Activation is broken: why most SaaS teams get it wrong and how to fix it
If activation feels fuzzy in your company, you’re not alone. In fact, Rodrigo Fernandez has seen the same pattern across hundreds of SaaS businesses: growth teams get handed “increase activation,” but no one actually owns what activation means, how it’s defined, or how it’s measured. And when activation isn’t owned, it becomes a committee decision. It turns into noise. And your product data stops being useful.