erik. churned.io

the situation

a growing team at a stage where vision, ICP, and the customer lifecycle from onboarding to renewal all needed to be defined and aligned across the company. the core AI feature had strong potential that wasn't fully reflected in the positioning.

what i did

vision, strategy & alignment

revisited and rewrote the company vision
built a strategy around three strategic pillars, each with their own OKRs and KPIs
narrowed the ICP to focus the CS team on the best-fit customers
ran a company offsite to launch the new vision, strategic pillars, and refined ICP

narrative & positioning

built a coherent narrative from the company strategy
same narrative now runs through product vision, sales, marketing, onboarding, and implementation
redefined all sales decks to reflect the new positioning
changed how the company talks about itself and sells

pricing & packaging

fully revamped pricing and packaging
repositioned copilot as the core AI feature and key upsell product
rethought how copilot is presented, sold, and priced

product vision

reshaped product vision based on the new company vision
worked in a PM-like capacity. built plans, set direction
helped reposition and relaunch the copilot feature

AI data brain

built an infrastructure for storing and using company-wide data
all meetings recorded and saved in a central database, enriched with customer data, usage data, and communications
used to automate processes: follow-ups, early warning systems, account briefs
pulls reports like top FAQs, sales coaching insights, and customer next steps
setting up the organization for AI-driven decision making at scale

read the full AI data brain case study →

the result

company aligned around a shared vision and strategic direction
coherent narrative across every touchpoint. product, sales, marketing, onboarding
narrowed ICP means the CS team works with better-fit customers
copilot repositioned as the core upsell feature with new pricing to match
AI data brain driving automated processes and company-wide decisions
organization structurally set up for scale

what i did

vision, strategy & alignment

revisited and rewrote the company vision

built a strategy around three strategic pillars, each with their own OKRs and KPIs

narrowed the ICP to focus the CS team on the best-fit customers

ran a company offsite to launch the new vision, strategic pillars, and refined ICP

narrative & positioning

built a coherent narrative from the company strategy

same narrative now runs through product vision, sales, marketing, onboarding, and implementation

redefined all sales decks to reflect the new positioning

changed how the company talks about itself and sells

pricing & packaging

fully revamped pricing and packaging

repositioned copilot as the core AI feature and key upsell product

rethought how copilot is presented, sold, and priced

product vision

reshaped product vision based on the new company vision

worked in a PM-like capacity. built plans, set direction

helped reposition and relaunch the copilot feature

AI data brain

built an infrastructure for storing and using company-wide data

all meetings recorded and saved in a central database, enriched with customer data, usage data, and communications

used to automate processes: follow-ups, early warning systems, account briefs

pulls reports like top FAQs, sales coaching insights, and customer next steps

setting up the organization for AI-driven decision making at scale

the result

company aligned around a shared vision and strategic direction

coherent narrative across every touchpoint. product, sales, marketing, onboarding

narrowed ICP means the CS team works with better-fit customers

copilot repositioned as the core upsell feature with new pricing to match

AI data brain driving automated processes and company-wide decisions

organization structurally set up for scale