Support is an incredibly valuable listening post to help mitigate churn because customer's issues are usually first escalated to them. They have the best and possibly the earliest gauge on customer temperature and likelihood of churn.
Thus, your product and and customer success teams should treat the support team like one of your top customers.
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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:
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