Post by Adam Carr

I cannot emphasize enough what I take most seriously in my role: onboarding. Last week I met with our post-sales leaders in person. We were staring at weekly active users, trying to figure out why certain accounts weren't where we wanted them. The instinct in that room was to go fix usage – more trainings, more check-ins, more nudges. I kept coming back to a different question: were these customers ever actually set up right? Because if the answer is no, it doesn't matter how many times you get on a call. You're treating the wrong problem. My take will always be that most churn traces back to what didn't happen in the first 60 to 90 days, not what happened at renewal. Onboarding is where you either earn the relationship or quietly lose it, and most teams don't find out until it's too late. What makes this harder is that "set up right" looks completely different depending on the customer. Someone who came to us for data has a totally different success picture than someone running full sequences and workflows. I can't apply the same lens to both and expect the metrics to tell me anything useful. So we're shifting the question we lead with. Not "why aren't they using it?" to "were they ever set up to succeed?" Different question. Different diagnosis. Different fix. That’s how you prioritize the customer.