Hello and welcome back to our regular morning look at private companies, public markets and the gray space in between.

Yesterday we explored what the SaaS world thinks about churn. A cohort of SaaS executives surveyed by Gainsight are expecting medium-bad churn (our take on their reported forecasts); select software companies will see booming demand; and the impact of churn won’t be felt evenly around the world, leaving some markets stronger than others, offering SaaS startups and their public brethren a chance to grow.

What mattered (read the piece if you have time) is that there is a general expectation that churn will rise as the world’s economy slips in the face of a historic pandemic and its constituent city- and country-wide shutterings. In time, we should see the impact of rising churn in public earnings reports, lower startup valuations, slower growth curves, and changing go-to-market motions.

But, something that we can see today is a falling growth rate among SaaS companies focused on both other businesses and consumers. This is thanks to new data from ProfitWell, a Boston-based software company that helps other firms track their subscription businesses and work to reduce churn. A set of charts provided to TechCrunch detail how the growth rate of SaaS companies, in both B2B and B2C, are falling. Add in a rising churn expectation for the modern software industry, and the market could be in for SaaS’s first patch of hard times in recent memory.

According to ProfitWell CEO and co-founder Patrick Campbell, the following data is predicated on “just under 20,000 subscription [and] SaaS companies” that range “from small startups to Fortune 50 companies.”

Given that we tend to focus a bit more on the B2B world, we’ll start there. The following chart tracks growth amongst business-focused SaaS startups that ProfitWell has data on. Try to spot where the trendlines change, and then check the data associated with the turn: