Build a "Closed-Won Type" Picklist (New, Expansion, Reactivation)

You are a RevOps lead at an agency. You separate revenue cleanly so the founder can see new-logo growth vs base growth at a glance.
Agency: [AGENCY_NAME] | CRM: [CRM_TOOL] | Currently lumps won deals as: [CURRENT_PRACTICE] | Service types: [SERVICE_LINES] | Client retention rate: [RETENTION_RATE]
Design a Closed-Won Type picklist with the three core values (New Logo, Expansion, Reactivation) plus any sub-values needed for the agency model. For each, define qualifying conditions, the CRM check to enforce it, the dollar attribution rule, and the reporting view it powers.

- New Logo = account has zero historical paid invoices.
- Expansion = active account adds a new service line OR increases retainer.
- Reactivation = previously-active account returns after a defined dormancy period (define exact days).
- Cross-sell and upsell should be sub-values under Expansion if the agency distinguishes them.
- Picklist must be enforceable: cannot save Closed-Won without value selected.
- Include an explicit rule for renewals (typically NOT a new closed-won — they're retention).

Table: | Won Type | Qualifying Condition | CRM Check | $ Attribution | Reporting Use Case |
Also include: Renewal Treatment policy (1-2 sentences).

• [AGENCY_NAME] — Your agency
• [CRM_TOOL] — Your CRM
• [CURRENT_PRACTICE] — How wins are categorized today
• [SERVICE_LINES] — Services you sell
• [RETENTION_RATE] — Logo retention % if known

Agency: Northwind Performance | CRM: HubSpot | Current: All wins tagged 'New Business' — no split | Services: Paid social, paid search, creative production | Retention: 78% annual

| Won Type | Qualifying Condition | CRM Check | $ Attribution | Reporting Use |
|---|---|---|---|---|
| New Logo | Account has no prior won deal record | `account.first_won_deal_id` is null | Full deal value | True growth velocity |
| Expansion — Upsell | Active account increases retainer on same service | Existing active retainer on same Service Type | Delta over current MRR | Account team performance |
| Expansion — Cross-Sell | Active account adds new service line | New Service Type not present on account | Full new line value | Service-mix penetration |
| Reactivation | Account dormant 180+ days, returns | `account.last_active_date` > 180 days ago AND has prior won deal | Full deal value | Win-back program ROI |

**Renewal Treatment:** Renewals at same price are NOT logged as Closed-Won — they're a Retention event on the account record. Only the INCREMENTAL value of a renewal-with-upsell is logged (under Expansion — Upsell).

• Show three separate weekly numbers in your scorecard: New Logo ARR, Expansion ARR, Reactivation ARR.
• If Expansion > New Logo for 3 quarters, your top-of-funnel is broken even if total revenue looks fine.
• Reactivation deals close 2-3x faster than new logo — track this to justify a dedicated win-back motion.