SaaS Backwards Episode 158 - 97% of SaaS Churn at First Opportunity is Decided in the First 90 Days—Onboarding Is the Key

Guest: Srikrishnan Ganesan, Co-Founder & CEO of Rocketlane

Most B2B SaaS leaders know that onboarding is important but underestimate its impact.
The reality is that 97% of churn at first opportunity is decided in the first 90 days, making onboarding the most critical stage in the customer journey and the defining factor in revenue growth and long-term customer success.

In this episode, Sri Ganesan, Co-Founder and CEO of Rocketlane, shares how SaaS companies can transform onboarding from a fragmented process into a strategic advantage. From community-led growth to automation-driven efficiency, he reveals what top SaaS companies do differently to drive retention, expansion, and revenue acceleration.

Key Takeaways:

• Onboarding Determines Retention & Growth: The first 90 days define whether customers will churn or expand.
• Community-Led Growth Builds Credibility: Building an engaged audience before launch fosters trust and momentum.
• Automation Eliminates Inefficiency: Siloed tools slow teams down; all-in-one platforms drive success.
• Market Validation is Critical: The biggest factor in startup success isn’t the product—it’s picking the right market. 

Sri shares actionable strategies for SaaS CMOs and CROs to create onboarding experiences that drive retention, expansion, and revenue acceleration—making this episode a must-listen.

If you enjoyed this episode, take your learning further at Rocketlane’s Propel25, the premier event for customer onboarding and professional services leaders—happening this May in San Francisco! Use promo code saasbackwards15 for 15% off your ticket. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting