0%
Monthly churn.
CLIENT CASE · RETAIN, THEN CONVERT · FIELD-SERVICE SAAS
The customer base gained a cadence before adding headcount: net revenue retention rose from 96% to 108%.
A field-service management SaaS with R$30 million in annual recurring revenue and 3,400 customers was hiring across customer success while the role responsible for account health remained vacant. Despite strong new sales, the installed base lost 4% of revenue per year. In six months, Leverage Now segmented the portfolio, introduced health scores and risk routines, and then applied the same rigor to inbound sales. Monthly churn fell from 1.9% to 1.2%.
- Industry: Software, SaaS for field operations.
- Focus areas: Retain in the first wave, Convert in the second.
- Engagement: Six months.
- Reference product: Leverage Unlock.
1.9% → 1.2% monthly churn
Evolução registrada em seis meses.
ANONYMIZED CLIENT CASE. Metrics reflect progress recorded during the stated project period.
Highlighted results
0%
Net revenue retention—NRR.
0%
Accounts with a health score and owner.
0%
Portfolio receiving proactive quarterly contact.
0%
Renewal of annual contracts expiring during the period.
R$35K → R$55K
Monthly MRR expansion from licenses and modules.
38 → 55
NPS.
5 hours → 8 minutes
Inbound lead first-response time.
0%
Inbound lead-to-meeting conversion.
R$2.50M → R$2.75M
MRR.
Os indicadores refletem a evolução registrada no projeto durante o período informado.
Starting point and challenge.
Relationship, post-sales, and strategic-account teams were hiring, but the ongoing Customer Success supervisor role had been open since August. Without that owner, CSMs served whoever asked, renewals surfaced only in the month they expired, and expansion depended on customers requesting more licenses.
The challenge
Inbound sales supervision was also vacant: 1,100 monthly leads waited an average of five hours for first contact, and SDRs and BDRs joined without a defined cadence.
The four methodology areas and five risks pointed to this priority sequence: Retain in the first wave, Convert in the second. Prioritization considered potential impact, time to results, required effort, and dependencies.
APPROACH
From prioritization to execution.
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Diagnosis and prioritization
We measured all four methodology areas. Deliver operated within support service levels, and Attract generated stable volume. The leaks were in the installed base and the inbound-to-sales handoff.
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Portfolios and health scores
We segmented the base into strategic, mid-market, and digital long-tail portfolios. Health scores combined work-order usage, active users, tickets, and payment delays, with risk alerts and proactive-contact targets. The operations manager led on an interim basis until the supervisor joined in month three.
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Customer success cadence
A risk playbook required contact within 48 hours of a score decline, renewal review 90 days before expiry, quarterly business reviews for strategic accounts, and expansion offers triggered when field-technician usage exceeded the current plan.
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Second wave: supervised inbound
We implemented automatic routing, a ten-minute service level, a seven-touch cadence, four-question qualification, and daily queue review by the new supervisor.
What changed during the period.
With ownership and a score on every account, renewal conversations began three months before expiration rather than at cancellation. Usage triggers added R$20,000 in monthly expansion MRR without a campaign. Net revenue retention crossed 100%: the installed base began growing on its own, so new sales once again represented growth rather than replacement. In the second wave, responding to inbound demand within minutes nearly doubled meeting conversion at the same lead volume.
What changed in practice.
Antes
- Before
- CS served whoever called; renewals surfaced at expiration
- CS supervision vacant; operations grew without a cadence
- Expansion depended on customers asking
- Inbound leads waited five hours
- Installed-base revenue shrank 4% per year
Depois
- After
- Three portfolios, health scores, and review 90 days before renewal
- Supervisor hired to lead an established risk playbook
- Offers triggered by product usage
- Automatic routing and response within eight minutes
- The installed base grows 8% per year before new sales
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