Onboarding

The first 30–90 days of a client engagement, and the highest-leverage period for retention. Because 43% of B2B churn happens in the first 90 days and the top driver is mismatched expectations, agencies that set realistic KPIs during onboarding retain 15–20 points better than those that don’t.

First used in: 4.5 · Proposals, contracts & onboarding