Marketing needs to be laser-focused on generating leads that fit your ideal customer profile in order to reduce churn. We do this because it is inevitable that some poor-fit leads will still be generate and passed on to the sales division. 

Questions to guide with vetting:

• Is your sales team trained and actively encouraged to vet and quickly reject poor-fit leads?
• Do you have a concrete feedback loop between Sales and Marketing to minimize the generation of poor-fit leads?

Success and support teams should regularly review the sales team's pre-sales qualification and requirements checklist.

The approach of "move fast and break things" no longer work. If you focus too much on releasing new features at the expense of stability will backfire on you and increase churn.

It is important to balance stability with new feature releases. Therefore, leaders must align on the priorities a...