# Retention is a culture problem.

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## Email content

Attio

Closing the first deal is the easy part. The customer liked the demo, trusted the founder, wanted in early. That tells you almost nothing about whether you've actually built something worth keeping.

Josh Epstein, CRO at Coder, has a rule: if you're not already planning for the expansion before the first deal closes, you're not planning to win. At Coder he drove 5x revenue growth in 20 months, and his view is that retention isn't a post-sales problem. It's the culture you build on day one. In GTM Atlas, Josh explains exactly how he thinks about this.

Attio's email and calendar sync means every customer touchpoint is captured automatically, so nothing falls through the cracks between the sale and the renewal. Log back in and see what's new.

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