$2M–$20M ARR, B2B
Past product-market fit, with enough accounts that churn shows up as a pattern, not an anecdote.
Free case study · 18-page breakdown
How a 40-person SaaS cut churn 31% in 90 days
The complete teardown of our work with Quillstack: the churn autopsy on 214 cancelled accounts, the three silent-churn signals we found in week one, and the exact 90-day playbook — with real before/after numbers.
−31%monthly logo churn
$412KARR retained, annualized
90 daysfrom kickoff to result
What's inside
Not a success story. A working file.
Most case studies stop at the headline. This one shows the spreadsheets, the interview codes, the health-score weights and the three things that didn't work — so you can run the same plays on your own book of business.
- 01The client & the problemp. 2
Why a growing product was quietly losing 1 in 21 accounts every month.
- 02The churn autopsyp. 4
214 cancelled accounts, 22 exit interviews and the coding scheme we used.
- 03The 3 silent-churn signalsp. 6
What showed up in product data 45–60 days before every cancellation.
- 04The 90-day playbookp. 9
Diagnose, intervene, compound — every play, owner and deadline.
- 05The health-score modelp. 13
Six weighted signals, thresholds and the alert routing we built.
- 06Results, cost & what we'd changep. 16
Month-by-month numbers, total spend and our honest post-mortem.
The numbers
Before, after — and what's behind the line.
Here's the headline. The rest of the ledger unlocks with the full breakdown.
MetricBeforeDay 90Change
Monthly logo churnAccounts cancelled ÷ accounts at start of month4.8%3.3%−31%
Net revenue retentionTrailing 12 months92%In the PDFIn the PDF
7-day activationNew accounts that send a first invoice in week one38%In the PDFIn the PDF
Time to first valueMedian days from signup to first paid invoice11 daysIn the PDFIn the PDF
Figures shared with the client's permission. Company name changed; numbers are not.
Who it's for
Built for SaaS teams that look a lot like Quillstack.
If two of these are true, the playbook will map almost one-to-one onto your business.
Churn above 2.5% a month
Or net revenue retention under 100% — growth that feels like running up a down escalator.
A lean CS team of 1–6
No room for a 12-month platform project. You need plays that ship in weeks, not quarters.
We'd spent a year blaming pricing. Halden showed us in three weeks that it was onboarding — and gave us a plan we could actually run with five CSMs.
Dana WhitfieldCOO, Quillstack
Free · 18 pages · PDF
Get the full Quillstack breakdown.
Plus the churn-autopsy worksheet and the health-score model we built — free with the case study.