October Update for Dana
Monthly update · October 2026 · From Alex to Dana · 3 decisions for Monday

MRR is up 24% since the August price rise, and churn is coming back down

Dana, I need 3 yes or no answers at our Monday 1:1: the ad budget shift, the Acme renewal offer, and the SDR offer.
MRR$87,569+$1,043 vs Sep
Paying customers1,307+53 vs Sep
New paying86+22 vs Sep
Churned33−14 vs Sep

MRR jumped after the price rise, and churn peaked in September

$0k$50k$100kAug 1: price $59 → $69$51.0kJan18$53.7kFeb19$56.8kMar20$59.9kApr21$63.2kMay22$66.8kJun22$70.6kJul24$85.4kAug31$86.5kSep47$87.6kOct33Churned

3 decisions I need from you

1. Move $6k a month from Google to LinkedIn for Nov and Dec?

Google cost per click +30% vs July
October: cost per new paying customer
Google
$439 (41 for $18k)
LinkedIn
$444 (9 for $4k)
Monthly budget if yes
Google
$18k → $12k
LinkedIn
$4k → $10k
Total ad spend stays $22k/mo2 Google campaigns paused Oct 12

2. Acme Corp: offer a discount now, or wait?

$5,520/mo at risk, 6% of MRR
Offer now 20% off, 2-year renewal Acme pays $4,416/mo −$1,104/mo vs today
Wait for their Q1 review Keep full price Acme pays $5,520/mo if they stay −$5,520/mo if they leave
  • 80 seats, our biggest account
  • Their champion, Mark, left in September
  • New ops lead is reviewing all tools in Q1

3. Approve the SDR offer at $75k base?

Open 6 weeks
2 finalistsOffer goes out next week if yes

What else happened in October

22/31September exit surveys said price. Most churn was monthly customers who joined in 2024.
31%of October's 86 new paying chose the annual plan (27 people), launched Oct 1 with 2 months free.
44%Day-7 activation in Lea's onboarding email test, up from 38%. Started Oct 14, too early to call.
−18%Support tickets since the help center move.

November plan

Black Friday promo on the annual plan
Win-back email to the 47 September churns
Decide on Acme after your answer