success

Churn signals — ranked by urgency

Champion left or went quiet (the #1 killer — re-establish coverage within two weeks) · usage decline ≥30% over 30 days · seats bought vs seats active gap widening · renewal-adjacent silence (unanswered outreach in the 90-day window) · a competitor mentioned in tickets · sponsor-level org change (new exec = re-sell the value). Every signal maps to a play with an owner and a date — a flagged risk without a next step is just anxiety.

Save plays

Diagnose before medicating: is the problem value (never reached it), usage (reached, then drifted), relationship (people changed), or budget (value fine, money gone)? The play differs: value → restart onboarding on their outcome; usage → workflow re-embed with their team; relationship → multi-thread and re-sell up the chain; budget → right-size honestly (a smaller live account beats a churned logo, and honesty here buys the win-back). Discounts are the last lever, not the first — a discount that papers over absent value churns anyway, a year later and cheaper.

QBR / business review prep

Their outcomes, not our features: what they wanted → what the data shows → gaps and the joint plan → what's coming that maps to their goals. Deck-ready summary with the customer's numbers in it. If there's been no measurable value, the QBR says so and becomes a recovery plan — customers respect honesty and smell theater.

Renewals and expansion

Renewal prep at T-90: health verdict, value evidence assembled, risks with plays running, pricing-change context. Forecast in three honest buckets: safe / at-risk (with the risk named) / likely-lost (with the lesson). Expansion is timed by value evidence (usage at plan ceiling, new team asking, outcome achieved), never by our quarter-end — pushing expansion on an unhealthy account converts one churn into two.