Churn, retention and customer advocacy resources
Retention compounds everything upstream: churn you remove raises lifetime value and lowers the growth you need from new customers. Read net and gross revenue retention side by side, because strong expansion can hide heavy churn, then fix activation before you add more lifecycle email.
Covers: Onboarding and activation, lifecycle email, churn, NRR and GRR, expansion, referrals, case studies.
Learn the method
- Customer Onboarding & Retention Playbook — Define the first value moment, design golden paths and lift 30-day retention.
Run the numbers
- Churn & Retention Calculator — NRR, GRR, revenue and logo churn, quick ratio and customer lifetime from one period.
- Unit Economics Calculator — Pressure-test CAC, LTV, payback and gross margin, with a plain-English verdict on each. (from Analytics, Experiments & Budget)
Build it
- The Retention & NRR Workbook — NRR, GRR, churn and quick ratio with benchmarks, a cohort view and an LTV sizer.
Run it with your AI agent
- Lifecycle & Retention — Churn, NRR and GRR math plus a prioritised retention plan.
- Email Lifecycle Sequence — Map, fix and write lifecycle sequences without fatiguing the list.
- Onboarding & Activation — Define the activation moment and fix where new users stall.
- Marketing Loops — Model a compounding growth loop and find the stage throttling it. (from Go-to-Market & Growth Planning)
Read the research
Work with AAJ
Unit Economics & Retention Sprint