Customer Success & Expansion Strategy

CODITECT Bioscience QMS Platform

Document Version: 1.0.0 Date: February 15, 2026 Author: Claude (Opus 4.6) Classification: Internal - Confidential

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Executive Summary

Customer Success (CS) is the primary growth engine for CODITECT Bioscience QMS, targeting 130% Net Revenue Retention (NRR) by Year 3 through systematic onboarding, health monitoring, expansion playbooks, and proactive churn prevention. In enterprise SaaS with $96K-$500K+ ACVs and 18-24 month sales cycles, customer expansion generates 60-70% of ARR growth at maturity—making CS execution critical to achieving our $21.5M SOM target by Year 5.

This strategy delivers:

• Predictable Revenue Growth: NRR targets of 110% (Y1), 120% (Y2), 130% (Y3) drive compounding expansion
• Capital Efficiency: $1 CS investment yields $4-6 expansion revenue (vs. $1 new logo → $1.5-2)
• Competitive Moat: Deep product adoption and workflow integration create 85%+ retention
• Investor Confidence: Best-in-class NRR signals strong product-market fit and efficient growth

Key Metrics (Year 3 Steady State):

Metric	Target	Industry Benchmark
Gross Revenue Retention	92%	85-90% (enterprise SaaS)
Net Revenue Retention	130%	110-120% (best-in-class)
Time to First Value	45 days	60-90 days (QMS)
Customer Health Score	85+ (green)	75+ (healthy)
NPS Score	55+	40-50 (enterprise software)
Expansion Rate	35% of base ARR	25-30% (mature SaaS)
Logo Churn	<8% annually	10-15% (mid-market)

Financial Impact (5-Year Projection):

Year	New ARR	Expansion ARR	Churn	Net New ARR	Ending ARR	NRR
Y1	$960K	$96K	-$48K	$1.01M	$1.01M	110%
Y2	$1.92M	$240K	-$101K	$2.06M	$3.07M	120%
Y3	$3.84M	$615K	-$246K	$4.21M	$7.28M	130%
Y4	$6.72M	$1.31M	-$582K	$7.45M	$14.7M	128%
Y5	$10.1M	$2.65M	-$1.18M	$11.6M	$26.3M	125%

CS-Driven Expansion contributes $4.91M cumulative ARR by Year 5 (19% of total $26.3M).

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1. Customer Lifecycle Framework

The CODITECT CS lifecycle spans five distinct phases from contract signature to renewal, each with defined ownership, activities, success metrics, and health score contribution. This structured approach ensures no customer falls through the cracks and creates predictable expansion opportunities.

1.1 Lifecycle Phase Overview

1.2 Detailed Phase Definition

Phase	Duration	Primary Owner	Key Objectives	Success Metrics	Health Score Weight
Onboarding	Days 0-90	Implementation Engineer + CSM	Technical deployment, user training, first workflow live	Time to first value ≤45 days 80% user activation ≥1 workflow in production	30%
Adoption	Days 90-180	Customer Success Manager	Feature utilization depth, compliance workflow coverage, change management	60% feature adoption 3+ workflows active Weekly active users 70%+	25%
Value Realization	Months 6-12	Customer Success Manager	Business outcome achievement, efficiency gains, compliance improvements	Audit cycle time -40% CAPA closure rate +50% Customer ROI case study	20%
Expansion	Months 12+	Account Executive + CSM	Seat growth, tier upgrade, module addition, multi-site deployment	25% seat expansion Tier upgrade opportunity identified Cross-sell pipeline $100K+	15%
Renewal	60 days pre-term	Customer Success Manager + AE	Contract renewal, multi-year commitment, price escalation	Renewal commitment 90 days out Multi-year agreement 60% Price increase acceptance 80%	10%

Phase Transition Criteria:

• Onboarding → Adoption: ≥1 production workflow, 75%+ users trained, executive sponsor engaged
• Adoption → Value Realization: 50%+ feature adoption, 3+ active workflows, health score 75+
• Value Realization → Expansion: Documented ROI, NPS 50+, expansion opportunity qualified
• Expansion → Renewal: Expansion executed OR renewal timeline triggered (T-60 days)
• Renewal → Expansion: Multi-year contract signed, continue growth cycle

1.3 Lifecycle Handoffs & Ownership

Handoff Protocol (prevents drop-offs):

Transition	From	To	Handoff Deliverable	Acceptance Criteria
Sales → Onboarding	Account Executive	Implementation Engineer	Customer Success Plan Technical requirements doc Kickoff meeting scheduled	CSP approved by customer Technical checklist 100% Kickoff within 5 business days
Onboarding → Adoption	Implementation Engineer	CSM	Go-live certification Training completion report Initial health score	Production workflow live 75%+ users certified Health score ≥70
Adoption → Value Realization	CSM (onboarding focus)	CSM (growth focus)	Adoption milestone report Expansion opportunity brief Executive business review	50%+ feature adoption Expansion opp ≥$50K EBR completed
Value Realization → Expansion	CSM	CSM + AE (co-own)	ROI case study Expansion proposal Multi-year renewal strategy	Documented 3:1 ROI Expansion qualified Renewal risk <10%

Ownership Clarity:

• 0-90 days: Implementation Engineer (80% effort) + CSM (20% relationship)
• 90-180 days: CSM (100% ownership, onboarding-focused)
• 6-12 months: CSM (80% growth-focused) + AE (20% expansion pipeline)
• 12+ months: CSM (60%) + AE (40% expansion execution)
• T-60 renewal: CSM (50%) + AE (50% negotiation)

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2. Onboarding Playbook: 90-Day Success Framework

Objective: Deliver first production workflow and measurable compliance value within 45 days (industry standard: 60-90 days). Fast time-to-value drives retention, NPS, and expansion readiness.

2.1 Onboarding Success Metrics

Metric	Target	Measurement	Impact on Health Score
Time to First Value	≤45 days	Days from contract to first workflow live	10% weight
User Activation Rate	80%+	% of licensed users who log in 3+ times in first 30 days	8% weight
Training Completion	90%+	% of users who complete role-based certification	5% weight
Go-Live Checklist	100%	Technical setup, integration, data migration complete	7% weight
Executive Engagement	Weekly touch	Sponsor meeting cadence in first 60 days	Pass/fail (disqualifies if absent)

2.2 Pre-Onboarding (Day -14 to Day 0)

Goal: Set expectations, gather requirements, schedule resources.

Activity	Owner	Deliverable	Timeline
Kickoff Scheduling	CSM	Kickoff meeting invitation (exec sponsor, project team, CODITECT implementation team)	Within 48 hours of contract signature
Technical Discovery	Implementation Engineer	Technical requirements questionnaire (SSO, integrations, data migration scope)	Day -14
Customer Success Plan (CSP)	CSM + AE	90-day success roadmap, value milestones, stakeholder RACI	Day -7
Account Provisioning	DevOps	Tenant creation, admin accounts, SSO configuration	Day -3
Pre-Kickoff Enablement	CSM	Customer: QMS overview deck, use case library, implementation checklist	Day -2

Deliverable: Customer Success Plan (CSP) Template

# Customer Success Plan: [Customer Name]

## Executive Summary
- **Customer Profile**: [Industry, size, use case]
- **Strategic Objectives**: [Why they bought, business outcomes]
- **Success Criteria**: [Measurable goals, 90-day milestones]

## Stakeholder Map
| Name | Role | RACI | Engagement Cadence |
|------|------|------|-------------------|
| [Name] | Executive Sponsor | A | Weekly (first 60 days) |
| [Name] | Project Lead | R | Daily (first 30 days) |
| [Name] | QA Manager | C | Weekly |
| [Name] | IT/Security | I | As needed |

## 90-Day Roadmap
- **Days 0-30**: Technical setup, pilot workflow selection, user training
- **Days 31-60**: Pilot deployment (CAPA workflow), validation, feedback loop
- **Days 61-90**: Production rollout, optimization, success review

## Value Milestones
1. First workflow live (Day 45 target)
2. First audit passed using CODITECT (Month 6)
3. 50% reduction in CAPA cycle time (Month 9)
4. ROI case study completed (Month 12)

## Risk Assessment
- **Technical**: [Integration complexity, data migration]
- **Organizational**: [Change management, user adoption]
- **Resource**: [Customer availability, IT support]

2.3 Phase 1: Technical Setup (Days 1-21)

Goal: Complete infrastructure, integrations, and data migration.

Week	Activity	Owner	Deliverable	Success Criteria
Week 1	Kickoff Meeting - CSP review - Team introductions - Technical architecture review - Timeline confirmation	CSM + IE	Kickoff deck Action item tracker Weekly standup schedule	Exec sponsor attends All stakeholders confirmed No blockers identified
	SSO Configuration - SAML/OIDC setup - User directory sync (Azure AD, Okta) - Role-based access control (RBAC)	IE	SSO test report User provisioning script	100% users can log in RBAC mappings validated
	Integration Planning - ERP/LIMS/eQMS connections - API authentication - Data flow mapping	IE	Integration architecture diagram API configuration doc	All integrations scoped Access credentials obtained
Week 2	Data Migration - Legacy QMS export - Data mapping (CAPA, deviations, audits) - Validation testing	IE + Customer IT	Data migration plan Test data loaded Validation report	95%+ data accuracy No critical field loss
	Workflow Configuration - Pilot workflow selection (typically CAPA) - State machine customization - Approval routing setup	IE + QA Lead	Workflow configuration doc Approval matrix	Workflow matches current process All approvers mapped
	Training Environment Setup - Sandbox tenant - Test data seeding - User account creation	IE	Training environment URL User credential sheet	100% users can access sandbox Realistic test scenarios
Week 3	Integration Testing - End-to-end data flow validation - Error handling testing - Performance benchmarking	IE + Customer IT	Integration test report Performance baseline	All integrations passing Latency <2s per sync
	Compliance Validation - 21 CFR Part 11 audit trail review - Electronic signature configuration - Data integrity testing	IE + QA Lead	Compliance validation report Audit log samples	Audit trail complete E-signature functional GxP requirements met
	Go-Live Readiness Review - Technical checklist 100% - User training scheduled - Pilot workflow date confirmed	CSM + IE	Go-live readiness scorecard	All technical blockers resolved Training scheduled within 7 days

Technical Setup Exit Criteria:

• ✅ SSO functional (100% user authentication success)
• ✅ All planned integrations operational (zero critical errors)
• ✅ Data migration validated (95%+ accuracy, audit trail intact)
• ✅ Pilot workflow configured and tested
• ✅ Training environment accessible to all users
• ✅ Compliance requirements validated (Part 11, GDPR, ISO 13485)

2.4 Phase 2: User Training & Change Management (Days 8-30)

Goal: Certify 90%+ of users on core workflows, build champions.

Week	Activity	Owner	Deliverable	Success Criteria
Week 2-3	Role-Based Training (Live Sessions) - QA Managers: CAPA management, deviation handling - QA Specialists: Investigation, root cause analysis - Approvers: Review workflows, e-signature - Auditors: Report generation, compliance evidence	CSM + Training Specialist	Training recordings Certification quiz (80% pass rate) Reference guides	90%+ attendance 85%+ quiz pass rate Champions identified
	Hands-On Workshops - Pilot workflow walkthrough (CAPA) - Real data entry exercises - Approval routing practice - Report generation training	Training Specialist	Workshop completion certificates Practice scenario results	All roles complete hands-on Zero workflow confusion
	Champion Enablement - Identify 2-3 power users per role - Advanced feature training - Admin panel access - Change management toolkit	CSM	Champion roster Admin training guide Change mgmt playbook	Champions actively engaged Internal support network established
Week 4	Self-Service Enablement - Knowledge base access - Video tutorial library - Office hours schedule - Slack/Teams support channel	CSM	Help center credentials Office hours calendar Support channel invite	80%+ users access help center Office hours scheduled weekly
	Change Management - Legacy process sunset plan - Dual-run period definition (if needed) - Stakeholder communication (exec update)	CSM + Customer PM	Change management timeline Stakeholder comm plan Legacy cutover date	Exec sponsor approves plan No resistance from key users

Training Completion Metrics:

Role	Training Hours	Certification Quiz	Hands-On Scenarios	Pass Criteria
QA Manager	8 hours	20 questions	5 scenarios (CAPA, deviation, change control, audit, training)	80% quiz + all scenarios
QA Specialist	6 hours	15 questions	3 scenarios (CAPA investigation, deviation, document control)	80% quiz + all scenarios
Approver	3 hours	10 questions	2 scenarios (review workflow, e-signature)	80% quiz + all scenarios
Auditor/Read-Only	2 hours	10 questions	1 scenario (report generation)	80% quiz + scenario

Champion Program:

• Selection Criteria: Influential within team, strong QMS knowledge, tech-savvy, positive attitude
• Training: 4-hour advanced session (admin panel, troubleshooting, workflow customization)
• Responsibilities: First-line support, feedback collection, feature advocacy
• Recognition: Certificate, LinkedIn badge, quarterly champion call with CODITECT product team

2.5 Phase 3: Pilot Deployment (Days 22-45)

Goal: First workflow live in production with limited scope (typically CAPA).

Week	Activity	Owner	Deliverable	Success Criteria
Week 4	Pilot Scope Definition - Select 1-2 workflows (CAPA most common) - Define pilot user group (10-20 users) - Set success metrics (cycle time, completion rate)	CSM + QA Lead	Pilot scope document User group roster Success metrics baseline	Scope approved by exec sponsor Pilot users trained and ready
	Production Cutover - Migrate pilot workflow configuration to prod - Enable pilot user access - Disable legacy system for pilot scope (if full cutover)	IE + Customer IT	Production deployment checklist User access confirmation	Production workflow live Zero deployment issues Pilot users can log in
Week 5-6	Pilot Execution & Support - Daily check-ins with pilot users (Week 5) - Real-time issue resolution (< 4 hour SLA) - Workflow optimization based on feedback - Usage analytics monitoring	CSM + Support	Daily standup notes Issue log (resolution time) Usage dashboard	90%+ pilot user engagement All critical issues resolved <24h Workflow completion rate 85%+
	Feedback Collection - End-of-week pilot user surveys - Champion feedback sessions - Executive sponsor update (progress, wins, issues)	CSM	Pilot feedback report Executive update deck	NPS from pilot users ≥50 No major workflow blockers Exec sponsor satisfied
Week 6-7	Pilot Success Review - Compare metrics to baseline (cycle time, quality) - Document quick wins (faster approvals, audit trail clarity) - Identify optimization opportunities - Go/no-go decision for full rollout	CSM + QA Lead	Pilot success report Go-live recommendation	Measurable improvement vs. baseline User satisfaction ≥80% Go-live approved

Pilot Success Metrics (CAPA Workflow Example):

Metric	Baseline (Legacy)	Pilot Target	Actual (Week 6)	Status
Average Cycle Time	45 days	35 days (-22%)	32 days (-29%)	✅ Exceeds target
Approval Bottleneck Time	12 days	6 days (-50%)	5 days (-58%)	✅ Exceeds target
Closure Rate (on-time)	60%	75%	78%	✅ Exceeds target
User Satisfaction	N/A (legacy)	7/10	8.2/10	✅ Exceeds target
Audit Trail Completeness	Manual (error-prone)	100% automated	100%	✅ Meets target

First Value Milestone: Day 45 (or earlier) — First CAPA closed in CODITECT with documented time savings.

2.6 Phase 4: Production Rollout (Days 46-60)

Goal: Expand from pilot to full production across all planned workflows.

Week	Activity	Owner	Deliverable	Success Criteria
Week 7	Rollout Planning - Prioritize remaining workflows (deviation, change control, document control, audit, training) - Phase rollout (1-2 workflows per week) - Resource allocation (user training, data migration)	CSM + Customer PM	Rollout roadmap Workflow priority matrix Training schedule	Rollout plan approved No resource conflicts
	Workflow 2 Deployment (e.g., Deviations) - Configuration migration to prod - User group enablement - Parallel testing (if needed)	IE + QA Lead	Deployment checklist User training completion	Workflow live in prod User adoption ≥70% Week 1
Week 8	Workflow 3 Deployment (e.g., Change Control) - Configuration migration - Integration testing (if workflow links to others) - User enablement	IE + QA Lead	Deployment checklist Integration validation	Workflow live Cross-workflow dependencies functional
	Legacy System Sunset - Disable legacy QMS write access (read-only archive) - Final data migration (if incremental approach) - Archive legacy audit trails (compliance retention)	Customer IT + IE	Legacy system sunset report Archive retention policy	100% users on CODITECT Legacy data archived (7-10 year retention)
Week 9	Workflow 4-5 Deployment (Document Control, Audit Management) - Remaining workflows to production - Full system integration testing - User adoption monitoring	IE + QA Lead	Final deployment report Integration test results	All planned workflows live Zero critical defects
	Compliance Validation - End-to-end audit trail review - Electronic signature testing (all workflows) - GxP compliance checklist (21 CFR Part 11, EU Annex 11)	QA Lead + Compliance SME	Compliance validation report Audit-ready documentation	100% audit trail completeness Part 11 compliance validated

Production Rollout Exit Criteria:

• ✅ All planned workflows operational (typically 5-7 workflows)
• ✅ 85%+ weekly active users (out of total licensed)
• ✅ Legacy system decommissioned or in read-only archive mode
• ✅ Zero critical defects open
• ✅ Compliance validation complete (audit-ready)

2.7 Phase 5: Optimization & Success Review (Days 61-90)

Goal: Refine workflows, capture ROI, prepare for adoption phase.

Week	Activity	Owner	Deliverable	Success Criteria
Week 10-11	Workflow Optimization - Analyze usage analytics (bottlenecks, drop-offs) - Refine approval routing (reduce steps if possible) - Automate manual tasks (AI-assisted root cause, compliance checks) - Feature adoption push (underutilized modules)	CSM + Customer QA Lead	Optimization report Configuration updates Feature adoption plan	Cycle time improvement ≥10% Feature adoption +15%
	Advanced Training - Power user sessions (reporting, dashboards, automation) - Admin training (workflow editor, user management) - AI feature enablement (predictive CAPA, compliance assistant)	CSM + Training Specialist	Advanced training recordings Admin certification	50% users attend advanced training Admins certified
Week 12-13	ROI Documentation - Quantify time savings (hours saved per workflow) - Compliance improvements (audit pass rate, finding closure time) - Cost avoidance (faster audits, reduced non-conformances) - Build ROI case study	CSM + Customer Exec	ROI calculation worksheet Case study draft (for approval)	3:1 ROI documented Case study approved for publication
	90-Day Success Review (Executive Business Review) - Present onboarding achievements - Review health score (target: 80+) - Identify expansion opportunities (seats, modules, tier upgrade) - Set 6-month goals	CSM + AE	EBR presentation Success scorecard 6-month roadmap	Exec sponsor satisfaction ≥9/10 Expansion opp identified ≥$50K Health score ≥80
	Transition to Adoption Phase - Handoff to growth-focused CSM (if different) - Update Customer Success Plan (next 90 days) - Schedule quarterly business reviews (QBR)	CSM	Adoption phase kickoff Updated CSP QBR calendar	Smooth handoff QBR scheduled (Month 6, 9, 12)

Onboarding Success Scorecard (Day 90 Review):

Category	Metric	Target	Actual	Score
Deployment Speed	Time to first workflow live	≤45 days	[Actual]	[Pass/Fail]
User Adoption	Weekly active users (% of licensed)	80%+	[Actual]	[%]
Training	Certification completion rate	90%+	[Actual]	[%]
Workflow Coverage	# of workflows in production	5+	[Actual]	[#]
Business Value	Measurable efficiency gain (e.g., CAPA cycle time reduction)	20%+	[Actual]	[%]
Compliance	Audit-ready validation complete	100%	[Actual]	[Pass/Fail]
Satisfaction	Executive sponsor NPS	≥50	[Actual]	[Score]
Health Score	Composite health score	≥80	[Actual]	[Score]

Onboarding Phase Complete: Customer transitions to Adoption Phase with a health score ≥70 and at least one expansion opportunity identified.

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3. Customer Health Score Model

Purpose: Predictive early warning system for churn risk and expansion readiness. Health score combines product usage, engagement, business outcomes, and sentiment into a single actionable metric (0-100).

3.1 Health Score Calculation

Composite Score Formula:

Health Score = (Product Usage × 35%) + (User Engagement × 25%) + (Business Outcomes × 20%) + (Support Quality × 10%) + (Relationship Strength × 10%)

Component	Weight	Green (85-100)	Yellow (70-84)	Red (<70)	Data Source
1. Product Usage	35%	70%+ weekly active users 60%+ feature adoption 4+ workflows active	50-69% WAU 40-59% features 2-3 workflows	<50% WAU <40% features 0-1 workflows	Platform analytics
2. User Engagement	25%	10+ logins/user/month 5+ actions/session Champions active weekly	5-9 logins/user/month 3-4 actions/session Champions active biweekly	<5 logins/user/month <3 actions/session Champions inactive	Platform analytics
3. Business Outcomes	20%	ROI ≥3:1 documented Audit passed with CODITECT KPI improvement ≥30%	ROI 2-3:1 Audit pending KPI improvement 10-29%	ROI <2:1 or unknown No audit evidence KPI flat or declining	Customer-reported + CSM validation
4. Support Quality	10%	<1 ticket/month CSAT ≥4.5/5 No critical escalations	1-3 tickets/month CSAT 3.5-4.4/5 1 escalation (resolved)	4+ tickets/month CSAT <3.5/5 Unresolved escalations	Zendesk/Support system
5. Relationship Strength	10%	Exec sponsor engaged monthly Champion active weekly QBR attendance 100% NPS ≥50	Exec sponsor quarterly Champion active monthly QBR attendance 75% NPS 30-49	Exec sponsor unresponsive No active champion QBR <50% attendance NPS <30	CRM (Salesforce) + surveys

Scoring Method (Example: Product Usage Component):

# Product Usage Score (max 35 points)
def calculate_product_usage_score(wau_pct, feature_adoption_pct, active_workflows):
    """
    WAU: Weekly Active Users as % of licensed seats
    Feature Adoption: % of available features used at least once per month
    Active Workflows: # of workflows with ≥10 transactions per month
    """
    wau_score = min(wau_pct / 70 * 15, 15)  # Max 15 points at 70%+ WAU
    feature_score = min(feature_adoption_pct / 60 * 12, 12)  # Max 12 points at 60%+ adoption
    workflow_score = min(active_workflows / 4 * 8, 8)  # Max 8 points at 4+ workflows

    return wau_score + feature_score + workflow_score  # Max 35 points

3.2 Detailed Signal Definitions

Signal 1: Weekly Active Users (WAU)

Threshold	WAU %	Health Impact	Interpretation
Green	70-100%	+15 points	Strong adoption, all users engaged
Yellow	50-69%	+8-14 points	Moderate adoption, some users dormant
Red	<50%	0-7 points	Poor adoption, churn risk

Action Triggers:

• <50% WAU: Immediate CSM intervention (user re-engagement campaign, training refresh)
• Declining trend (e.g., 80% → 60% over 60 days): Executive sponsor outreach, adoption deep-dive

Signal 2: Feature Adoption Depth

Feature Categories (18 total modules):

Category	Features	Adoption Metric
Core QMS (must-have)	CAPA, Deviations, Change Control, Document Control, Audit Management	% used ≥1x/month
Advanced Compliance	Training Management, Supplier Management, Risk Management, Complaints	% used ≥1x/quarter
AI-Powered	Predictive CAPA, Compliance Assistant, Automated Root Cause, Smart Routing	% enabled + used
Analytics	Dashboards, Custom Reports, Trend Analysis, KPI Tracking	% users accessing ≥1x/week

Adoption Scoring:

• 60%+ features used = Green (full platform value realization)
• 40-59% = Yellow (core workflows adopted, missing advanced value)
• <40% = Red (limited adoption, at-risk for churn or downgrade)

Signal 3: Login Frequency & Session Depth

Metric	Green	Yellow	Red
Logins per User per Month	10+ (2-3x/week)	5-9 (1x/week)	<5 (sporadic)
Actions per Session	5+ (deep engagement)	3-4 (moderate)	<3 (passive browsing)
Session Duration	8+ minutes	4-7 minutes	<4 minutes

Action Triggers:

• <5 logins/user/month: User re-engagement (email campaign, champion outreach, training refresh)
• <3 actions/session: Workflow friction analysis (too complex? missing integrations?)

Signal 4: Support Ticket Volume & Satisfaction

Metric	Green	Yellow	Red
Tickets per Month	<1 (self-sufficient)	1-3 (normal support)	4+ (struggling)
CSAT Score	4.5-5.0/5	3.5-4.4/5	<3.5/5
Critical Escalations	0	1 (resolved <7 days)	2+ or unresolved
Avg Resolution Time	<24 hours	24-48 hours	>48 hours

Action Triggers:

• 4+ tickets/month: CSM deep-dive (product gap? training gap? workflow issue?)
• CSAT <3.5: Immediate follow-up call, escalation to VP CS
• Critical escalation >7 days: Executive engagement, remediation plan

Signal 5: Executive Sponsor & Champion Engagement

Stakeholder	Green	Yellow	Red
Executive Sponsor	Monthly touchpoint Responds <48h Advocates internally	Quarterly touchpoint Responds <1 week Neutral	Unresponsive No meetings >90 days Skeptical
Champion(s)	Weekly activity Drives adoption Feedback loop active	Biweekly activity Moderate influence Occasional feedback	Inactive >30 days No influence Silent
QBR Attendance	100% (all scheduled)	75% (3 of 4 annual)	<50% or cancellations

Action Triggers:

• Exec sponsor unresponsive >60 days: Executive alignment call (VP CS or CEO)
• Champion inactive >30 days: Identify new champion, re-engage via value demonstration
• QBR attendance <75%: Re-evaluate engagement strategy, consider account at-risk

Signal 6: NPS Score

NPS Band	Score	Health Impact	Interpretation
Promoters	9-10	+10 points	Expansion-ready, reference potential
Passives	7-8	+5 points	Satisfied but vulnerable to competition
Detractors	0-6	0 points	Churn risk, immediate intervention

NPS Survey Cadence:

• Onboarding NPS: Day 90 (post-go-live)
• Ongoing NPS: Quarterly (post-QBR)
• Transactional NPS: Post-support ticket resolution, post-major feature release

3.3 Health Score Monitoring & Actions

Health Score Bands:

Band	Score	Status	CSM Action	Executive Action
Green	85-100	Healthy, expansion-ready	Monthly check-in Expansion opportunity qualification Reference/case study request	Quarterly exec update Multi-year renewal discussion
Yellow	70-84	At-risk, intervention needed	Biweekly check-in Adoption deep-dive Training refresh or workflow optimization	Exec sponsor alignment call (if declining trend)
Red	<70	Critical, high churn risk	Weekly check-in Executive escalation (VP CS) Remediation plan (30-60-90 day)	Emergency Business Review (within 14 days) Exec-to-exec outreach

Automated Alerts (triggered in Salesforce + Slack):

Trigger	Alert Recipient	SLA	Action Required
Health score drops below 70	CSM + VP CS	24 hours	Schedule intervention call, create remediation plan
Health score declines 15+ points in 30 days	CSM + Regional Director	48 hours	Root cause analysis, stakeholder outreach
WAU drops below 50%	CSM	24 hours	User re-engagement campaign
No exec sponsor engagement >90 days	CSM + AE	1 week	Executive alignment outreach
NPS <30 (detractor)	CSM + VP CS + CEO (if enterprise)	24 hours	Detractor rescue protocol (see Section 5.2)

Health Score Dashboard (Salesforce/Gainsight):

┌─────────────────────────────────────────────────────────────┐
│ Customer: [Acme Biotech]                 Health: 78 (Yellow) │
├─────────────────────────────────────────────────────────────┤
│ Product Usage:        28/35  (80%)                           │
│ User Engagement:      18/25  (72%)  ⚠️ Declining             │
│ Business Outcomes:    16/20  (80%)                           │
│ Support Quality:       8/10  (80%)                           │
│ Relationship:          8/10  (80%)                           │
├─────────────────────────────────────────────────────────────┤
│ Trends (90 days):     ↓ -12 pts (was 90, now 78)            │
│ Last QBR:             45 days ago                            │
│ Exec Sponsor:         Last contact 62 days ago ⚠️            │
│ Expansion Pipeline:   \$120K (tier upgrade identified)        │
├─────────────────────────────────────────────────────────────┤
│ Action Items:                                                │
│ 1. [HIGH] Re-engage exec sponsor (aging >60 days)           │
│ 2. [MED] User adoption campaign (WAU dropped 85%→72%)        │
│ 3. [MED] Schedule QBR within 14 days                        │
└─────────────────────────────────────────────────────────────┘

Weekly Health Score Review Cadence (CS team standup):

• Portfolio review: All yellow/red accounts
• Trending accounts: Green accounts declining >10 points in 60 days
• Expansion-ready: Green accounts with NPS ≥50 and ≥6 months tenure
• At-risk deep-dive: Red accounts (root cause, remediation status, exec escalation)

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4. Expansion Playbook: Revenue Growth Within Existing Accounts

Objective: Drive 130% NRR by Year 3 through systematic seat expansion, tier upgrades, module additions, and multi-site deployment. Expansion revenue is 4-6x more capital efficient than new logo acquisition (CAC for expansion: $15K vs. new logo: $65K).

4.1 Expansion Revenue Streams

Expansion Type	Revenue Potential	Close Rate	Sales Cycle	CAC	Example
Seat Expansion	+10-30% ARR	75%	30-45 days	$5K	50 → 75 seats (+50% = +$24K ARR on Professional tier)
Tier Upgrade	+50-100% ARR	60%	60-90 days	$20K	Professional ($96K) → Enterprise ($192K) = +$96K ARR
Module Addition	+20-40% ARR	65%	45-60 days	$10K	Add Supplier Management module (+$25K ARR)
Multi-Site Expansion	+100-200% ARR	50%	90-120 days	$30K	Single site → 3 sites (3x ARR)
Usage-Based Overage	+5-15% ARR	100% (automatic)	0 days	$0	API calls, storage, advanced AI features

Annual Expansion Targets (per customer cohort):

Cohort	Year 1 Expansion	Year 2 Expansion	Year 3 Expansion	Cumulative
Year 1 Customers	10% (seat growth)	30% (tier upgrade)	20% (multi-site)	60% total
Year 2 Customers	15% (seat + module)	25% (tier upgrade)	N/A	40% total
Year 3 Customers	20% (aggressive expansion)	N/A	N/A	20% total

NRR Contribution Model (Year 3 steady state):

Starting ARR:        $100K (baseline)
Seat Expansion:      +$15K (15% of base, 40% of customers)
Tier Upgrades:       +$20K (20% of base, 25% of customers)
Module Additions:    +$10K (10% of base, 30% of customers)
Multi-Site:          +$15K (15% of base, 15% of customers)
Usage Overage:       +$5K (5% of base, 60% of customers)
Churn:               -$8K (8% gross churn)
──────────────────────────────────────────
Ending ARR:          $157K
NRR:                 157% (exceptional, tapering to 130% portfolio-wide)

4.2 Seat Expansion Playbook

Trigger Signals:

Signal	Threshold	Data Source	Action
Seat Utilization	>85% of licensed seats active	Platform analytics	Proactive outreach: "You're at 90% capacity, let's add 10-20 seats"
Department Expansion	New QA hires detected (LinkedIn, customer mention)	CSM relationship intel	"Congrats on team growth! Let's scale your licenses"
Workflow Bottleneck	Approval queue delays due to limited approvers	Workflow analytics	"Adding 5 approver seats will eliminate this 3-day bottleneck"
Champion Request	User explicitly asks for more licenses	Support ticket or CSM call	Fast-track approval (24-48 hour turnaround)

Seat Expansion Process:

Seat Expansion Email Template:

Subject: [Company Name] - Recommended License Expansion (Value: \$XX,XXX)

Hi [Champion Name],

Great news! Your team's adoption of CODITECT has been outstanding—you're currently at **92% seat utilization** (46 of 50 seats active weekly). This is a strong signal that you're getting value, but it also means you're capacity-constrained.

**Why expand now:**
- **Bottleneck elimination**: Your approval workflows are delayed 2-3 days because approvers are at capacity. Adding 5 approver seats will eliminate this.
- **New hires**: I saw on LinkedIn that [Company] recently hired 3 new QA specialists. Let's get them onboarded seamlessly.
- **Cost efficiency**: Expanding now (vs. waiting for renewal) prorates to just \$XX,XXX for the remainder of your term.

**Proposal:**
- Add **10 seats** (50 → 60 total)
- **\$19,200 prorated** (remaining 8 months of contract)
- **Same-day provisioning** (no setup delays)
- **ROI**: Eliminating the 2-3 day approval bottleneck saves ~40 hours/month (\$6K+ in productivity)

Can we schedule 15 minutes this week to finalize? I'll have the paperwork ready to go.

Best,
[CSM Name]

Seat Expansion Pricing (Professional Tier Example):

Seats	Annual List Price	Per-Seat Cost	Expansion Pricing (Prorated)
50 (baseline)	$96,000	$1,920/seat	N/A (original contract)
+10 seats	+$19,200 (full year)	$1,920/seat	$12,800 (8 months remaining)
+20 seats	+$38,400 (full year)	$1,920/seat	$25,600 (8 months remaining)

Close Rate: 75% (high intent, low friction) Sales Cycle: 30-45 days (faster than new logo) CAC: $5K (CSM time + AE contract prep)

4.3 Tier Upgrade Playbook

Tier Comparison (value gap must be clear):

Feature	Starter ($48K)	Professional ($96K)	Enterprise ($192K)	Autonomous ($500K+)
Users	25	50	100+	Unlimited
Workflows	3 core (CAPA, Deviation, Audit)	7 (+ Change Control, Doc Control, Training, Complaints)	All 12	All + Custom
AI Features	Basic (compliance checks)	Advanced (predictive CAPA)	Full (root cause, smart routing)	Autonomous agents
Integrations	2 (ERP, LIMS)	5	Unlimited	Unlimited + custom
Support	Email (48h SLA)	Email + Chat (24h)	Phone + Slack (4h)	Dedicated CSM (1h)
Compliance	21 CFR Part 11	+ EU Annex 11, ISO 13485	+ MDSAP, IVDR	Full global

Upgrade Trigger Signals:

Signal	Threshold	Value Proposition	Timing
Feature Constraint	Customer requests feature in higher tier (e.g., "Can we get predictive CAPA?")	"Upgrading to Professional unlocks AI-powered root cause analysis, saving 10-15 hours per CAPA"	Immediate (demand-driven)
Seat Capacity	Approaching seat limit (80%+ utilization on Starter)	"You're at 22 of 25 seats. Professional gives you 50 seats + advanced features for 2x the price (better unit economics)"	60 days before renewal
Workflow Expansion	Using 3/3 workflows on Starter, requesting more	"You've maxed out Starter. Professional adds Change Control, Document Control, Training—full QMS coverage"	6-9 months into contract
Audit Requirement	Upcoming FDA/MDSAP audit requiring advanced compliance	"Enterprise tier adds audit-specific features (auto evidence collection, inspector-ready reports) critical for passing"	90-120 days before audit
M&A or Growth Phase	Company raises funding, expands team, or acquires another site	"Your team is growing fast. Enterprise tier scales with you (100+ users, multi-site, unlimited integrations)"	Aligned with funding announcement

Tier Upgrade Process:

Tier Upgrade ROI Calculator (Professional → Enterprise Example):

### Tier Upgrade Value Analysis: Professional → Enterprise

**Current State (Professional \$96K/year):**
- 50 seats (48 active, 96% utilization)
- 7 workflows active
- Manual root cause analysis: 12 hours/CAPA × 30 CAPAs/year = 360 hours
- Support SLA: 24 hours (acceptable but not ideal pre-audit)

**Proposed State (Enterprise \$192K/year):**
- 100 seats (room for 2x growth)
- All 12 workflows (add Risk Management, Supplier Management, Complaints, Document Control advanced)
- AI-powered root cause: 3 hours/CAPA × 30 CAPAs/year = 90 hours (saves 270 hours/year)
- Dedicated CSM + 4-hour support SLA (critical for Q3 FDA audit)

**Financial Impact:**
- Incremental cost: +\$96K/year
- Time savings: 270 hours/year × \$150/hour (QA specialist) = **\$40,500/year**
- Audit risk reduction: Faster evidence collection, auto compliance checks (estimated **\$200K avoided FDA warning letter risk**)
- Productivity gain: Advanced workflows reduce change control cycle time by 30% (**\$25K/year** in faster product releases)

**Total ROI: \$265K value / \$96K cost = 2.8:1 ROI**

**Recommendation:** Upgrade to Enterprise tier now (vs. waiting for renewal) to derisk Q3 FDA audit.

Close Rate: 60% (requires budget approval, longer sales cycle) Sales Cycle: 60-90 days (involves economic buyer, legal review) CAC: $20K (CSM + AE + SE time, trial costs)

4.4 Module Addition Playbook

Available Add-On Modules (Enterprise tier customers):

Module	Annual Price	Use Case	Attach Rate	Ideal Timing
Supplier Management	$25K	CDMO/CRO customers managing 10+ suppliers, FDA supplier audit requirements	40%	6-12 months (post supplier audit finding)
Risk Management (FMEA/HAZOP)	$30K	Medical device (ISO 14971), pharma risk assessments, design control	35%	Pre-design phase or regulatory filing
Advanced Analytics & BI	$20K	Executive dashboards, trend analysis, predictive compliance insights	50%	9-12 months (post-value realization)
Training Management	$15K	GMP training tracking, competency assessments, compliance training records	60%	3-6 months (post-onboarding)
Complaints & Vigilance	$25K	Medical device post-market surveillance, adverse event reporting (EU MDR, FDA MAUDE)	30%	Post-product launch or regulatory requirement

Module Addition Trigger Signals:

Signal	Module	Trigger Event	Action
FDA 483 Finding	Supplier Management	"Inadequate supplier qualification" cited	"Let's fix this before the re-inspection. Our Supplier Management module automates qualification, audits, and CAPA tracking"
Design Phase Start	Risk Management	Customer mentions FMEA, HAZOP, or design control project	"ISO 14971 requires formal risk management. Our module integrates FMEA directly into your design control workflows"
Executive Request for Dashboards	Advanced Analytics	CEO/VP QA asks for KPI visibility	"Our Analytics module gives you real-time compliance dashboards—no manual report generation"
GMP Audit Prep	Training Management	Upcoming FDA GMP audit requiring training records	"Auditors will ask for training records. Our Training Management module automates tracking and competency assessments"

Module Addition Email Template:

Subject: [Company Name] - Recommended Module: Supplier Management (\$25K ARR)

Hi [Champion Name],

I saw in your recent QBR that you're managing 15+ suppliers and recently received an FDA 483 observation about supplier qualification documentation. This is a perfect use case for our **Supplier Management module**.

**What it does:**
- **Automated supplier qualification**: Risk-based assessments, approval workflows, audit scheduling
- **CAPA integration**: Link supplier non-conformances directly to your existing CAPA workflows
- **Audit-ready evidence**: One-click supplier audit reports for FDA inspections

**ROI:**
- **Time savings**: Reduces supplier qualification time from 40 hours → 8 hours (saves \$4,800/supplier)
- **Audit risk**: Eliminates manual spreadsheet tracking (common 483 citation)
- **Cost**: \$25K/year (breaks even at 5 supplier qualifications, you do 15+)

**Next step:**
Let's schedule a 30-minute demo this week. I'll show you how it integrates with your existing CAPA workflows.

Best,
[CSM Name]

Close Rate: 65% (high if tied to regulatory requirement) Sales Cycle: 45-60 days CAC: $10K

4.5 Multi-Site Expansion Playbook

Trigger Events:

Event	Timing	Expansion Opportunity	Revenue Potential
M&A / Acquisition	Customer acquires another company with QMS needs	Expand CODITECT to acquired site (standardization play)	100-200% ARR (2-3x sites)
New Manufacturing Facility	Customer opens new production site (geographic expansion)	Deploy CODITECT at new site (centralized compliance)	100% ARR (2x sites)
CDMO Contract Manufacturing	Customer starts contract manufacturing for another company	Separate QMS instance for contract client (segregated data)	50-100% ARR
Regulatory Requirement	FDA mandates site-specific QMS (e.g., separate MDSAP filings)	Multi-site deployment with unified reporting	100-150% ARR

Multi-Site Pricing Model:

Sites	Pricing Model	Discount	Example (Enterprise Base: $192K)
1 site (baseline)	$192K	N/A	$192K
2 sites	$192K × 1.8	10% per-site discount	$345K (+80% ARR)
3 sites	$192K × 2.5	15% per-site discount	$480K (+150% ARR)
4+ sites	Custom (volume pricing)	20-25%	Negotiated

Multi-Site Sales Process:

Multi-Site Value Proposition:

### Multi-Site Deployment Value Proposition

**Challenge:**
Your company just acquired [Acquired Company], which operates its own QMS on [Legacy System]. You now have:
- **2 disparate QMS platforms** (CODITECT + [Legacy]) = duplicate maintenance costs, integration complexity
- **Inconsistent compliance processes** across sites = audit risk, regulatory burden
- **No unified reporting** = blind spots in cross-site quality trends

**Solution:**
Expand CODITECT to [Acquired Company Site 2], creating a **unified, enterprise-wide QMS**.

**Benefits:**
1. **Cost savings**: Eliminate [Legacy System] (\$120K/year) = pays for CODITECT expansion in Year 1
2. **Compliance standardization**: Single audit trail, consistent workflows, unified regulatory submissions
3. **Executive visibility**: Real-time cross-site dashboards (see CAPA trends, audit findings across all locations)
4. **Audit efficiency**: One QMS = one FDA inspection prep (vs. two separate systems)

**Pricing:**
- **Site 1 (current)**: \$192K/year (unchanged)
- **Site 2 (new)**: \$153K/year (20% multi-site discount)
- **Total**: \$345K/year (+80% ARR for CODITECT, but -\$120K legacy system = net +\$33K incremental spend)

**ROI:** 3.6:1 (cost savings + compliance risk reduction + productivity gains)

Close Rate: 50% (long sales cycle, C-suite involvement) Sales Cycle: 90-120 days CAC: $30K

4.6 Usage-Based Expansion (Automatic Revenue Growth)

Usage Metering (built into Autonomous tier, optional add-on for Enterprise):

Usage Category	Pricing Model	Overage Trigger	Revenue Potential
API Calls	$0.01 per call beyond 100K/month	Enterprise integrations (ERP, LIMS, MES) generating high API traffic	+5-10% ARR
Storage	$50 per GB beyond 1TB	Document-heavy workflows (scanned PDFs, training videos, audit evidence)	+3-5% ARR
Advanced AI	$500 per 1,000 AI-assisted root cause analyses	Heavy CAPA users leveraging AI for all investigations	+10-15% ARR
Custom Reports	$200 per custom report template	Customers requesting bespoke regulatory reports beyond standard library	+2-3% ARR

Automatic Expansion Example:

Customer: Acme Biotech (Enterprise tier, \$192K/year base)
Usage in Month 6:
- API calls: 150K (50K over 100K baseline) = \$500
- Storage: 1.2TB (0.2TB over 1TB baseline) = \$10
- AI root cause: 1,500 analyses (500 over 1,000 baseline) = \$250
- Custom reports: 2 templates = \$400

Monthly overage: \$1,160
Annual overage revenue: \$13,920 (+7.2% ARR, automatic)

Customer Communication (proactive, not surprise bills):

• Usage dashboard: Real-time visibility into consumption vs. limits
• Threshold alerts: Email when 80% of limit reached ("You're at 80K API calls this month. You may hit the 100K limit. Upgrade to unlimited for $X?")
• Upgrade offers: Proactive tier upgrade to avoid overages (e.g., "You're consistently over limits. Let's move you to Autonomous tier with unlimited usage")

---

5. Churn Prevention & At-Risk Account Management

Objective: Maintain <8% annual logo churn (industry benchmark: 10-15% mid-market) through early detection, proactive intervention, and executive engagement.

5.1 Early Warning Signals & Quantified Thresholds

Signal Category	Red Flag Indicator	Threshold	Detection Method	Action SLA
1. Product Usage Decline	WAU drops 20%+ in 60 days	Example: 80% → 60% WAU	Platform analytics (weekly report)	48 hours (CSM intervention)
2. Login Frequency Collapse	<50% users log in over 30 days	Example: 45% login rate	Platform analytics	24 hours (re-engagement campaign)
3. Feature Abandonment	Core workflow inactive 30+ days	Example: CAPA workflow zero transactions in 30 days	Workflow analytics	72 hours (CSM deep-dive call)
4. Executive Disengagement	Sponsor unresponsive 90+ days	No meeting, no email reply	CRM activity tracking	1 week (exec-to-exec outreach)
5. Champion Departure	Key advocate leaves company	LinkedIn job change detected	Manual monitoring + customer intel	48 hours (identify new champion)
6. Support Escalations	Critical ticket open >14 days	Unresolved blocker impacting production	Support system (Zendesk)	Immediate (VP CS escalation)
7. NPS Detractor	NPS score 0-6	Survey response <7	Quarterly NPS survey	24 hours (detractor rescue call)
8. Contract Non-Renewal Signal	Procurement asks for cancellation terms	Email or call mentioning "off-boarding" or "transition"	CSM/AE intel	Immediate (executive engagement)
9. Competitive Evaluation	Customer demos competitor QMS	Intel from champion or LinkedIn activity	Relationship intel	72 hours (competitive response)
10. Budget Cut / Layoffs	Company announces cost reduction or layoffs	Public news or customer disclosure	News monitoring + customer comms	1 week (cost-value justification)

Churn Risk Scoring Model:

def calculate_churn_risk_score(signals):
    """
    Returns churn risk score (0-100, higher = more at-risk)
    """
    risk_score = 0

    # Product usage signals (max 40 points)
    if signals['wau_decline_pct'] > 20:
        risk_score += 20
    if signals['login_rate'] < 50:
        risk_score += 15
    if signals['core_workflow_inactive_days'] > 30:
        risk_score += 5

    # Engagement signals (max 30 points)
    if signals['exec_unresponsive_days'] > 90:
        risk_score += 15
    if signals['champion_departed']:
        risk_score += 10
    if signals['nps'] < 7:
        risk_score += 5

    # Support/satisfaction signals (max 20 points)
    if signals['critical_ticket_open_days'] > 14:
        risk_score += 15
    if signals['support_csat'] < 3.5:
        risk_score += 5

    # External signals (max 10 points)
    if signals['competitive_eval_detected']:
        risk_score += 5
    if signals['budget_cut_announced']:
        risk_score += 5

    return min(risk_score, 100)  # Cap at 100

# Churn risk bands:
# 0-30: Low risk (green)
# 31-60: Medium risk (yellow, monitor closely)
# 61-100: High risk (red, immediate intervention)

5.2 Churn Prevention Playbooks

Playbook 1: Product Usage Decline (WAU Drop)

Trigger: WAU drops from 80% → 60% over 60 days Root Causes: Training gap, workflow friction, integration failure, change in process

Intervention Steps:

Step	Action	Owner	Timeline
1	Diagnostic Call with champion: "We noticed usage dropped—what changed?"	CSM	Within 48 hours
2	Usage Analysis Report: Identify which users/workflows went inactive	CSM	Same day
3	Root Cause Determination: Training gap? Workflow issue? Process change?	CSM + champion	End of diagnostic call
4	Remediation Plan: - Training gap → Schedule refresher training - Workflow friction → Workflow optimization session - Integration failure → Escalate to support - Process change → Reconfigure workflows	CSM + IE (if technical)	Within 1 week
5	30-Day Re-Engagement Sprint: Weekly check-ins, monitor WAU recovery	CSM	30 days
6	Success Metrics: WAU back to 75%+ within 60 days	CSM	60-day review

Example Email:

Subject: [Urgent] Usage Drop Detected - Let's Get Back on Track

Hi [Champion Name],

I noticed something concerning: your team's usage of CODITECT has dropped from 80% to 60% over the past two months. This typically signals a process change, training gap, or workflow friction.

**What I see:**
- 20 users who were active weekly are now inactive
- CAPA workflow usage down 40% (was 30/month, now 18/month)
- No support tickets filed (so you're not reporting issues—yet)

**Let's fix this fast:**
Can we schedule 30 minutes this week to diagnose? I'll bring a detailed usage report and we'll identify exactly what changed.

**Common causes (and fixes):**
- Training gap → We'll run a refresher session
- Workflow too complex → We'll simplify/automate steps
- Integration broke → We'll escalate to engineering (4-hour SLA)

This is fixable—let's get your team back to the value you were seeing in Month 3.

Talk soon,
[CSM Name]

Playbook 2: Executive Disengagement

Trigger: Exec sponsor unresponsive for 90+ days Risk: Loss of internal advocacy, budget cut at renewal

Intervention Steps:

Step	Action	Owner	Timeline
1	Champion Intel: Ask champion why exec is disengaged	CSM	Immediate
2	Exec-to-Exec Outreach: VP CS or CEO reaches out directly	VP CS / CEO	Within 1 week
3	Value Reinforcement: Share ROI case study, audit success, efficiency gains	CSM	Same outreach
4	Executive Business Review: Schedule EBR with exec sponsor (even if overdue)	CSM + AE	Within 2 weeks
5	Re-Engagement Campaign: Monthly exec updates (even if one-way)	CSM	Ongoing until re-engaged

Example Exec-to-Exec Email (from VP CS):

Subject: Quick Check-In on CODITECT Value

Hi [Exec Sponsor Name],

I'm [VP CS Name], leading customer success at CODITECT. I wanted to reach out personally because I haven't connected with you in a few months, and I want to make sure we're delivering the value you expected when you chose us.

**What your team has accomplished with CODITECT:**
- **40% faster CAPA closure** (45 days → 27 days average)
- **Zero audit findings** related to QMS in your recent ISO 13485 audit
- **\$120K productivity savings** (based on time savings across 50 users)

**I'd love 15 minutes to:**
1. Hear your perspective on how we're doing
2. Understand your QMS priorities for the next 6-12 months
3. Ensure our roadmap aligns with your needs

Are you available for a brief call next week?

Best regards,
[VP CS Name]

Playbook 3: NPS Detractor Rescue

Trigger: Customer gives NPS score 0-6 (detractor) Risk: Immediate churn risk, negative word-of-mouth

Intervention Steps (24-hour response SLA):

Step	Action	Owner	Timeline
1	Immediate Outreach: Call within 24 hours of detractor score	CSM or VP CS	<24 hours
2	Active Listening: "I saw your feedback. Tell me what's not working."	CSM	Same call
3	Issue Categorization: Product gap? Support issue? Unmet expectation? Competitor?	CSM	End of call
4	Remediation Plan: - Product gap → Roadmap acceleration or workaround - Support issue → Immediate escalation to engineering - Unmet expectation → Reset expectations, provide training - Competitor → Competitive response, differentiation	CSM + Product/Engineering	Within 72 hours
5	30-60-90 Day Recovery Plan: Weekly check-ins, track issue resolution	CSM	90 days
6	Follow-Up NPS: Re-survey after 90 days (target: convert to passive or promoter)	CSM	90-day mark

Detractor Response Email Template:

Subject: I Saw Your Feedback - Let's Fix This

Hi [Detractor Name],

Thank you for your honest feedback on the NPS survey (score: [X]). I take this seriously, and I want to understand exactly what's not working so we can fix it.

**I'd like to schedule 30 minutes this week to:**
1. Hear your specific concerns (no defensiveness, just listening)
2. Understand what "great" would look like for you
3. Build a plan to get there

**What I know so far:**
- [Any context from survey comments or recent interactions]

**My commitment:**
- I'll personally own this issue until it's resolved
- We'll have a clear action plan by end of week
- You'll see measurable improvement within 30 days

When are you available for a call?

Sincerely,
[CSM Name]
P.S. If this is a critical blocker, I can escalate to our VP of Customer Success or CEO today.

Playbook 4: Competitive Threat (Customer Evaluating Competitor)

Trigger: Intel that customer is demoing Veeva, MasterControl, or other competitor Risk: Churn at renewal if competitor wins evaluation

Intervention Steps:

Step	Action	Owner	Timeline
1	Confirmation Call: "I heard you're evaluating other QMS options—can we talk?"	CSM + AE	Within 48 hours
2	Gap Analysis: Understand what competitor offers that we don't (or are failing to deliver)	CSM	Same call
3	Competitive Response Package: - Feature comparison (CODITECT vs. competitor) - ROI comparison (implementation cost, time-to-value) - Reference customers (similar use case, chose CODITECT over competitor)	AE + Product Marketing	Within 1 week
4	Executive Engagement: Bring in CODITECT CEO or CPO for strategic discussion	CEO / CPO	Within 2 weeks
5	Roadmap Commitment: If gap is real, commit to delivering feature (with timeline)	Product	Within 2 weeks
6	Renewal Incentive: Early renewal discount or multi-year lock-in to derisk competitive switch	AE	Negotiation phase

Competitive Battle Card (CODITECT vs. Veeva Vault QMS):

Factor	CODITECT Bioscience QMS	Veeva Vault QMS	Advantage
AI-Powered Automation	Native AI (root cause, predictive CAPA, compliance assistant)	Limited AI (basic validation rules)	✅ CODITECT
Implementation Time	45 days to first value	6-12 months (enterprise deployment)	✅ CODITECT
Cost (Professional tier)	$96K/year for 50 users	$250K+/year (typical enterprise deal)	✅ CODITECT
User Experience	Modern UI, mobile-native	Legacy UI (2015 design)	✅ CODITECT
Compliance Scope	Pharma, biotech, med device, CDMO	Pharma-focused (less med device depth)	✅ CODITECT (med device)
Integration Ecosystem	Open API, 20+ pre-built connectors	Veeva-centric (CRM, RIM integration priority)	✅ CODITECT (flexibility)
Support SLA	4-hour response (Enterprise), dedicated CSM	24-hour response (standard), CSM for $500K+ only	✅ CODITECT
Market Position	Emerging innovator (AI-first)	Established incumbent (pharma standard)	⚖️ Depends on customer risk tolerance

When to Concede (and how to minimize damage):

If customer is committed to Veeva (e.g., already uses Veeva CRM, strategic alignment):

• Negotiate extended transition (6-12 months) to avoid abrupt churn (keeps ARR in current year)
• Offer discounted renewal for transition period (e.g., 50% off Year 2 while they migrate)
• Capture learnings: Exit interview to understand product gaps (roadmap input)

Playbook 5: Budget Cut / Cost Reduction Pressure

Trigger: Customer announces layoffs, cost reduction, or asks for pricing concessions Risk: Churn or severe downgrade (e.g., Enterprise → Starter)

Intervention Steps:

Step	Action	Owner	Timeline
1	Cost-Value Analysis: Quantify CODITECT ROI (time savings, compliance risk reduction, audit efficiency)	CSM	Within 48 hours
2	Executive Value Brief: One-pager showing "cost of NOT having CODITECT" (manual QMS, audit risk, non-compliance fines)	CSM + AE	Same week
3	Flexible Commercials: - Downgrade option (e.g., Enterprise → Professional with phased feature sunset) - Payment plan (quarterly vs. annual to ease cash flow) - Seat reduction (reduce to minimum viable, expand later)	AE	Negotiation
4	Multi-Year Lock-In: Offer 10-15% discount for 2-3 year commitment (secures ARR, reduces churn risk)	AE	Negotiation
5	Executive Sponsorship: CODITECT CFO or CEO call with customer CFO (peer-to-peer business case)	CFO / CEO	If needed

Cost-Value Justification Template:

### CODITECT ROI During Cost Reduction

**We understand you're under budget pressure. Here's why CODITECT is a strategic investment, not a discretionary cost:**

**Quantified Value (Annual):**
1. **Time savings**: 1,200 hours/year (across 50 users) × \$150/hour = **\$180K**
2. **Audit efficiency**: Reduced audit prep time (200 hours → 80 hours) = **\$18K**
3. **Compliance risk avoidance**: Reduced FDA warning letter risk (estimated **\$500K+ in recall/remediation costs**)
4. **Faster time-to-market**: 30% faster change control cycle = **\$40K in revenue acceleration**

**Total Annual Value: \$738K**

**Cost: \$192K/year (Enterprise tier)**

**ROI: 3.8:1** (every dollar spent on CODITECT yields \$3.80 in value)

**Cost of Switching to Manual QMS or Competitor:**
- **Manual QMS**: Requires 2 FTE QA admins (\$200K loaded cost) + spreadsheet risk + audit failures
- **Competitor (Veeva)**: \$250K+/year + 6-month implementation cost (\$100K services) = **\$350K Year 1**

**Recommendation:**
- **Option 1** (preferred): Keep Enterprise tier, lock in 2-year renewal at 10% discount (\$173K/year = saves \$38K over 2 years)
- **Option 2**: Downgrade to Professional (\$96K/year), pause advanced AI features until budget recovers
- **Option 3**: Quarterly payment plan to ease cash flow (same \$192K/year, spread over 4 payments)

Let's discuss which option works best for your situation.

5.3 At-Risk Account Review Cadence

Weekly At-Risk Review (CS Team Standup):

Agenda Item	Duration	Outcome
Red Accounts (churn risk >60)	15 min	Review intervention status, escalate blockers
New At-Risk (health score dropped to yellow/red this week)	10 min	Assign owner, create remediation plan
Intervention Updates (30-60-90 day recovery plans)	10 min	Progress check, adjust tactics if stalled
Executive Escalations (accounts needing C-suite engagement)	5 min	Confirm exec availability, prep briefing

Monthly Executive Churn Review (VP CS + CEO):

• Churn forecast: Projected logo churn for next 90 days
• At-risk ARR: Total ARR in red/yellow health score bands
• Rescue success rate: % of red accounts recovered to green in past 90 days
• Lessons learned: Common churn reasons, product/service gaps

5.4 Churn Prevention Decision Tree

---

6. Customer Success Team Structure & Scaling

Objective: Build a scalable CS organization that supports $26.3M ARR by Year 5 while maintaining healthy unit economics (CS team cost <15% of ARR).

6.1 Team Composition by Revenue Stage

Revenue Stage	ARR	Customers	Team Size	Roles	CS Cost	CS Cost % of ARR
Seed (Current)	$0	0	1	Founder-led CS (Hal)	$0	N/A
Year 1	$1.01M	10	2	1 CSM + 1 Implementation Engineer	$240K	24% (high, typical early stage)
Year 2	$3.07M	32	4	2 CSM + 1 IE + 1 Support Engineer	$520K	17% (scaling)
Year 3	$7.28M	76	8	VP CS + 4 CSM + 2 IE + 1 Support + 1 CS Ops	$1.1M	15% (efficient)
Year 4	$14.7M	153	14	VP CS + 8 CSM + 3 IE + 2 Support + 1 CS Ops	$1.9M	13% (optimized)
Year 5	$26.3M	274	22	VP CS + 14 CSM + 5 IE + 3 Support + 1 CS Ops	$3.0M	11% (best-in-class)

Role Definitions:

Role	Responsibilities	Capacity (Accounts or ARR)	Compensation (OTE)
VP Customer Success	CS strategy, team leadership, executive escalations, board reporting	Portfolio oversight (no direct accounts)	$200K-250K
Customer Success Manager (CSM)	Onboarding (Days 31-90), adoption, expansion, renewal, health monitoring	10-15 accounts OR $1.5M-2M ARR	$120K-150K
Implementation Engineer (IE)	Technical onboarding (Days 0-30), integration, data migration, compliance validation	3-5 concurrent implementations	$100K-130K
Support Engineer	Tier 2 technical support, bug triage, escalation management	Unlimited (ticket-based)	$80K-100K
CS Operations Analyst	Health score dashboards, analytics, playbook automation, Salesforce/Gainsight admin	Full team support	$90K-110K

6.2 CS-to-Account Ratios by Segment

Customer Segment	ARR Range	CSM Ratio	Implementation Model	Support Model
Starter	$48K	1 CSM : 20 accounts	Self-service onboarding + IE support (5 hours)	Email support (48h SLA)
Professional	$96K	1 CSM : 15 accounts	Guided onboarding (IE 40 hours)	Email + chat (24h SLA)
Enterprise	$192K	1 CSM : 10 accounts	White-glove onboarding (IE 80 hours)	Phone + Slack (4h SLA)
Autonomous	$500K+	1 CSM : 5 accounts (dedicated)	Executive onboarding (IE 120 hours + CPO involvement)	Dedicated Slack channel (1h SLA)

Capacity Planning Example (Year 3):

Total Customers: 76
Segment Mix:
- Starter (30%): 23 customers × \$48K = \$1.1M ARR → Requires 1.2 CSM (round up to 2)
- Professional (50%): 38 customers × \$96K = \$3.6M ARR → Requires 2.5 CSM (round up to 3)
- Enterprise (18%): 14 customers × \$192K = \$2.7M ARR → Requires 1.4 CSM (round up to 2)
- Autonomous (2%): 1 customer × \$500K = \$500K ARR → Requires 0.2 CSM (shared with Enterprise)

Total CSM Needed: 2 + 3 + 2 = 7 CSM (actual plan: 4 CSM with segmentation)

Optimization: Pool Starter customers (lower-touch), dedicate CSMs to Enterprise/Autonomous

6.3 CS Tools & Tech Stack

Category	Tool	Purpose	Cost (Annual)
Customer Success Platform	Gainsight or ChurnZero	Health score tracking, playbook automation, QBR management	$50K (Y3), $100K (Y5)
CRM Integration	Salesforce	Customer data, renewal tracking, expansion pipeline	(Shared with Sales)
Support Ticketing	Zendesk or Intercom	Support ticket management, CSAT surveys, knowledge base	$15K (Y3), $30K (Y5)
Product Analytics	Mixpanel or Amplitude	User behavior tracking, feature adoption, usage dashboards	$20K (Y3), $40K (Y5)
Survey & NPS	Delighted or Qualtrics	NPS surveys, onboarding surveys, quarterly feedback	$5K (Y3), $10K (Y5)
Communication	Slack (shared channels)	Real-time customer support, executive engagement	$10K (Y3), $20K (Y5)
Documentation	Notion or Confluence	Playbooks, templates, customer success plans	$5K (Y3), $10K (Y5)
Total CS Tech Stack			$105K (Y3), $210K (Y5)

Tech Stack ROI:

• Gainsight: Automates health score tracking, saves 10 hours/week/CSM = $30K annual savings (pays for itself)
• Zendesk: Reduces support ticket resolution time by 30% = faster customer satisfaction
• Mixpanel: Identifies churn signals 60 days earlier = higher rescue success rate

6.4 CS Team Hiring Plan & Timeline

Quarter	Hire	Rationale	Onboarding Owner
Q1 2026	CSM #1 (first external hire)	Support first 10 customers (Year 1 target)	Hal (Founder)
Q2 2026	Implementation Engineer #1	Offload technical onboarding from Hal	CSM #1 + Hal
Q1 2027	CSM #2	Scale to 32 customers (Year 2 target)	CSM #1
Q3 2027	Support Engineer #1	Offload tier 2 support from IE	IE #1
Q1 2028	VP Customer Success	Professionalize CS org at $7M ARR	Hal (Founder)
Q1 2028	CSM #3, #4	Scale to 76 customers (Year 3 target)	VP CS
Q2 2028	Implementation Engineer #2	Handle 20+ concurrent onboardings	IE #1
Q3 2028	CS Ops Analyst	Automate health scoring, dashboards, reporting	VP CS

Hiring Criteria (CSM Profile):

Attribute	Requirement	Assessment Method
Domain Experience	3+ years in life sciences, pharma, or med device (QA/RA background preferred)	Resume + reference checks
CS Experience	2+ years as CSM in SaaS (enterprise B2B, $100K+ ACV)	Resume + case study exercise
Technical Aptitude	Comfortable with APIs, integrations, data migration (not engineering, but tech-savvy)	Technical case study
Communication	Executive presence, able to engage with VP/C-suite stakeholders	Role-play (EBR presentation)
Metrics-Driven	Experience with health scores, NRR, churn reduction	Behavioral interview (STAR method)

Onboarding Plan (New CSM):

Week	Activity	Outcome
Week 1	Product training (CODITECT deep-dive, all workflows)	Able to demo platform
Week 2	Shadow existing CSM (QBR, onboarding call, support escalation)	Understand CS motion
Week 3	Compliance/regulatory training (21 CFR Part 11, GxP basics)	Speak customer language
Week 4	Assign first 3 accounts (green health score, low-risk)	Gradual ramp
Week 5-8	Ramp to 10 accounts with ongoing mentorship	Full capacity

6.5 CS Career Paths & Retention

Career Progression:

CSM Associate (0-2 years exp) → CSM (2-5 years) → Senior CSM (5+ years) → Manager, CS → Director, CS → VP CS

Level	Title	Accounts	ARR Managed	Compensation	Key Milestone
IC1	CSM Associate	8-10 (Starter/Professional)	$800K-1M	$100K-120K	First renewal executed
IC2	CSM	10-15 (Professional/Enterprise)	$1.5M-2M	$120K-150K	NRR >120%, NPS >50
IC3	Senior CSM	5-10 (Enterprise/Autonomous)	$2M-3M	$150K-180K	Strategic account growth, expansion expert
M1	Manager, CS	Team of 4-6 CSMs	$8M-12M portfolio	$160K-200K	Team NRR >125%, <10% churn
M2	Director, CS	Team of 10-15 CSMs	$20M-30M portfolio	$200K-250K	Playbook standardization, CS Ops
M3	VP Customer Success	Full CS org	Entire ARR base	$250K-350K	Company NRR target, board-level reporting

Retention Strategies:

• Equity: All CS hires receive 0.1-0.5% equity (4-year vest) — aligns with long-term ARR growth
• Quarterly Bonuses: Tied to team NRR, logo retention, expansion ARR (20-30% of base salary)
• Professional Development: Annual $2K training budget (SaaS certifications, domain conferences like PDA, ISPE)
• Career Pathing: Transparent promotion criteria, 6-month manager check-ins

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7. Net Revenue Retention (NRR) Modeling & CS Revenue Impact

Objective: Model NRR scenarios (optimistic, base, pessimistic) and quantify CS-driven revenue contribution over 5 years.

7.1 NRR Model Assumptions

Base Case Assumptions:

Parameter	Year 1	Year 2	Year 3	Year 4	Year 5	Rationale
Starting ARR (cohort)	$0	$1.01M	$3.07M	$7.28M	$14.7M	New ARR from prior year becomes base for expansion
Gross Retention	95%	93%	92%	92%	92%	Early customers = higher retention (product fit validated)
Logo Churn	5%	7%	8%	8%	8%	Industry benchmark: 10-15% (we target <8% at scale)
Seat Expansion Rate	5%	10%	15%	15%	15%	Gradual adoption of seat expansion playbook
Tier Upgrade Rate	3%	8%	12%	10%	8%	Peak in Year 3 (customers mature, upgrade to Enterprise)
Module Addition Rate	2%	5%	8%	10%	12%	Grows as customers adopt full platform
Multi-Site Expansion	0%	2%	5%	8%	10%	M&A activity, geographic expansion
Usage Overage	0%	2%	5%	7%	10%	Autonomous tier adoption drives usage-based revenue

NRR Calculation Formula:

NRR = (Starting ARR + Expansion ARR - Churn ARR) / Starting ARR × 100%

Where:
- Expansion ARR = (Seat Expansion + Tier Upgrades + Modules + Multi-Site + Overage)
- Churn ARR = Starting ARR × (1 - Gross Retention %)

7.2 NRR Scenarios (5-Year Projection)

Scenario 1: Base Case (Target NRR)

Year	Starting ARR	New ARR (Sales)	Expansion ARR	Churn ARR	Ending ARR	NRR
Y1	$0	$960K	$96K (10% of base)	-$48K (5% churn)	$1.01M	110%
Y2	$1.01M	$1.92M	$240K (24% of $1.01M base)	-$101K (10% blended churn on $1.01M)	$3.07M	120%
Y3	$3.07M	$3.84M	$615K (20% of $3.07M base)	-$246K (8% churn)	$7.28M	130%
Y4	$7.28M	$6.72M	$1.31M (18% of $7.28M base)	-$582K (8% churn)	$14.7M	128%
Y5	$14.7M	$10.1M	$2.65M (18% of $14.7M base)	-$1.18M (8% churn)	$26.3M	125%

Cumulative Impact:

• Total Expansion ARR (Y1-Y5): $4.91M
• Total Churn ARR (Y1-Y5): -$2.16M
• Net CS Contribution: +$2.75M (expansion - churn)

Key Insight: By Year 5, expansion ARR ($2.65M) represents 26% of new ARR growth ($10.1M from sales + $2.65M from expansion = $12.75M total new ARR). CS is driving 1 in 4 dollars of ARR growth.

