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On July 22, we’re welcoming Brian Hansen to Context First for 

Why Customers Renew, Expand, or Leave: The OVE Framework

Brian is a customer success consultant and advisor who has spent more than 15 years building and leading post-sale teams. Today, he works with Seed through Series B SaaS companies to help them accelerate growth through customer retention, expansion, and value realization.

During the session, Brian will introduce the OVE Framework, which stands for Outcomes, Value, and Expectations.

I’m looking forward to the conversation because renewal, expansion, and churn are often treated as end results. By the time they show up in the forecast or the retention report, the story behind the decision has usually been unfolding for a while.

A customer may not be seeing the outcome they expected.

They may be getting value, but not recognizing it clearly enough.

They may be having an experience that doesn’t match what they thought they were buying.

Those distinctions matter because they point to different actions.

For those of you working with customers directly, where do you usually see the earliest signs that a customer is likely to renew, expand, or leave?

Why do customers renew, expand, or leave?

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