CHURN FM

Today on CHURN.FM we have April Dunford, a product positioning consultant and author of Obviously Awesome. April helps startups position their products so that their customers get it, buy it, and love it.We chatted about the definition of positioning and what it is and isn’t.We also discussed how positioning impacts customer churn and the common mistakes startups make when positioning their products.April also shared the 3 styles of positioning your product in a market, how positioning feeds your messaging, and how you can tell when you have a positioning problem.I really enjoyed this conversation and I hope you do too! Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

In today's episode of CHURN.FM we have Dennis Kayser the Founder and CEO of Forecast. Forecast helps project-based companies automate operations, empower people and leverage insights to drive business performance and client success. Their goal is to eliminate all manual processes of resource & project management by using Artificial Intelligence to setup and manage projects automatically.We chatted about why retention is Forecast’s biggest lever for growth with 80- 90% of new users coming from organic sources.We also discussed how to set up a churn prediction model, what variables to include in a lead scoring model and how to use your ideal customer personas in your lead scoring and churn prediction models.Dennis also shared the quantitative measures you can take to flesh out your ideal customer personas and how transitioning from a startup to scale up impacts your personas.I hope you enjoy this episode!Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Andrus Purde the Founder of Outfunnel. Outfunnel is a sales-centric marketing automation tool that tightly integrates with modern CRM’s like Pipedrive. You can automate email marketing campaigns, track email and website behavior from click to conversion and get useful insights for your business.We chatted about the customer development process that took Andrus from idea to Outfunnel and how he created structured data from the in-person interviews.We also discussed the role of user acquisition on churn and how you can’t do acquisition well without understanding the impacts on LTV.Andrus also shared the attribution model used at Pipedrive that unlocked insights on their best-performing channels and campaigns by customer lifetime value.I hope you enjoy this episode!Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

In today's episode of churn.fm, we have Patrick Campbell the Founder of Profitwell. ProfitWell provides free subscription metrics software to help you identify opportunities and then tools to help you reduce churn, optimize pricing, and grow your subscription business end-to-end.We chatted about how Profitwell added a services layer on top of their software business that decreased churn and increased their customer lifetime value from $6,000 - $150,000.We also discussed what companies get wrong when tackling churn, the steps required to nail your pricing strategy, the importance of value-based pricing and what your value metric should look like. Patrick also shared what he would do to tackle churn when given the task starting at a new company.This episode was priceless, I hope you enjoy it!Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on churn.fm we have Mike Fiorillo the Founder of Optimology and previously a Growth Product Manager and Head of Optimization at Invision. Invision is a digital product design platform powering the world’s best user experiences.We chatted about Mike’s experience at Invision and his journey transitioning from conversion rate optimisation to product growth when they realised they were hitting diminishing returns on the CRO experiments being run. We discussed how they calculated the sample size required for tests and the statistical significance, how they prioritised experiments to run, and their process of building context for these experiments through quantitative and qualitative research.We also discussed how testing mitigates opinions and how Invision accidentally increased retention by focusing on virality.I hope you enjoy this episode!Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

In today's episode of churn.fm, we have Julie Hogan, VP of the Customer team at Drift - a conversational marketing platform.We chatted about Julie’s early days at both HubSpot and Drift and the challenges that come with building category-defining businesses. The impact that the stage of your business has on churn and retention, and the importance of focusing on your early adopters to convert them into lifelong customer evangelists.We also discussed the 3 sins of customer success, how drawing inspiration from businesses outside your industry can improve your processes, and the importance of focusing on leading indicators as opposed to the final score.Surprise, surprise this was a great conversation, enjoy the episode!Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

In today’s episode, I chatted to Steli Efti, the CEO & Co-founder of Close. A cloud-based CRM software optimized to help salespeople close more deals.We talked about how Close aligns their sales, success, and company around long term retention. We also touched on how to build a predictable, repeatable, and scalable sales process, how to define your ideal customer persona, the biggest mistake sales teams make, and why building up your sales teams confidence will reduce churn by aligning their pitch with the value your company delivers.I hope you enjoy the show!Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

In today’s episode, I chatted to Shaun Clowes, the Chief Product Officer at Metromile and previous Head of Growth at Atlassian.We talked about how Atlassian measured success in the early days and their relentless focus on delivering value. We also touched on why enterprise users are more similar to their SMB counterparts than you think, Atlassian’s land and grab strategy that fueled their expansion revenue and the differences in tackling churn between B2B and B2C companies.This was one of my favorite interviews to date, I hope you enjoy the show.Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

On the show today we welcome Pulkit Agrawal, Co-founder & CEO at Chameleon, a platform that helps companies build user onboarding without writing a line code.  Tune in as we discuss why you should care about your user onboarding experience, its relationship to churn and retention, and user onboarding tests you can run in your business.Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

In this episode, I share the mic with Nir Eyal, author of the best-selling book Hooked: How to Build Habit-Forming Products. Listen in as Nir explains the Hook Model, the role of frequency and why frequency is the number one reason your product is not going to become a habit, the ethical way to build habit-forming products, and his new book Indistractable. Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.