Hi Jared! Full disclosure, I'm on the Customer Success team at ChurnZero - so that's the perspective I'm coming from in answering your questions. :) As and mentioned, Segments are definitely the 'building blocks' of ChurnZero, and it's something we will put a pretty constant focus on throughout the implementation process. I also second Daniel's comment on Plays - the automation is really powerful, and Plays isn't something you'll necessarily want to set and leave -- we'll work together to make sure ...