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Episode 54: The Red Renewals System: How Asana Flags Enterprise Churn 12 Months Out
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Utilization numbers may look like the problem. But as Josh Abdulla, the Chief Customer Officer at Asana, points out, low usage is usually just the symptom, not the cause.
In this episode, Josh shares how he manages a global portfolio of 170,000 customers by combining data-driven rigor with clear-eyed coaching. He unpacks Asana’s Red Renewals System, a process that flags enterprise churn risk up to a year in advance, giving teams the runway to act before it’s too late.
From the real reasons SMB customers cancel, to the role of verticalization in enterprise engagement, to building a value framework that proves outcomes, not just activity, Josh outlines how account managers can shift from reactive firefighting to proactive commercial leadership.
This episode also connects the dots between entrepreneurship, business, and wellbeing - showing how sustainable account management practices not only protect revenue but reduce stress, prevent burnout, and create healthier long-term client relationships.
For anyone serious about renewals, growth, and credibility with executives, this is a playbook worth studying.
Episode Breakdown:
00:00 Why Utilization Is a Symptom, Not the Cause
03:28 What Asana Really Offers Beyond Task Management
05:19 Why Asana Created a Chief Customer Officer Role
07:06 Customer Segmentation at Scale
09:49 The Four Reasons SMB Customers Churn
13:18 The Red Renewals System for Enterprise Churn
15:56 Signals That Trigger a Red Renewal
17:53 Using Data to Drive Product and Retention Strategy
18:57 Coaching CSMs vs. Solving Product Gaps
20:52 The Power and Limits of Relationship Management
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Podcast production and show notes provided by HiveCast.fm
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