This article was transcribed from Mike Lee’s presentation May 2021’s Future of SaaS Festival. At the time of recording, Mike was Director of Customer Success at Spreedly; he is now Director of Customer Success at PublicInput.


Customer onboarding is one of the most important beginning stages after a sale that a customer can go through. It’s all about setting the right foundations and setting our customers and our businesses up for success.

In this article, I’ll talk about onboarding both on a technical and strategic level, how we can flip the script for deeper impact, what onboarding is not, and I’ll finish by introducing the concept of re-onboarding.

My name's Mike Lee, I'm the Director of Customer Success at Spreedly and I'm excited to present his article about onboarding. Onboarding is an extremely important part of the customer journey, that lifecycle.

Here I get the opportunity to express to you some thoughts and some ideas that I have about onboarding. And maybe, just maybe get you thinking a little bit more about your onboarding program.

Onboarding: the key to success for SaaS products and companies

Onboarding is one of the most important beginning stages after a sale that a customer can go through or that a company can issue for their customers. I'm going to talk about it both on a technical level and I'm going to focus a little bit more on the strategic level.

How we as leaders, or if you don't have one, how you can use it to really better your renewals, better your customers' experience overall.

Onboarding programs can have a cascading impact on retention and growth.


This is something I say periodically when I speak about onboarding.

The art comes from the fact every company has a different product, and how your customers start out using your product changes how your onboarding program works.

What I'm going to be talking about here is how do we use onboarding to further our mission and customer success? I personally believe without customer success, SaaS organizations cannot reach that billion-dollar valuation or even move up from 50 million to 100 million.

You need customer success to help start that drive of value. In order to start that drive, you have to turn the key, and turning that key is that onboarding program.