Stop churn and grow accounts

The revenue you don't have to win twice is the cheapest revenue you will ever get.

3 steps, 12 questions underneath, read for doing the work

1. 1
   Customer success and retention

   Keeping the customers you already won, and the team that does it.

   How do I build a customer health score that actually predicts churn?

   The gist Start with four to six inputs, not twenty. The ones that earn their place are depth of product usage (not logins), breadth across the account, support pattern, and whether an executive still shows up. Weight them, then do the honest test: score your last twelve churned accounts retroactively. If the score was green ninety days before they left, your inputs are wrong and you should rebuild rather than defend it. Segment matters too, since a healthy enterprise account and a healthy SMB account look nothing alike. Treat the score as a prioritisation tool for your week, not as a verdict.

   📄 Customer Health Score Explained: Metrics, Models and Tools The most complete breakdown of what goes into a health score: which four to six categories to weight, how to segment scores by journey stage, and t... 4 questions on customer success and retention →
2. 2
   Expansion, upsell and churn

   Growing revenue inside accounts you already have, and stopping the leaks.

   How do I spot which accounts are actually ready to expand?

   The gist Look for accounts that are pressing against a limit and accounts that are spreading sideways. Hitting a usage ceiling, adding users faster than they bought seats, or a second team quietly showing up in the logs are all better signals than a good NPS score. Then profile your last twenty expansions and find what they had in common before they bought more: a usage threshold, a tenure, an industry, a team size. That pattern becomes your list. Expansion outreach that lands is timely and specific to what the customer just did. Generic upgrade emails to the whole base mostly teach people to ignore you.

   📄 Expansion MRR: Definition, Formula, and Impact on SaaS Growth The cleanest definition of expansion MRR with the formula and the benchmark that matters: top companies get up to 40 percent of new ARR from existi... 4 questions on expansion, upsell and churn →
3. 3
   Forecasting and GTM metrics

   Pipeline coverage, stage conversion, CAC payback, magic number, and calling a number you can defend to a board.

   How do I calculate conversion rates by stage, and what do I actually do once I have them?

   The gist Calculate them on a cohort, not on a snapshot. Take every opportunity created in a month, follow that same set forward, and measure what share reached each later stage. Snapshot ratios (stage two divided by stage one today) mix cohorts moving at different speeds and will mislead you. Once you have the curve, do three things: find the single worst step, since one stage usually leaks far more than the rest and that is where your attention belongs; measure time in stage alongside conversion, because a stage where deals sit for eleven weeks is a qualification problem wearing a conversion costume; and use the rates to work backwards into how much pipeline each rep needs, which turns a vague target into an activity plan.

   📊 The Bowtie Standard The clearest single document on what a revenue data model should look like end to end, from lead through renewal and expansion. It is the vocabular... 4 questions on forecasting and gtm metrics →