Leveraging Premortems for Your Client Onboarding

B2B customer onboarding is a critical phase in establishing long-term, successful client relationships. However, onboarding failures can lead to client frustration, inefficiencies, and even early churn. One proactive way to mitigate these risks is by using a premortem—a strategic exercise where teams assume a process has failed and work backward to identify potential causes and solutions before issues arise.

Explore how B2B companies can leverage premortems to create a seamless onboarding experience, reduce risks, and ensure customer success from the start.

What is a Premortem?

A premortem is the opposite of a postmortem. Instead of analyzing why a project failed after the fact, a premortem imagines failure before it happens and allows teams to anticipate and address potential issues in advance.

How a Premortem Works:

1. Assume Failure – The team envisions a worst-case scenario where onboarding has completely failed.
2. Identify Causes – Brainstorm all possible reasons why this failure might have happened.
3. Develop Preventative Measures – Strategize solutions to mitigate these risks before they occur.
4. Implement Safeguards – Apply the insights to strengthen the onboarding process.

By using this method, B2B companies can proactively address hidden risks and build a resilient and efficient onboarding framework. At Engage we always think of this a as a blend of art and science to drive success. 

Why Use a Premortem for B2B Customer Onboarding?

Onboarding is one of the most crucial touchpoints in the customer journey. Research suggests that companies with a well-structured onboarding process see higher customer retention and satisfaction. However, when onboarding is inefficient or unclear, it can lead to:

• Client frustration due to unclear expectations
• Poor engagement from the customer’s team
• Delays in implementation and value realization (related: Engage Article on B2B Onboarding Metrics)
• Early customer churn due to dissatisfaction

A premortem ensures that teams address these risks before they occur, leading to a smoother, more effective onboarding experience.

Applying the Premortem Process to B2B Customer Onboarding

Step 1: Assume Failure

Start by imagining that it’s three months after onboarding a new client, and the relationship has completely broken down. The client is unhappy, communication has failed, and they are considering canceling the contract.

Ask the team: What went wrong?

Dig Deep: When a reason is explained deep dive to ensure all possible cases are covered

Step 2: Identify Possible Causes of Failure

Common onboarding failures in B2B environments often stem from:

• Poor Sales Handoff – Poor communication and sales handoffs (include sales reps in the internal premortems)
• Unclear Expectations – The client didn’t fully understand timelines, deliverables, or their role in the process.
• Lack of Personalization – A generic onboarding approach didn’t align with the client’s industry, goals, or pain points.
• Poor Communication – Inconsistent updates, missed follow-ups, or lack of transparency caused confusion.
• Inefficient Processes – The onboarding process was slow, disorganized, or required too much effort from the client.
• Lack of Internal Alignment – Sales, implementation, and customer success teams weren’t fully prepared or aligned.
• Failure to Deliver Early Wins – The client didn’t see immediate value, leading to disengagement and doubt.
• Technology/Access Issues – Clients faced difficulties accessing tools, platforms, or key resources.
• Activation and Training - Users not setup for success - missed expectations

Step 3: Develop Preventative Measures

Once the team has identified potential failure points, the next step is to proactively implement solutions to prevent these risks.

Set Clear Expectations Early

• Provide a detailed onboarding roadmap outlining key milestones.
• Define success criteria with measurable goals.
• Communicate who is responsible for each step in the process.

Customize the Experience

• Tailor onboarding based on the client’s industry, size, and objectives.
• Provide role-based training so different stakeholders receive relevant information.

Improve Communication

• Assign a dedicated account manager to oversee onboarding.
• Schedule regular check-ins to ensure clients stay engaged.
• Provide clear documentation and self-service resources to answer FAQs.

Streamline Processes

• Automate repetitive onboarding tasks to reduce client effort.
• Provide a centralized onboarding portal for easy access to information.
• Reduce unnecessary steps to speed up implementation.

Align Internally

• Ensure sales, implementation, and customer success teams are fully aligned on the client’s needs before onboarding begins.
• Hold internal kickoff meetings to establish a clear action plan.

Deliver Quick Wins

• Identify a small but impactful success the client can achieve in the first 30 days of onboarding and launch.
• Showcase value early to build confidence in the product/service.

Ensure Seamless Visibility and Access

• Provide a centralized environment like ProteusEngage to ensure visibilty, accountability and process execution.
• Share mutual plans and continuous updates based on the dynamic nature of the onboarding.

Step 4: Implement Safeguards for Future Onboardings

To ensure ongoing success, it’s important to track and measure the effectiveness of the onboarding process.

• Assign clear roles and responsibilities for onboarding success.
• Set up feedback loops to catch and resolve issues early.
• Monitor key indicators such as client engagement, support requests, and milestone completion.
• Post launch conduct 30-day and 90-day reviews to refine the onboarding process and project success.

By proactively addressing these areas, B2B companies can increase client satisfaction, reduce churn, and build stronger relationships from day one.

How a Premortem Drives Elements Mutual Plan Success

One of the best ways to leverage and operationally activate a premortem in B2B onboarding is through mutual success plans. A mutual plan is a collaborative agreement between the business and the client that clearly outlines:

• Shared Goals – A common objective that both parties work toward.
• Defined Responsibilities – Clear roles for both the client and the company.
• Timeline and Milestones – Key deadlines and progress checkpoints.
• Transparency and Accountability – Open communication throughout the process.

By combining premortems with mutual success plans, teams can align expectations, avoid common pitfalls, and ensure a more seamless onboarding experience. Great resource on how mutual plans drive b2b onboarding success:

Leveraging a premortem approach for B2B customer onboarding is an effective way to proactively address risks, optimize processes, and enhance the client experience. A strong onboarding process sets the foundation for long-term success. 

By incorporating premortems, businesses can stay one step ahead, ensuring that every new client has a seamless and engaging experience from the start.