Make your CRM explain churn.
Get the start dates, churn reasons and renewal terms into your CRM, years of history included, and keep them filled.
Book a scoping call
Starts with the free 30-minute call. One fixed price, usually $10,000 to $20,000, agreed before any work starts. If you've done the Retention Rundown, its fee credits toward this.
| Field | In the CRM | Filled in |
|---|---|---|
| Customer start date | Yes | 64% |
| Churn reason | Yes | 22% |
| Renewal date | Yes | 81% |
| Contract term | Missing | n/a |
| CSM owner history | Missing | n/a |
| Segment and tier | Yes | 93% |
Finding: churn reason is filled on 22% of lost accounts, and most entries say “Other”. Nobody can report why customers leave.
The fields most teams are missing.
Every dashboard, health score and AI tool you add later is only as good as these.
- Start date and tenure
- Churn almost always clusters by tenure. Without a reliable start date you can't see that first-year accounts are the ones leaving.
- Churn reason codes
- A short, controlled picklist filled in when an account is lost, instead of a free-text box that says "budget" or nothing at all.
- Renewal date and contract term
- The renewal radar, the forecast and the board's GRR all start here. Most CRMs hold it on a few deals and nowhere else.
- Owner history
- Who managed the account, and when that changed. Handoffs between CSMs are one of the quietest churn signals you have.
- Segment and tier
- One agreed definition, stamped on every account, so finance and CS split the same numbers the same way.
- Health inputs
- Usage, support volume and survey scores joined to the account, so a health score is built on data rather than a CSM's mood.
How the sprint runs.
Five steps. Each one depends on the last.
- AuditEvery field retention reporting needs, checked for whether it exists, how often it's filled and whether anyone trusts it.
- DefineA short data dictionary: what each field means, who fills it in and when. Agreed with CS, sales and finance before anything changes.
- BackfillHistory rebuilt from billing records, contracts, tickets and old exports, so your reporting starts with years of data instead of none.
- EnforcePicklists, validation rules and required fields at the moments that matter, like closing a renewal or marking an account lost.
- ReportYour first retention report on clean data, so the team sees what the new fields are for on day one.
What you keep.
Run by Adam: 12 years running CX operations and $100M+ in ARR retained and grown, most recently at a PE-backed SaaS company.
- A data dictionary your whole company can read.
- New fields, picklists and validation rules, live in your CRM.
- Years of history backfilled into those fields.
- A first retention report built on the clean data.
- A short training session for the people who fill the fields in.
Fix the data once.
Book a scoping call
Not sure what your data looks like? Start with the Retention Rundown.