Yes! The vast majority of the marketing budget is devoted to attracting new customers.
Reducing the number of customers who abandon our product or service is far more important to our profitability and long-term success than optimizing conversion rates.
We are a B2B SaaS company. We track churn in a specific stage of our CRM.
More importantly than the rate, we track the reason for churn with the whole team (Sales - Product - Customer Success) to ensure we analyze the reasons behind the churn and make all the improvements to keep it as low as possible.
Oh yeah, as long as it's below 5% I can sleep well. Also important to engage with churned customers and find out what didn't work and how can we make it better. Usually about 30% of churned clients are coming back.