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.
Product-Led Growth Playbook — Seven steps to product-led growth: find the activation moment, choose the free model, place the paywall and let usage decide who sales calls. (from Go-to-Market & Growth Planning)

Run the numbers

Churn & Retention Calculator — NRR, GRR, revenue and logo churn, quick ratio and customer lifetime from one period.
Cohort Retention Curve Builder — Retention curves for every cohort, a fair average, where retention levels off, and whether newer cohorts do better.
Email Authentication Checker — Read your live SPF, DKIM and DMARC records and see whether someone can send email as you. (from Marketing Ops, AI & Team)
Unit Economics Calculator — Pressure-test CAC, LTV, payback and gross margin, with a plain-English verdict on each. (from Analytics, Experiments & Budget)
Growth Loop Calculator — Loop factor k for a referral, content or paid loop, how far it stretches every acquired user, effective CAC and the stage that caps the loop. (from Go-to-Market & Growth Planning)

Build it

The Lifecycle Email Audit — Every automated sequence in one list, the weekly marketing load per audience, unsubscribe and consent checks, and the next lifecycle sequence to build.
The Retention & NRR Workbook — NRR, GRR, churn and quick ratio with plain-English reads, a cohort view and an LTV sizer.
The Case Study Kit — Turn a customer result into proof you can publish - the permission to use it, the evidence that makes it believable, and the write-up. (from Website & Conversion)

Run it with your AI agent

Lifecycle & Retention — Churn, NRR and GRR math plus a prioritised retention plan.
Referral Program Design — Designs who to ask and what to reward, then prices referral against the CAC it replaces.
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.
PLG Upgrade Prompts — Reads each upgrade prompt's funnel with honest intervals and names the prompt and stage to fix first. (from Pricing & Monetization)
Developer Marketing — Treats docs and the first working call as the marketing, and measures it. (from Content, Copy & SEO)
Marketing Loops — Model a compounding growth loop and find the stage throttling it. (from Go-to-Market & Growth Planning)

Read the research

Your NRR is 100% and you are losing a quarter of your customers
Customer Advocacy, Reviews and NPS: How to Build a Feedback Program That Earns Word of Mouth — Five steps to earn advocacy: close the feedback loop, NPS as a signal, honest reviews, references and case studies, measure.
Referral Programs for Startups — Turn happy customers into a channel: who to ask, a modest two-sided reward and the FTC, HIPAA and Anti-Kickback rules.
Retention Is a Marketing Job Too — Marketing's job after the sale: sell to customers who succeed, teach them to a first result, make value visible to whoever renews, and offer expansion only when behaviour asks for it.
SMS and WhatsApp Marketing for Startups — When SMS and WhatsApp fit a startup, how to collect consent in four markets, what to send and how to measure it.
Product-Market Fit: How to Tell If You Have It — You have product-market fit when one segment keeps using and paying without being pushed. Five steps and several signals to check before you scale spend. (from Strategy & Positioning)
How to Grow a Startup Newsletter That Brings in Customers — Five steps to grow a newsletter: one reader and promise, consent and sending, issue format, trusted sources, measure. (from Content, Copy & SEO)

Work with AAJ

Unit Economics & Retention Sprint