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How focus in a sea of shiny objects can reduce churn by 50%
Forget The Funnel really helped us build alignment and strategy. We were growing, but churn was brutal, and we couldnât figure out why customers were leaving. We knew we were delivering value, but we couldnât clearly explain what that value wasâŚÂ to us or our customers
Forget the Funnel came in, mined through all that fluff, and helped us see exactly what our best customers cared about most. The customer research they did for us was a huge unlock. Now, itâs the foundation of our product strategy, how we prioritize AI, and even my speaking gigs. The work we did with Forget The Funnel wasnât just about copy or messagingâit sparked a total shift in how we think about delivering value.
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50%
The root cause of SynkedUpâs churn
SynkedUpâs monthly churn was sitting at about 4%. While that churn rate wasnât like the house was on fire â it was an expensive problem hurting long term growth. And fixing it was a daunting task.
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Weston Zimmerman, SynkedUpâs founder, suspected that his churn problem stemmed from a lack of alignment across marketing, sales, and onboarding.Â
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So he did what many SaaS founders do, he tried harder to make things work.
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Over a few months, it became clear to him that customers signed up expecting one thing, only to find themselves overwhelmed or underwhelmed by the productâs many features.
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But the way out wasnât clear. Do they add new features? Remove features? Change the messaging? Offer increasingly large discounts? Change pricing structures? Basically, they threw the whole kitchen sink at the problem. And as it happens, the problem threw the whole kitchen sink right back at them.
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As Weston puts it, âtrying harder is not a real strategy. And it wasnât getting us results.â
It was time to get to the bottom of why SynkedUpâs best customers stuck aroundâand why others didnât. And thatâs when Forget the Funnel was brought on board.Â
Finding out why SynkedUpâs best customers were buying
Rather than trying to listen to everybody, Customer-Led Growth is all about listening to the right bodies (aka your best customers). It was time to get SynkedUpâs best, most loyal customers on the phone and find out where they were getting real value.Â
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SynkedUp serves small business owners whoâre running landscaping businesses. These hard working folks were busy and always on the move, but happy to have a quick chat about their operations. These were SynkedUpâs super fans, the people who were getting incredible ROI and using the platform as a vital part of their business.
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In a series of in-depth interviews, it became clear that customers only really cared about 3 functions, rates, resources, and results.
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That understanding brought about a massive mindset shift: SynkedUp didnât need to do everything. They just needed to do 3 things.Â
"It was like excavating the real thing from all the noise. For years, Iâd been saying, âWe do 73 things.â Forget The Funnel helped me realize our best customers didnât need everythingâthey needed 3 things done really, really well."
Weston Zimmerman, Founder of SynkedUp
As Weston puts it, âOur best customersâthe ones we like the mostâare happily paying us full price for the few things we do really well. So we need to stop feeling the pressure to add more functionality.â
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That insight led Weston to create the Profit Triangleâa simple framework that became the backbone of their product positioning. Their message is clear: SynkedUp wasnât just another tool. Itâs the only product on the market that solves rates and resources for contractors.
Boom. Landscapers got the value instantly.Â
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The results
This new focus didnât just improve SynkedUpâs website and marketing messaging; it transformed how they onboarded customers.
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Forget The Funnelâs customer insights also guided Westonâs team in restructuring their onboarding process to ensure every touchpoint reinforced the same message.
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First, provisioning accounts went from a 20-minute slog to a 10-second task, reducing how long it took to get started by 99%. This rapidly improved the initial onboarding process for new customers. Â
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Next, the team overhauled their in-product onboarding, restructuring their success checklist to give new users a clear path to solve their most pressing problems: rates and resources.
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Cumulatively, the alignment of messaging across marketing, sales and onboarding reduced monthly churn by 50% and also drastically increased time-to-perceived value for SynkedUp customers. Weston said, âsolving our churn had a huge impact on cashflow and growthâ.
âThe FTF team was gunning to produce real outcomes. Not just going through the motions of fulfilling deliverables.â
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Weston Zimmerman, Founder of SynkedUp
How SynkedUpâs new focus is leading to growth
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Forget The Funnelâs customer-led approach didnât just help solve SynkedUpâs immediate churn problemâit gave them a map for the future. The Profit Triangle now shapes everything from product development to marketing campaigns.
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"Itâs not gumdrops and rainbows nowâwe still have work to do. But we have a map. We know what city weâre heading to," Weston said.
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Perhaps most rewarding, Weston began to hear customers repeating back the messaging his team worked so hard to refine.
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Forget The Funnel didnât just help SynkedUp reduce churn. They helped them find focusâproving that when your messaging aligns with your customersâ needs, growth becomes a whole lot easier.
"Itâs rewarding to start hearing your users repeat back what you told them in marketing. Thatâs when you know itâs landing."
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 Weston Zimmerman, Founder of SynkedUpÂ
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