SAAS ONBOARDING
What "Activated" Should Mean (And What It Usually Means Instead)
Most teams celebrate "configuration complete" and call it activation. The gap between those two is where early churn lives.
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Examines the Activation stage and its two dominant failure patterns: "No Defined Activation" (different team members use different definitions) and "Activation as Configuration Complete" (the team celebrates the platform being ready rather than the customer getting value). Sharp point: a high activation rate sitting alongside high early churn is near-proof that activation is measuring the wrong thing. Connects forward to the TTRB piece and gives a method for auditing your current activation definition against actual retention data.