left
Internal sponsor departed. No handoff to successor.
Champion email change
Feature gap
Missing capability. Build vs. buy decision failed.
Feature request churn rate