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Enhance onboarding documentation to clarify program structure (#13541)

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* Enhance onboarding documentation to clarify program structure and expectations.

* Update onboarding tracking

* Added link
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Daniel Danilov
2025-11-05 20:38:19 +02:00
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commit 63a37eebc2
3 changed files with 68 additions and 39 deletions
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39
contents/handbook/onboarding/onboarding-program.md
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@@ -4,35 +4,32 @@ sidebar: Handbook
showTitle: true
---
We know how crucial the early stages of using PostHog can be. It's easy to configure PostHog poorly, pay for products you don't use (e.g., Groups, Autocapture), or generally misconfigure and not see a decent ROI.
Getting started with any new tool can be overwhelming, and PostHog is no exception. We want to make sure you're configured correctly, using the right features for your needs, and seeing real value.
Nothing is more reassuring than having a human to connect with and talk things through. One 30-minute call discussing the customer's architecture and providing suggestions can go a long way to preventing issues down the road, especially for more complex setups. Misconfiguration, especially for analytics/identity merging, is a known churn risk.
That's why we offer personalized onboarding. Whether you need help with initial setup, want to optimize your billing, or are looking to align PostHog with your business goals, we're here to help.
### Principles
### What to expect
Our onboarding program was created to offer necessary help, increase the value our customers get from PostHog, and assist them in achieving their business goals.
Our onboarding program spans **8 weeks** and includes:
The program is guided by a few key principles:
- **Account review and optimization tips** - We'll review your current setup and share recommendations to help you get the most value while minimizing costs.
- **First call (30 minutes)** - Let's get hands-on! We'll walk through optimization practices together and answer any technical questions about integrating PostHog into your stack.
- **Second call (30 minutes, optional but encouraged)** - Ready to go deeper? This follow-up call focuses on using PostHog to achieve your specific business goals and KPIs. Bring your team — the more, the merrier!
- **Final check-in** - We'll do one last review to make sure everything is working smoothly, share additional resources, and point you to ongoing support options.
- Help with initial configuration and billing, offer advice on usage.
- Assist customers with any technical questions they have around fitting PostHog into their stack.
- Act as strategic partners in achieving business goals.
- Adapt to varied levels of engagement while ensuring value for everyone.
- Encourage time spent in PostHog, trying things out. Adoption can be fun!
- Share best practices to leverage PostHog tailored to specific use cases.
### Timeline
### Structure
Here's a typical timeline, though we're flexible and can adjust to your schedule:
The current program spans over **8 weeks** and involves the following:
- **Week 1**: Initial account review and outreach
- **Weeks 2-3**: First call scheduled
- **Weeks 4-6**: Second call (if requested)
- **Weeks 7-8**: Final check-in & onboarding graduation!
- **Initial outreach** - We audit the account and share observations on current usage and optimization tips. We point out any configuration issues affecting their bill or ability to use the product properly. Our main objective is oriented towards trimming unnecessary spending, and communicating our position that [we are the cheapest for every product](/why). This step can also involve refunding/adjusting bills for misconfigurations, per our [policy](/handbook/growth/sales/refunds).
- **First online meeting** - Hands-on implementation of optimization practices. During this call, we also offer the opportunity to schedule a second meeting if the customer is willing to dive deeper into any areas.
- **Second online meeting** - This is an optional meeting for customers interested in a deeper dive into using PostHog to achieve their business goals. After they share their initial goals or KPIs, we schedule a call. More team members are welcome!
- **PostHog homework** - It’s sent in the follow-up email to reinforce concepts we covered on the call.
- **Final outreach** - A last check to ensure usage and configuration are solid. We share additional educational resources and highlight where to find ongoing help.
### Timeline (approximate)
### Your success is our success
Our customers enter the segment at different points in their journey (e.g., credits roll off, projecting a first bill). Our goal is to reach out to them within the first week since they enter our segment, schedule the first call within the second/third week, schedule the second call within their fourth/fifth week, offer homework within the fifth/sixth week, and check in with them one more time on the seventh/eighth week.
We are very flexible with the engaged customers and would often extend the onboarding window to suit their needs. Ultimately, we want to ensure that they are onboarded and happy with the product.
Here's the thing: most teams struggle with knowing *what* to track, not just *how* to track it. The first call gets you set up correctly. The second call is where the magic happens. We'll help you decide on the metrics that actually drive your business decisions and create a roadmap for using PostHog strategically.
This is where customers see the biggest ROI, and it's completely free. We highly encourage you to take advantage of it.

