Why We Lose Sight of Return on Relationship
A personal observation
After more than 20 years in B2B software sales, I see a clear shift. The market has become more efficient and digital than ever, but also a lot more distant. Whereas we used to work together to build a roadmap, software is sometimes treated today as if it were easily replaceable. Simply put, less effort is being put into building genuine partnerships. And that’s a shame, because it is precisely in that connection that the greatest value lies.
The Paradox of Return on Relationship
It’s a striking contrast. While the market is becoming increasingly business-oriented, studies actually highlight the value of human connection. It’s no coincidence that the State of Flux study (2024) refers to Return on Relationship (RoR or RonR). Companies that consistently invest in their supplier relationships see an ROI increase of more than 4% per year through innovation and risk reduction.
At Comrads, this is reflected in our numbers: our churn rate is significantly lower than the SaaS benchmark of 2 to 5 percent. That speaks to the strength of our relationships. But those numbers don’t tell the whole story. It’s not about desperately trying to hold on to a customer, but rather the result of a conscious choice: investing in the relationship.
The impact of the remote market
Let’s be clear about one thing: we’re not naive. Organizations change, and it’s healthy to explore the market. But the way that happens has changed.
For years, everything goes smoothly. We solve complex problems, help plan budgets, and build solutions together. And then, sometimes out of the blue, we’re told: “We’ve chosen another provider.” No real warning signs, no clear market demand, no serious discussion about new requirements or organizational changes.
Apparently, that one-hour "catch-up" session months ago was our only chance to show what else we could offer. It feels like we’re being judged after the fact for a game we didn’t even know we were playing.
The allure of the new and clean
Why does this happen? Often, it’s the allure of something new. A new solution offers a sleek, fresh interface, free from the constraints of your existing workflows and processes in your current system. What you don’t realize at that moment is why your current system has become complex: because, in practice, your business operations rarely remain clean and simple. Software evolves alongside your exceptions, compliance requirements, and specific processes and integrations.
Before you’re swayed by a “sleek” presentation, talk it over with your current partner. Often, a fresh configuration within your existing platform can offer the same simplicity while preserving your accumulated knowledge and stability.
Our invitation: a fair chance and an open mind
Modern B2B buyers conduct much of their research on their own. We understand that. But a software provider is more than just a supplier; it’s the engine that drives your processes. What we ask is simple:
Be transparent: Is there a reorientation underway? Let us know.
Test your assumptions: Give us the chance to help you develop new budgets, pricing models, or features.
Let’s have a mature conversation: while it’s efficient to announce a done deal via email, sitting down together always yields better results—even if the conclusion is that we’re parting ways.
Farewell with appreciation
Churn is inevitable, but the way we treat each other determines our true value. We believe in sustainable growth by consistently staying relevant. And if we do part ways one day, let’s do so the way strong relationships should end: with clarity, appreciation, and openness.
Would you like to talk to us about what Comrads can do for you? Let us know!