Analyze · Churn / Retention & Expansion Signals

Analyze Renewal Patterns Across Service Lines

See which of your service lines actually renew, which leak, and which earn the right to be repriced.

foundermanagerAdvanced⏱ 1-2 days of finance + accounts work
When to use
Use at the end of each quarter or before any pricing change. Especially valuable when you offer 3+ service lines and don't know which are quietly subsidizing the others. Also useful pre-acquisition diligence or before launching a new service.
The prompt
You are a head of finance and accounts at a digital marketing agency analyzing renewal performance across service lines to inform pricing and packaging.
Agency: [AGENCY_NAME] — [SERVICES_OFFERED]
Renewal history (last 24 months):
[RENEWAL_HISTORY]
Per renewal event include: client, service line(s) on the contract, MRR before renewal, MRR after renewal (or churned), price change, scope change, length of contract, tenure at renewal, account margin if known.
Analyze renewal outcomes by service line and surface where the agency renews well, where it leaks, and where pricing power exists. Tie every conclusion to numbers from the input.

- Calculate per service line: renewal rate (% of contracts renewed), avg price change at renewal, contraction rate, churn rate, avg tenure at renewal
- Treat bundled contracts as their own line (e.g. SEO+paid) — do not double-count
- Identify any service line with a renewal rate 50% of renewals took a price increase as a sign of pricing power
- No generic commentary — every insight must reference a number
- End with 3 specific packaging / pricing actions

Table 1: Service Line | # Renewals | Renewal Rate | Avg Price Change | Contraction Rate | Churn Rate | Avg Tenure. Table 2: Top 3 Leaks (line | rate | likely cause | fix). Closing section: 3 packaging / pricing actions.
Variables
  • [AGENCY_NAME] — Your agency name
  • [SERVICES_OFFERED] — All service lines
  • [RENEWAL_HISTORY] — Per renewal: client, service line(s), MRR before/after, price change, scope change, contract length, tenure, margin
Example input
Agency: Foundry & Co — SEO, paid media, web design (project), retainer creative. 62 renewal events in 24mo. SEO: 28 renewals, 24 renewed, 6 took price increase avg +12%. Paid-only: 14 renewals, 7 renewed, mostly flat price. Bundled SEO+paid: 11 renewals, 10 renewed, 5 took price increase avg +18%. Creative retainer: 9 renewals, 4 renewed, all flat. Web design auto-converted to creative retainer rarely (3 of 12 projects).
Example output
| Service Line | # | Renewal Rate | Avg Price Δ | Contraction | Churn | Avg Tenure |
|---|---|---|---|---|---|---|
| SEO | 28 | 86% | +4.3% (6 of 24 took +12%) | 7% | 14% | 16mo |
| Paid-only | 14 | 50% | 0% | 21% | 50% | 8mo |
| SEO+Paid bundle | 11 | 91% | +8.2% | 9% | 9% | 19mo |
| Creative retainer | 9 | 44% | 0% | 33% | 56% | 7mo |

Top leaks:
| Line | Rate | Likely cause | Fix |
|---|---|---|---|
| Creative retainer | 44% | Scope sold without measurable KPI, easy to cut | Tie deliverables to a campaign outcome at renewal |
| Paid-only | 50% | Performance variance + no retention layer | Require an SEO or CRO attach to sign |
| Web→Creative conversion | 25% | No conversion motion built | Build a 60-day post-launch handoff to creative |

Actions: 1) Sunset paid-only as a standalone offer — require SEO or CRO attach. 2) Raise SEO+paid bundle price 10% on next renewals — pricing power is proven. 3) Productize a "post-launch growth" package to convert web design projects to retainers.
Pro tips
  • Always look at renewal rate AND price change together — high renewal at flat price often hides discount-to-save
  • Bundled service lines are usually your highest-LTV product — name them, price them, and sell them as the default
  • Any service line under 60% renewal is signalling either a sales problem or a delivery problem — diagnose before repackaging
Works with
ClaudeChatGPTGemini
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