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contents/handbook/onboarding/onboarding-team.md
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@@ -30,7 +30,7 @@ Since we primarily focus on customers who've signed up and have a forecasted bil
### Tooling
Check out the list of [shared tools](https://posthog.com/handbook/growth/sales/sales-and-cs-tools).
Check out the list of [shared tools](https://posthog.com/handbook/growth/sales/sales-and-cs-tools).
The team-specific tools for this team are:
@@ -62,7 +62,7 @@ A supplementary view that’s great for getting a general overview of progress.
- Use our docs, and link to relevant information.
- Check the [Matching PostHog to a business type](https://posthog.com/handbook/growth/sales/utilization-by-business-type) page to understand your customers better in general.
## How to succeed
## How to succeed
### How to deal with complex technical issues

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contents/handbook/onboarding/onboarding-tracking.md
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@@ -4,7 +4,20 @@ sidebar: Handbook
showTitle: true
---
The onboarding team operates a high volume, high velocity sales pipeline with all pay-as-you-go (or YC) accounts that are forecasted to spend > $100 and are not otherwise engaged by Sales/CSM. As such, Onboarding is a linear flow moving from initial outreach to confirming the product is configured properly, ending with customers who are happy paying multiple bills. We aim to keep engagements to ~8 weeks, or 2 full billing periods, but in practice, there is some spillover depending on responsiveness.
The onboarding team operates a high volume, high velocity sales pipeline with all pay-as-you-go (or YC) accounts that are forecasted to spend > $100 and are not otherwise engaged by Sales/CSM. As such, Onboarding is a linear flow moving from initial outreach to confirming the product is configured properly, ending with customers who are happy paying multiple bills. We aim to keep engagements to ~8 weeks, or 2 full billing periods, but in practice, there is some spillover depending on responsiveness.
### Principles
Our onboarding program was created to offer necessary help, increase the value our customers get from PostHog, and assist them in achieving their business goals.
The program is guided by a few key principles:
- Help with initial configuration and billing, offer advice on usage.
- Assist customers with any technical questions they have around fitting PostHog into their stack.
- Act as strategic partners in achieving business goals.
- Adapt to varied levels of engagement while ensuring value for everyone.
- Encourage time spent in PostHog, trying things out. Adoption can be fun!
- Share best practices to leverage PostHog tailored to specific use cases.
### Stages
@@ -12,33 +25,52 @@ There are two paths for customers to progress through the onboarding process: th
These are the statuses we use to track users in the new **Onboarding Pipeline** property:
- `1. New Account` - Where new customers land when they enter the `Onboarding Lead` segment.
- `1. New Account` - Where new customers land when they enter the `Onboarding Lead` segment. During the outreach, we audit the account and share observations on current usage and optimization tips. We point out any configuration issues affecting their bill or ability to use the product properly. Our main objective is oriented towards trimming unnecessary spending, and communicating our position that [we are the cheapest for every product](https://posthog.com/why). This step can also involve refunding/adjusting bills for misconfigurations, per [our policy](https://posthog.com/handbook/growth/sales/refunds).
- `2. Onboarding Initiated` - Assigned as soon as we send out the initial outreach email.
- `3a. Engaged — Email` - Assigned as soon as a customer responds to our initial outreach email.
- `3b. Engaged — Call Booked` - Assigned as soon as a customer books a call with us.
- `3b. Engaged — Call Booked` - Assigned as soon as a customer books a call with us. During the call, we focus on hands-on implementation of optimization practices.
- `4a. Intro Call Completed` - Assigned when the first call is completed.
- `4b. Second Call Completed` - Assigned when we complete the second call, diving deeper into specific KPIs and business goals.
- `4c. Homework Offered` - Assigned only to customers who have completed a second call with us, and receive tailored homework.
- `5. Awaiting Final Outreach` - Assigned to both engaged and unengaged customers; the final stage where we review the account, and wrap up the onboarding process.
- `6a. Onboarded — No Engagement` - Assigned to customers that never engaged with us in any way.
- `6b. Onboarded — Engaged` - Assigned to those who engaged either over email or also in a call.
- `5. Awaiting Final Outreach` - Assigned to both engaged and unengaged customers 10 days before the bill's renewal. It's the final stage where we review the account, ensure usage and configuration are solid, and wrap up the onboarding process. We share additional educational resources and highlight where to find ongoing help.
- `6a. Onboarded — No Engagement` - This stage is set right after sending the final outreach. Assigned to customers that never engaged with us in any way.
