onboarding systems · churn reduction · post-sale strategy · customer-facing materials · revenue retention

Before your next board meeting, have four numbers ready.

Most CS teams report the first one and call it churn. Six numbers you already have will show you all four, plus how much of the loss started in onboarding.

Run your numbers

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The four numbers. Most teams report one.

Churn reported as logos lost leaves out three costs that show up at renewal and in your pipeline. The calculator adds all four.

  1. 1

    Revenue lost to churn

    The accounts that left entirely.

    Churned accounts × ACV

  2. 2

    Revenue lost to downgrades

    Customers who renewed smaller. These rarely make the board slide, but the revenue is still gone.

    Downgrades × revenue lost per downgrade

  3. 3

    Expansion you forecast and never got

    The upsell you planned on from accounts that left or shrank.

    Lost accounts × expected expansion

  4. 4

    What sales spends to replace it

    The new logos it takes to stand still, and what they cost to close.

    New logos needed × CAC

The question underneath all four

How many of those accounts never reached first value? That's the share of the loss that started in onboarding, and it's the part you can fix.

Run your numbers

Rough numbers are fine. Leave an optional field blank and that line drops out of the total. Everything calculates on this page. Nothing is sent or saved.

Your six numbers

Required. Use your typical deal, not your largest.

Required. Customers who left entirely.

Customers who renewed at a lower amount. Leave blank if none.

Optional. The typical drop in ARR when a customer downgraded.

Optional. Upsell or seat growth you planned on from these accounts.

Optional. Finance or RevOps usually has this.

The onboarding question

Optional. Leave blank if you don't track first value. That gap is worth noting on its own.

Example company

The cost of doing nothing

Revenue lost to churn
Revenue lost to downgrades
Expansion you didn't get
Revenue at stake this year
Cost to replace it with new logos
Started in onboarding

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Reading your numbers

Revenue at stake

What churn, downgrades, and missed expansion cost you this year. Most teams only report the first line.

Downgrades

The line most teams leave out. Customers who renew smaller rarely show up as churn, but the revenue is still gone.

Cost to win it back

What sales has to spend to stand still. Compare it to your new-logo targets.

First value

If you left it blank because you don't track it, that's the gap to fix first. You can't see which losses started in onboarding.

"She completely rebuilt our onboarding process from the ground up."

Carlos Hernandez, Head of Customer Success, managed Christine at Eppo

Built by Christine Borkowski, founder of The SaaS Post-Sale Studio. 14+ years in enterprise onboarding and customer success, 100+ implementations, and $10M+ in managed ACV across Braze, Eppo, and Optimizely.

Bigger number than you expected?

The Onboarding Health Check finds where your onboarding loses customers and what to fix first. Two weeks, fixed scope, $2,500 flat, credited in full toward a System Build signed within 30 days.

Apply for a Health Check