Three SaaS companies, same starting point: the accounts existed, the process didn't. No onboarding path, no churn signal, no answer to "why did we lose that one". Each time the work was to build the operating layer under the book, then hand it to the team.
The current book is enterprise and mid-market: multi-stakeholder accounts, procurement cycles, renewals that are decided months before the date. Expansion there is argued from the customer's own usage data, not from goodwill.
