Any business’ success is based on how much its customers use the product/service and how engaged they are with it. If users are disengaged, they will churn and the company loses revenue. Customers who are not finding value in the product/service will likely churn too. Engaged customers, however, continue to use the product/service and may likely increase their usage. By focusing on customer engagement scores, SaaS companies can design their sales strategies specific to each of these customer categories.