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Marketing services/6 people/Advisory + implementation/6 weeks
Turned a chaotic onboarding into a repeatable playbook two people can run.
Documented the founder's tacit onboarding sequence, then rebuilt it as a system with checklists, AI-drafted assets, and clear ownership at every step.
7d → 1d
Time-to-first-asset
2 → 0
30-day churn (last quarter)
100%
Onboardings without founder involvement
01 / Problem
What was actually broken
- 01Onboarding lived in the founder's head — every new client meant a week of context-switching for the team.
- 02Asset drafts (welcome email, brand brief, kickoff deck) were rewritten from scratch every time.
- 03Two clients had recently churned in their first 30 days from confusion about scope.
02 / Approach
How we worked through it
- 01Reverse-engineered the founder's workflow
Recorded the founder onboarding two new clients and turned the steps into a written sequence.
- 02Identified what AI should draft vs. what humans should own
AI drafts the first version of every asset from the intake form; the account lead edits and sends.
- 03Assigned a single owner per step
Every onboarding step now has one named owner and a definition of done — no diffuse responsibility.
03 / System
What we shipped
- Intake form that drives every downstream asset.
- AI-drafted welcome email, brand brief, and kickoff agenda generated within 10 minutes of signature.
- 30/60/90-day check-in cadence with templated agendas.
- Onboarding dashboard the founder reviews weekly without joining calls.
NotionClaudeHubSpotLoom
"The team can onboard a client cleanly without pulling me in. That alone bought me back a day a week."
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