Six stages.
One connected system.

Leads arriving from multiple channels with no unified entry point. No scoring logic, no CRM sync, no routing rules. Marketing and sales teams operating on different data — or no data at all. Speed-to-lead measured in days, not minutes.

Built a unified capture architecture — form-to-CRM field mapping, source attribution tracking, and a lead scoring model based on firmographic and behavioral signals. Automated routing by segment ensures every lead reaches the right person within 5 minutes of capture.

New customers handed off from sales with no structured journey. No triggered sequences, no milestone tracking, no definition of "first value." Onboarding happened inconsistently — dependent on individual CSM effort rather than a system.

Built milestone-based pipeline stages (Kickoff → Setup → First Value Achieved) with conditional branching based on activation behavior. Day 1 welcome sequences fire automatically. CSM alert triggers fire at key milestones. Contract details, tier, and billing dates stored as custom CRM fields.

Users signing up but never reaching the moment where the product clicks. High early churn with no visibility into why. No definition of what "activated" even meant for the business.

Defined the activation event per customer segment. Built behavioral trigger sequences — users who don't hit the milestone within 72 hours enter a targeted re-engagement flow. Feature adoption tracked and used to personalize every subsequent communication.

Activated users plateauing at surface-level usage. Deep features unused, teams not fully onboarded, value perception declining. No system to detect or respond to plateau signals before they became churn signals.

Built adoption nurture sequences segmented by role and use case. Feature announcement emails tied to individual usage gaps — not broadcast to everyone. Regular 30/60/90 day check-in cadences with CSM visibility into engagement scores per account.

Churn happening reactively — accounts cancelling with no warning. CS team firefighting instead of preventing. No health visibility, no early warning system, no way to distinguish a healthy account from one quietly disengaging.

Built a composite health scoring model across login frequency, feature usage, support ticket volume, and contract proximity. Accounts flagged as At Risk trigger an automated CSM alert and re-engagement playbook within 24 hours. Win-back sequences for churned accounts segmented by churn reason and tenure.

Revenue from existing customers left entirely untapped. No signals, no triggers, no systematic upsell motion. Expansion happened by chance — when a customer happened to reach out — not by design.

Instrumented expansion signals in the CRM — usage thresholds, seat limits, power-user behavior flags. When an account hit 80% of plan capacity, CSM received an automated alert to propose the next tier. QBR templates built to surface ROI proof at renewal. Expansion email sequences triggered by health score and account tenure.