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 couldn’t figure out why customers were leaving. We knew we were delivering value, but we couldn’t clearly explain what that value was… 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, it’s the foundation of our product strategy, how we prioritize AI, and even my speaking gigs. The work we did with Forget The Funnel wasn’t just about copy or messaging—it sparked a total shift in how we think about delivering value.
50%
The root cause of SynkedUP’s churn
SynkedUP’s monthly churn was sitting at about 4%. While that churn rate wasn’t like the house was on fire – it was an expensive problem hurting long term growth. And fixing it was a daunting task.
Weston Zimmerman, SynkedUP’s founder, suspected that his churn problem stemmed from a lack of alignment across marketing, sales, and onboarding.
So he did what many SaaS founders do, he tried harder to make things work.
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 product’s many features.
But the way out wasn’t 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.
As Weston puts it, “trying harder is not a real strategy. And it wasn’t getting us results.”
It was time to get to the bottom of why SynkedUP’s best customers stuck around—and why others didn’t. And that’s when Forget the Funnel was brought on board.
Finding out why SynkedUp’s 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 SynkedUP’s best, most loyal customers on the phone and find out where they were getting real value.
SynkedUP serves small business owners who’re 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 SynkedUp’s super fans, the people who were getting incredible ROI and using the platform as a vital part of their business.
In a series of in-depth interviews, it became clear that customers only really cared about 3 functions, rates, resources, and results.
That understanding brought about a massive mindset shift: SynkedUP didn’t need to do everything. They just needed to do 3 things.
"It was like excavating the real thing from all the noise. For years, I’d been saying, ‘We do 73 things.’ Forget The Funnel helped me realize our best customers didn’t need everything—they needed 3 things done really, really well."
Weston Zimmerman, Founder of SynkedUP
As Weston puts it, “Our best customers—the ones we like the most—are 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.”
That insight led Weston to create the Profit Triangle—a simple framework that became the backbone of their product positioning. Their message is clear: SynkedUP wasn’t just another tool. It’s the only product on the market that solves rates and resources for contractors.
Boom. Landscapers got the value instantly.
The results
This new focus didn’t just improve SynkedUP’s website and marketing messaging; it transformed how they onboarded customers.
Forget The Funnel’s customer insights also guided Weston’s team in restructuring their onboarding process to ensure every touchpoint reinforced the same message.
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.
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.
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, “solving our churn had a huge impact on cashflow and growth”.
“The FTF team was gunning to produce real outcomes. Not just going through the motions of fulfilling deliverables.”
Weston Zimmerman, Founder of SynkedUP
How SynkedUp’s new focus is leading to growth
Forget The Funnel’s customer-led approach didn’t just help solve SynkedUP’s immediate churn problem—it gave them a map for the future. The Profit Triangle now shapes everything from product development to marketing campaigns.
"It’s not gumdrops and rainbows now—we still have work to do. But we have a map. We know what city we’re heading to," Weston said.
Perhaps most rewarding, Weston began to hear customers repeating back the messaging his team worked so hard to refine.
Forget The Funnel didn’t just help SynkedUP reduce churn. They helped them find focus—proving that when your messaging aligns with your customers’ needs, growth becomes a whole lot easier.
"It’s rewarding to start hearing your users repeat back what you told them in marketing. That’s when you know it’s landing."
Weston Zimmerman, Founder of SynkedUP