MarketerHire's lifecycle infrastructure scores 0.33 (Critical) across 14 audit dimensions. The base is actively shrinking (303 → 264 companies in 4 months). 70% of lifecycle stages have zero email automation. The #1 killer is no-shows — 62.3% of all deal losses with zero automated follow-up.
This plan addresses the top findings across 4 lifecycle motions in 6 sprints:
No-show follow-up (553/6wk), Nurture/On Hold re-activation (801 deals), mid-funnel nudges
GM coaching (32pp spread), email engagement triggers, onboarding optimization
First-ever expansion sequence ($5.5M opportunity, $0 currently spent)
Win-back by churn reason (268 Bad Churn targets, $2.4M recoverable)
| Metric | Current | Day 90 Target | Revenue Impact |
|---|---|---|---|
| Health score | 0.33 | 0.55+ | Systemic |
| Company retention | 77-81% | 85% | +$268K/yr per 1pp |
| Sequence coverage | 30% (5/17) | 70% (12/17) | Enables all motions |
| No-show recovery rate | 0% (no sequence) | 10-15% recovered | $500K-$1M/yr |
| Expansion MRR | Net ~$0/mo | Net +$20K/mo | $240K/yr |
| Win-back by churn reason | No segmentation | 3 segments active | $200K-$500K/yr |
| Stalled Nurture re-engaged | 0/801 | 171 contacted (within 90d) | $300K-$600K/yr |
SALES.CL.Upsell_HourlyToPartTime — 20 role-specific upsell emails sitting in AUTOMATED_DRAFT for 10 roles (Growth Marketer, Content, Email, CMO, Paid Search, etc.). The $5.5M expansion opportunity already has emails written — they just need to be switched on.
Primary Objective: Address the two largest revenue leaks — no-shows and GM performance gap.
Context: 553 no-shows in 6 weeks = 62.3% of all deal losses. Zero automated follow-up exists.
Expected impact: 10-15% recovery = 55-83 additional QTB-eligible conversations per 6 weeks.
Ship: Workflow live by Day 7. Nura deploys.
Context: Connor Nelson-Rund at 64.4% 30D retention (36% of his deals churn in 30 days) vs Dylan Godbout at 96.6%. 32pp spread on 101 deals.
Expected impact: Closing even half the gap (16pp) on 101 deals = ~16 additional retained clients/year.
Context: 801 deals stalled, avg 257 days. Only 171 within 90 days (addressable). 445 are >180d (effectively dead).
Segment first send: 30-90d stalled (171 deals) = Phase 1 | 90-180d (184 deals) = Phase 2 (Sprint 3) | >180d (445 deals) = Purge to Closed Lost
Expected impact: 5-10% of 171 = 9-17 reactivated deals.
Primary Objective: Close the next 3 highest-impact sequence gaps.
Context: 120 open deals at Freelancer Offered (39), Intro Scheduled (63), Approved (18) with no automated nudges — entirely dependent on GM follow-up.
Context: $5.5M expansion opportunity, $0 spent. No sequences exist. 15 expansion deals in 6mo for 275-client base.
Context: Active clients click at 5.1% vs churned at 3.0% (70% higher). No engagement-based at-risk detection exists.
| Metric | Target |
|---|---|
| No-show sequence deployed | ✓ |
| No-show recovery rate | >5% (benchmark first 30d) |
| Nurture deals contacted | 171 |
| Nurture reactivation rate | >3% |
| Mid-funnel stall alerts firing | ✓ |
| Expansion teaser sent | ✓ (to 51-200 segment) |
Primary Objective: Segment existing sequences by key dimensions; expand Nurture re-activation to older pool.
Key touchpoints to score: Brief creation, GM assignment communication, first marketer introduction, Day-7 check-in, Day-14 trial assessment.
Context: Current win-back is one-size-fits-all. 268 Bad Churn targets in last 12mo with 7 different churn reasons → 7 different conversations needed.
| Churn Reason | Messaging Focus | Offer |
|---|---|---|
| Marketer Issue (21.8%) | "We've improved our matching" + new talent showcase | Free re-match guarantee |
| Budget (8%) | "Flexible engagement levels" + ROI data from similar cos | Reduced rate for 90 days |
| Not Seeing Value (11.3%) | Results from similar companies + what's changed | $1K credit (existing) |
| Hired Someone Else (9.7%) | "When you need to scale beyond one hire" | Complementary role offer |
Expand re-activation to 90-180d stalled deals (184 deals). Adjust messaging — these are colder, need stronger value prop + social proof.
type_of_marketer: Growth → results in 30 days, Content → content calendar in week 1, CMO → strategic alignment in week 1, Paid Search → campaign live in 48h (address 19% retention).Context: 38 expansion signals + 11 at-risk flags captured in Supabase transcripts per 90 days, but NOT routed to any workflow.
retention_signals.relationship_health = 'at_risk' → GM task "Urgent: retention intervention needed"expansion_signals detected → GM task "Expansion opportunity identified on call"deal.hubspot_owner_id| Metric | Target |
|---|---|
| Win-back sequences segmented by churn reason | 3+ segments |
| Onboarding psych audit completed | ✓ |
| JTBD branching in Welcome sequence | 2+ paths |
| Transcript → HubSpot pipeline live | ✓ |
| engagement_level field populated | >50% of active deals |
| Expansion teaser response rate | >2% |
Context: With 7+ new sequences live, must respect 2-email/week cap across all sequences + newsletter.
Context: Top 20 churned companies = $3.98M annualized. At 15-20% resurrection rate = $597K-$795K.
Implement winning variants from all Phase 1-2 sequences:
30_strategy/lever-priorities.mdlifecycle/knowledge-base-lifecycle.md with new baselines20_intelligence/decisions.jsonl/lifecycle-audit to measure health score improvement (target: 0.33 → 0.55+)| Metric | Baseline | Target | Revenue |
|---|---|---|---|
| Health score | 0.33 | 0.55+ | Systemic |
| Company retention | 77-81% | 85% | +$1.1M-$2.1M/yr |
| Sequence coverage | 30% | 70% | Enables all |
| No-show recovery | 0% | 10-15% | $500K-$1M/yr |
| Expansion MRR | ~$0/mo | +$20K/mo | $240K/yr |
| Resurrection (Top 20) | 0 targeted | 3-4 resurrected | $300K-$600K/yr |
| Nurture reactivated | 0 | 15-25 deals | $200K-$400K/yr |
This plan was generated using: