You know you are losing or under-growing customers, but not which part of the relationship after the sale is actually failing. That difference decides where your effort should go.
The temptation is to react to the loudest symptom, the cancellation that stung or the renewal that slipped, and patch that one spot while the real break sits somewhere else. A business whose customers never reach value churns early no matter how good its retention emails are. A business that keeps customers well but never asks them to grow leaves its easiest growth untouched. This sorts out where your post-sale relationship really breaks and hands you a plan, so you spend your energy on the right link instead of the loudest one.
This is a sorting instrument, not a fix. It will not onboard your customers or build your retention system. It tells you which of those you need first, and in what order. It takes about thirty minutes and honest answers about numbers you may have been avoiding: roughly how many customers you lost last year, how long a typical one stays, and whether you can name a single customer at risk right now.
The post-sale relationship is a chain. Onboarding is the foundation, because a customer who never reaches value will not stay, grow, or refer. On that foundation the lifecycle runs in order, retention, then expansion, then advocacy, and across the whole thing sits one overlay, health measurement, which is how you see risk at every stage. Answer each statement below the way things really are, not the way you wish they were.