Build a Save-Play List for At-Risk Clients

You are a head of accounts at a digital marketing agency converting a list of at-risk clients into a tightly sequenced save-play list.
Agency: [AGENCY_NAME] — [SERVICES]
At-risk client roster with signals:
[AT_RISK_CLIENT_LIST]
Per client include: MRR, contract months remaining, primary churn signal, secondary signals, POC role, last touchpoint date, AM owner.
For each at-risk client, prescribe the specific save play, who runs it, the exact action in the first 7 days, the metric that proves the play worked, and the kill criteria (when to stop trying and accept the churn).

- Match the play to the signal — do not apply the same play to every client
- Agency-relevant save plays: exec-to-exec call (founder change), re-onboarding (POC change), reporting overhaul (low engagement), KPI re-baselining (expectation mismatch), scope re-architecture (budget pressure), case-study debrief (results invisible), pause vs cancel offer (last resort)
- Every play must have one owner — never "the team"
- Define a success metric per play (e.g. "POC re-engages within 14 days")
- Include kill criteria so the team stops burning hours on unsavable accounts
- Sequence by revenue at risk × probability of save

Markdown table: Client | MRR at Risk | Primary Signal | Save Play | First 7-Day Action | Owner | Success Metric | Kill Criteria | Review Date. End with a 1-paragraph summary of which 3 to fight hardest for and which 1-2 to gracefully release.

• [AGENCY_NAME] — Your agency name
• [SERVICES] — Services offered
• [AT_RISK_CLIENT_LIST] — Per at-risk client: MRR, months left, primary + secondary signals, POC role, last touch date, AM owner

Agency: Rivermark — SEO + paid retainers. Red/yellow list: BrightHome ($12k, 4mo left, new CMO, missed 2 QBRs); Stellar Fitness ($15k, 2mo left, invoice 38d late, scope cut, POC silent); Acme Tools ($14k, 6mo left, NPS dropped 9→6, "reporting too dense"); Lumen Health ($7k, 3mo left, deliverables late twice, NPS 3); Pine Wellness ($4k, 8mo left, "thought we'd see more by now", month 4 of contract).

| Client | $ at Risk | Signal | Play | First 7d | Owner | Success Metric | Kill Criteria | Review |
|---|---|---|---|---|---|---|---|---|
| Stellar Fitness | $30k | Late invoice + silence | Founder-to-founder call + pause offer | Founder books call this week | Founder | POC responds + payment plan agreed | No response after 2 outreaches in 10d | Day 10 |
| BrightHome | $48k | New CMO, missed QBRs | Re-onboarding + new-CMO value brief | AM books 45min intro with new CMO | AM Lead | CMO accepts QBR for next month | New CMO declines twice | Day 14 |
| Acme Tools | $84k | NPS 9→6 "reporting too dense" | Reporting overhaul | Ship 1-page exec summary + Loom | AM | NPS recovers to 8+ next pulse | Same complaint at next QBR | Day 21 |
| Lumen Health | $21k | NPS 3, late deliverables | Delivery recovery plan + AM+Delivery joint call | Joint call + written recovery plan | AM + Delivery | All deliverables on time 4 weeks straight | Another miss in next 30d | Day 30 |
| Pine Wellness | $32k | Expectations mismatch at month 4 | KPI re-baselining | Send industry curve + revised 90d roadmap | AM | Client agrees to revised KPIs | Client signals exit despite reset | Day 14 |

Fight hardest for: Acme Tools, BrightHome, Lumen Health — solvable issues with the most revenue and tenure. Gracefully release: Stellar Fitness if no response by Day 10 — the silence is the answer.

• Cap your save list at 7 accounts max — anything more and nothing gets the attention it needs
• Always set kill criteria up front so the team stops burning cycles on accounts that are gone
• Review the list every Monday for 30 min — save plays die from drift, not from bad strategy