Sam Jacobs

And that is an example.

Now HubSpot, of course, views Salesforce as one of the biggest competitors.

But the point of this exercise is how do we identify the key activities, particularly post-onboarding and through onboarding?

One more thing I'll say before I wrap up the talk.

There are a lot of different reasons why people churn.

And if you're facing a retention issue in your business right now, those, I don't know if I can remember all of them off the top of my head, but I will tell you,

that most of the time everybody in this room is going to think that pricing, packaging, and effectively what you would describe as product market fit, meaning features, are the reason that people are churning.

And it's possible but not likely that those are the reasons.

The biggest thing that you can do to drive up retention is not change your price and is not add a new feature.

It is fix your onboarding process to drive time to value.

Most companies and most vendors do not spend enough time

and you have a whole category of customers that you would consider to be failure to launch.

They never get to the right place through the onboarding process or it doesn't happen quickly enough.

And as a consequence, they never enter your ecosystem in the way that it maximizes their opportunity for success.

So if you're thinking about and related to failure to launch, meaning poor onboarding is poor communication, poor product marketing, right?

So you think that it's my price is too expensive.

I need to lower the price.

I need to add more stuff, take out some stuff.

Really what it tends to be

is communication product marketing and then effective onboarding.