Scenario 2: Optimistic Case (Best-in-Class Execution)

Assumptions: Lower churn (6% by Y3), higher expansion (25% of base by Y3)

Year	Starting ARR	New ARR	Expansion ARR	Churn ARR	Ending ARR	NRR
Y1	$0	$960K	$115K (12% of base)	-$38K (4% churn)	$1.04M	115%
Y2	$1.04M	$1.92M	$300K (29% of base)	-$83K (8% churn)	$3.18M	128%
Y3	$3.18M	$3.84M	$795K (25% of base)	-$191K (6% churn)	$7.62M	140%
Y4	$7.62M	$6.72M	$1.83M (24% of base)	-$457K (6% churn)	$15.7M	135%
Y5	$15.7M	$10.1M	$3.61M (23% of base)	-$942K (6% churn)	$28.5M	132%

Cumulative Impact:

• Total Expansion ARR (Y1-Y5): $6.65M
• Total Churn ARR (Y1-Y5): -$1.71M
• Net CS Contribution: +$4.94M
• Ending ARR Uplift vs. Base Case: +$2.2M ($28.5M vs. $26.3M)

Key Drivers: Lower churn (6% vs. 8%) + aggressive tier upgrades and multi-site expansion.

Scenario 3: Pessimistic Case (Execution Challenges)

Assumptions: Higher churn (12% by Y3), lower expansion (12% of base by Y3)

Year	Starting ARR	New ARR	Expansion ARR	Churn ARR	Ending ARR	NRR
Y1	$0	$960K	$67K (7% of base)	-$67K (7% churn)	$960K	105%
Y2	$960K	$1.92M	$144K (15% of base)	-$134K (14% churn)	$2.89M	110%
Y3	$2.89M	$3.84M	$347K (12% of base)	-$347K (12% churn)	$6.73M	112%
Y4	$6.73M	$6.72M	$808K (12% of base)	-$808K (12% churn)	$13.5M	112%
Y5	$13.5M	$10.1M	$1.62M (12% of base)	-$1.62M (12% churn)	$23.5M	112%

Cumulative Impact:

• Total Expansion ARR (Y1-Y5): $2.99M
• Total Churn ARR (Y1-Y5): -$2.99M
• Net CS Contribution: $0 (expansion offsets churn, but no net gain)
• Ending ARR Shortfall vs. Base Case: -$2.8M ($23.5M vs. $26.3M)

Key Risk: High churn (12%) negates all expansion revenue. This is why churn prevention (Section 5) is mission-critical.

7.3 Expansion Revenue Breakdown by Motion (Base Case, Year 3)

Expansion Motion	% of Base ARR	Contribution	Close Rate	CAC	Net Revenue
Seat Expansion	6%	$184K	75%	$5K	$179K
Tier Upgrades	5%	$154K	60%	$20K	$134K
Module Additions	4%	$123K	65%	$10K	$113K
Multi-Site Expansion	3%	$92K	50%	$30K	$62K
Usage Overage	2%	$62K	100%	$0	$62K
Total	20%	$615K	-	-	$550K (after CAC)

Efficiency Analysis:

• Expansion CAC Blended: $65K total CAC / $615K expansion ARR = 10.6% CAC ratio
• New Logo CAC: $65K CAC / $96K ACV = 67.7% CAC ratio
• Expansion is 6.4x more capital efficient than new logo acquisition

7.4 Churn Impact Modeling (Sensitivity Analysis)

Question: How does churn rate affect ending ARR in Year 5?

Churn Rate	Year 5 Ending ARR	Delta vs. Base Case (8%)	Interpretation
4% (best-in-class)	$29.2M	+$2.9M (+11%)	Every 1% churn reduction = $725K ARR in Y5
6% (optimistic)	$28.5M	+$2.2M (+8%)	Achievable with strong CS execution
8% (base case)	$26.3M	Baseline	Target for mature portfolio
10% (industry avg)	$24.8M	-$1.5M (-6%)	Moderate CS execution
12% (pessimistic)	$23.5M	-$2.8M (-11%)	Poor product fit or CS gaps
15% (high churn)	$21.6M	-$4.7M (-18%)	Unsustainable, company at risk

Takeaway: Reducing churn by 4% (from 8% → 4%) generates $2.9M additional ARR in Year 5—more than the entire expansion revenue from seat growth ($2.2M). Churn prevention ROI > expansion ROI in early years.

7.5 CS Revenue Contribution Summary

CS Team Investment (Cumulative Y1-Y5):

• Total CS team cost (salaries + tools): $6.75M
• Total expansion revenue generated: $4.91M
• Total churn prevented (vs. 15% industry baseline): $3.2M
• Net CS Revenue Impact: $8.11M (expansion + churn prevention)

CS ROI: $8.11M / $6.75M = 1.2:1 direct revenue ROI

Beyond Direct Revenue:

• Customer references: 80% of sales cycles require customer references (CS owns reference program)
• Product roadmap input: CS feedback drives 40% of product features (indirect revenue via better product-market fit)
• Expansion pipeline: CS qualifies $12M+ expansion opportunities over 5 years (AE closes, CS sources)

Conclusion: CS is not a cost center—it's a revenue multiplier. Every dollar invested in CS yields $1.20 in measurable expansion/churn prevention revenue, plus uncaptured value (references, product insights, expansion pipeline).

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8. CS Metrics & KPIs (Dashboard)

Purpose: Track CS performance against targets, identify early warning signals, and drive accountability.

8.1 Executive Dashboard (Monthly Review)

Metric Category	Metric	Target	Actual (Month X)	Status	Trend (90 days)
Revenue Health	Net Revenue Retention (NRR)	110% (Y1), 120% (Y2), 130% (Y3)	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
	Gross Revenue Retention (GRR)	92%+	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
	Expansion ARR (QTD)	$XX,XXX	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
	Churn ARR (QTD)	<$XX,XXX	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
Onboarding	Time to First Value (avg)	≤45 days	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
	Onboarding Success Rate	95%+ (health score ≥70 at Day 90)	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
Adoption	Weekly Active Users (avg)	75%+	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
	Feature Adoption (avg)	55%+	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
Health & Satisfaction	Average Health Score	80+	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
	NPS Score	50+	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
	% Customers Green Health	70%+	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
	% Customers Red Health	<10%	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
Support	CSAT Score (support tickets)	4.5+/5	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
	Avg Support Ticket Resolution Time	<24 hours	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
Team Efficiency	CSM Capacity Utilization	85-95% (accounts or ARR managed)	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]
	CS Cost as % of ARR	<15%	[Actual]	[🟢/🟡/🔴]	[↑/→/↓]

8.2 Leading vs. Lagging Indicators

Leading Indicators (predict future outcomes):

Metric	Why It Matters	Target	Alert Threshold
WAU Decline Rate	Early signal of disengagement → churn risk in 90-180 days	<5% monthly decline	Alert if >10% decline in 60 days
Exec Sponsor Engagement	Loss of internal champion → renewal risk	Monthly touchpoint	Alert if no contact >60 days
Feature Adoption Velocity	Speed of feature rollout → time to value	10% increase per quarter	Alert if flat or declining
Expansion Pipeline Coverage	Qualified expansion opps → future expansion ARR	3x next quarter expansion target	Alert if <2x coverage

Lagging Indicators (measure outcomes):

Metric	Why It Matters	Target	Review Cadence
NRR	Revenue growth within customer base	130% (Y3)	Quarterly
Logo Churn	Customer retention	<8% annually	Monthly
NPS	Customer satisfaction and reference potential	50+	Quarterly
Time to First Value	Onboarding efficiency	≤45 days	Monthly

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9. Conclusion & Next Steps

This Customer Success & Expansion Strategy provides a comprehensive, data-driven playbook to achieve 130% NRR by Year 3 and scale to $26.3M ARR by Year 5. Success requires disciplined execution across five pillars:

1. Onboarding Excellence: Deliver first value in ≤45 days (vs. 60-90 day industry standard)
2. Health Score Discipline: Proactive monitoring of 7+ signals to detect churn risk 60-90 days early
3. Expansion Playbooks: Systematic seat, tier, module, and multi-site expansion (6.4x more efficient than new logos)
4. Churn Prevention: Intervention protocols to maintain <8% logo churn (vs. 10-15% industry average)
5. Team Scaling: Build CS org from 2 FTE (Y1) → 22 FTE (Y5) while maintaining <15% CS cost ratio

Immediate Actions (Next 90 Days):

Priority	Action	Owner	Timeline
1. Hire CSM #1	Post job description, conduct interviews, onboard first CSM	Hal (Founder)	60 days
2. Implement Health Score	Configure Mixpanel + Salesforce health score dashboard	Engineering + CSM #1	90 days
3. Onboarding Playbook	Document 90-day playbook, create CSP template, train CSM #1	Hal + CSM #1	45 days
4. First Expansion	Execute first seat expansion or module add-on with pilot customer	CSM #1 + AE	90 days
5. NPS Baseline	Survey first 3-5 customers, establish NPS baseline	CSM #1	60 days

Board-Level Metrics to Track:

• NRR (quarterly): 110% Y1 → 130% Y3 trajectory
• Logo Churn (monthly): <8% annual target
• CS-Driven Expansion ARR (quarterly): % of total new ARR from expansion
• Time to First Value (monthly): ≤45 days average
• NPS (quarterly): 50+ target

Final Thought: In enterprise SaaS, customer success is the primary growth engine at scale. By Year 5, expansion revenue ($2.65M annually) will represent 26% of new ARR growth, with a 6.4x lower CAC than new logos. This strategy transforms CS from a retention cost center into a high-ROI revenue driver—critical to achieving our $21.5M SOM target and demonstrating best-in-class SaaS unit economics to Series A investors.

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Document Status: ✅ Complete Next Review: Post-seed fundraise (Q2 2026) or after first 10 customer onboardings Owner: VP Customer Success (future hire) | Interim: Hal Casteel (Founder/CEO)

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End of Document