saas-lifecycle

Applies to any subscription product with usage data. Produces an audit ranked by leverage, or a staged roadmap with data prerequisites named.

Audit the data layer before anything else

The most common finding is not a missing campaign. It's that the events and attributes the messaging would need are not being tracked, are tracked inconsistently, or never reach the messaging platform. Design a beautiful behavioural program on top of that and it silently sends the wrong thing to everyone.

So the first move in any engagement is: what events actually exist and are populated? Are plan, usage, and subscription attributes flowing through? Where's the gap between what the messaging needs and what the data provides? If the pipes are broken, fixing them is the first deliverable — say so plainly, even when the ask was for a campaign.

The eight stages

Locate the user on this map, then ask: what's the single next value moment, and what message helps them reach it?