- `6b. Onboarded — Engaged` - This stage is set right after sending the final outreach. Assigned to those who engaged either over email or also in a call.
- `6c. Sales Handoff` - Assigned to customers that we [hand over to sales](/handbook/onboarding/sales-handover). This can happen at any stage throughout the process.
- `6d. Churned` - Assigned to churned customers.
Stages `3a` to `4c` only happen for those customers who engaged with us over email or in a call. For those who never engaged with us, they skip immediately to `5. Awaiting Final Outreach`.
Stages `3a` to `4b` only happen for those customers who engaged with us over email or in a call. For those who never engaged with us, they skip immediately to `5. Awaiting Final Outreach`.
> Note: You may need to add this property to your views in Vitally. It's found under `Custom Traits`.
### How this is organized in Vitally
### How this is organized in Vitally via Playbooks
- [Onboarding Pipeline](https://posthog.vitally-eu.io/settings/traits/accounts) tracks the stage.
- [Onboarding Pipeline Main Workflow Playbook](https://posthog.vitally-eu.io/settings/playbooks/481c2fc5-1c52-412c-a20a-e062c9d02abc) controls setting timestamps for corresponding traits when accounts enter certain stages. These should be treated as rough estimates, as the automations that move accounts from one stage to another are imperfect.
- Additional automations use best effort to move accounts automatically from one stage to another, though they are somewhat limited by Vitally's ability to trigger on specific data.
- Accounts that end up in the Onboarding segment get `1. New Account` automatically (set in main workflow playbook)
- Accounts we reach out to — any with a convo started by Cameron, Magda, or Dan, get set to `2. Onboarding Initiated` [here](https://posthog.vitally-eu.io/settings/playbooks/754f037e-892b-435a-a189-9f3da9b922fa)
- We are working without automations for the other stages for now, as there is some complexity in actually making them update automatically based on limited Vitally triggers. This is a WIP.
#### General playbooks
We do not track timestamps for every single stage, just for the overall numbered buckets (e.g, 1. New account, 2. Contacted, 3. Responded, 4. "Onboarding in process", 5. Last touch, 6. Various completion states).
- [Onboarding Pipeline Traits](https://posthog.vitally-eu.io/settings/traits/accounts) track the stage.
- [Boost plan lead for onboarding specialist](https://posthog.vitally-eu.io/settings/playbooks/992541a3-e1cb-4e87-83c1-0b0c70ac1f7f)
- [100-500 Onboarding Segment Logic - first payment due >100 (updated 9/2/2025)](https://posthog.vitally-eu.io/settings/playbooks/92d05ad4-11d6-44c7-ae29-fa1636b74920)
- [[Onboarding Pipeline] 1. New Non-startup Account (Onboarding lead first payment due](https://posthog.vitally-eu.io/settings/playbooks/533794c1-e9dc-479c-925c-7e0487648661)
- [[Onboarding Pipeline] 1. New Startup Account (Startup lead for onboarding specialist)](https://posthog.vitally-eu.io/settings/playbooks/8fd68f0d-0b86-4b16-876f-fb8097e7bf0d)
#### Setting timestamps for each stage
- [[Onboarding Pipeline] 2. Onboarding Initiated -> set timestamp](https://posthog.vitally-eu.io/settings/playbooks/c58150a0-a6f5-43bb-a790-59fbdec6d262)
- [[Onboarding Pipeline] 3. Engaged (Email/Call) -> set timestamp](https://posthog.vitally-eu.io/settings/playbooks/b082beb9-227d-45fc-a73a-5c694688e65a)
- [[Onboarding Pipeline] 4. (Nurture) -> set timestamp](https://posthog.vitally-eu.io/settings/playbooks/d1ff7ceb-8b9f-418c-a354-be8e2325c472)
- [[Onboarding Pipeline] 6a. Onboarded — No Engagement -> set timestamp](https://posthog.vitally-eu.io/settings/playbooks/6deca76c-7a96-4675-bfdc-b9ab7ec6f7e4)
- [[Onboarding Pipeline] 6b. Onboarded — Engaged -> set timestamp](https://posthog.vitally-eu.io/settings/playbooks/1e95eb5b-a2ca-4f47-957f-acc193776a34)
- [[Onboarding Pipeline] 6c. Sales Handoff -> set timestamp](https://posthog.vitally-eu.io/settings/playbooks/df072651-3f6f-409b-892d-74cdf099a77c)
- [[Onboarding Pipeline] 6d. Churned -> set timestamp](https://posthog.vitally-eu.io/settings/playbooks/65d770f0-fe2f-48e9-9295-0cf632974c94)
#### Automations
- [[Pipeline Automation — Stage 1 -> 2] Has been contacted by Onboarding Specialist](https://posthog.vitally-eu.io/settings/playbooks/754f037e-892b-435a-a189-9f3da9b922fa) - Accounts we reach out to — any with a convo started by Magda or Dan get set to `2. Onboarding Initiated`
- [[Pipeline Automation — Stage 2 - 3] Move status from Onboarding Initiated to Call booked](https://posthog.vitally-eu.io/settings/playbooks/bbce230d-ca70-40ef-a44d-c5d338fe80f7)
- [[Pipeline Automation — Stage X - 5] Update status to Awaiting Final Outreach](https://posthog.vitally-eu.io/settings/playbooks/aa1d8ac8-a602-4906-8508-cd29e95abe60) - This status is assigned ~10 days before the next renewal date (after having gone through any other step in the pipeline)
- [sales lead - first payment due — all 2000+](https://posthog.vitally-eu.io/settings/playbooks/755bce87-458e-4ab7-b4d4-c8a63dec4ca8)
#### Other
- [Post-onboarding satisfaction survey trigger](https://posthog.vitally-eu.io/settings/playbooks/5d5c0361-5565-4d5f-89e7-21744378a2fb)
### Segments