Build a customer health score
Combine spend trend, campaign performance, engagement, product adoption, support issues, payment history, and rep activity to identify accounts at risk before renewal.
Reduce churn
KPI: Customer / revenue retention · Reduce churn by x%
- KPI
- Customer / revenue retention
- Levers
- Visibility · Engagement · Performance · Diversification · Renewal discipline
- RevOps tasks
- 9 actions
- Leading indicators
- At-risk revenue · Renewal coverage · Products per customer · Spend trend · Campaign issues
- Target outcome
- Higher gross revenue retention, lower churn
Revenue you keep from advertisers who are already buying — measured as spend retained, not just customers retained. Churn shouldn't only mean "we lost them". In a diversified portfolio a $100K advertiser dropping to $30K hurts nearly as much as losing a smaller one outright, and most systems never register it as churn at all.
How you actually get there
Grouped by the phase it belongs to. Flag anything that is a real problem for you as you read. That is what builds your plan, so there is no long questionnaire at the end.
BuildConfiguration, data architecture, integration.
Create a formal renewal pipeline
Treat renewals like opportunities, with renewal dates, expected revenue, probability, owner, next step, and risk status visible 60–120 days in advance.
Identify spend decline early
Trigger alerts when customer spend, order frequency, campaign volume, or share of wallet drops materially versus prior periods.
Create at-risk customer workflows
Automatically generate tasks and escalation paths when campaigns underperform, delivery issues occur, complaints increase, or customer engagement declines.
ExecuteMigration, training, adoption.
Increase product penetration
Track how many products and channels each advertiser buys, and create cross-sell plays that move single-product customers into broader, stickier relationships.
Prove value consistently
Standardize campaign reporting and business reviews around outcomes rather than impressions or delivery: leads, traffic, conversions, store visits, audience growth, or whatever the customer's own KPI is.
RunMaintain, extend, improve.
Improve campaign and fulfillment experience
Track operational friction — late launches, missing creative, make-goods, billing disputes, reporting delays, fulfillment errors — that often becomes a hidden driver of churn.
Establish strategic account cadence
Require regular business reviews for higher-value customers to discuss performance, upcoming goals, new opportunities, and renewal planning before the contract is at risk.
Measure and learn from churn
Standardize churn reason codes and analyze regularly by rep, market, product, customer segment, tenure, and revenue size to find the systemic problems.
The distinction that makes it actionable
Logo churn
The advertiser leaves entirely.
The only kind most CRMs record.
Revenue churn
The advertiser stays but reduces spend.
Usually invisible until the year-end number lands.
Product churn
The advertiser drops one channel or product while keeping others.
The leading indicator of the other two, and the one a diversified portfolio can act on.
What leadership reads
Gross revenue retentionShare of prior-period revenue retained from the same advertisers, before any growth. The only number that catches a $100K advertiser dropping to $30K.
Net revenue retentionRetention including growth from existing advertisers. Read alongside GRR to separate holding on from growing.
Churn concentrationShare of lost revenue coming from the largest advertisers — a volume problem or a key-account problem.
Leading indicators
What moves before the KPI does.
At-risk revenueRevenue attached to accounts below the health-score threshold, as a share of the book.
Renewal coverageShare of upcoming renewals with an owner, a date and a next step logged 60+ days out.
Products per customerAverage count of distinct products or channels per active advertiser.
Spend trendPeriod-over-period change in spend per account, flagged at a material threshold.
Campaign issuesRate of late launches, make-goods, delivery shortfalls and billing disputes per account.
What we’d need to know
Answer what you can. The blanks are as useful to us as the answers. They are usually where an assessment starts.
01Which of your accounts is quietly disengaging right now — and what told you?
02Do you measure product churn at all, or only logo churn?
03How many days before a renewal does anyone first look at it?
04When a campaign underperforms, what happens automatically — and what depends on someone noticing?
05What share of your advertisers buy more than one product from you?
Next
Next: Reduce time to close That’s reduce churn. Now time to close.
One more outcome to walk through before we build the plan.