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Analyze  ·  Churn / Retention & Expansion Signals

Identify Churn Risk Signals in Active Clients

Scan your active client roster for early churn warning signs and rank them by urgency and revenue at risk.

foundermanagerIntermediate
When to use

Run this at the start of every month or quarter when you want a fast read on which retainer clients are quietly drifting toward churn. Use it before QBR prep, leadership health-check meetings, or when revenue forecasts feel softer than your pipeline suggests.

The prompt
Prompt
You are an account management lead at a digital marketing agency analyzing client health across an active retainer book.
Agency: [AGENCY_NAME] — [SERVICES]
Client health data (last 90 days):
[CLIENT_HEALTH_DATA]
Include per-client signals such as: reporting call attendance, response time on Slack/email, ad spend trajectory, project delivery slippage, invoice payment timing, leadership/POC changes, and NPS or sentiment notes.
Identify which active clients are showing churn risk signals right now. For each at-risk client, list the specific signals observed, estimate the revenue at risk (MRR x months remaining on contract), and recommend the most likely save play.

- Base every flag on a real signal present in the input — no generic SaaS churn playbook language
- Use agency-relevant signals only: missed reporting calls, dropping ad spend, slipping project delivery, late invoices, POC/leadership change, drop in engagement on shared docs, reduced scope requests
- Rank clients by urgency (red/yellow) AND revenue at risk
- Skip clients with no signals — do not pad the list
- Tie every save play to the specific signal (e.g. missed 2 reporting calls → exec-to-exec check-in, not generic "send a value email")

Markdown table: Client | Tier (Red/Yellow) | Signals Observed | MRR at Risk | Months Left | Suggested Save Play | Owner. Below the table, list the top 3 patterns you see across the book.
Variables
  • [AGENCY_NAME]Your agency name
  • [SERVICES]Core services you deliver (e.g. SEO + paid social retainers)
  • [CLIENT_HEALTH_DATA]Per-client snapshot: MRR, contract length remaining, last 90 days of call attendance, ad spend trend, project status, invoice age, POC changes, sentiment notes
Example input
Input
Agency: Northpeak Digital — SEO + paid social retainers ($8k–$25k/mo). Health data: BrightHome ($12k MRR, 4 mo left): skipped 2 of last 3 QBRs, ad spend down 40%, new CMO started Apr 1. OakRoot Legal ($8k MRR, 7 mo left): on-time payments, 100% call attendance, asked about adding content. Stellar Fitness ($15k MRR, 2 mo left): invoice 38 days late, scope reduced last month, POC stopped replying in Slack. Voss Apparel ($22k MRR, 9 mo left): all green.
Example output
Output
| Client | Tier | Signals | MRR at Risk | Months Left | Save Play | Owner |
|---|---|---|---|---|---|---|
| Stellar Fitness | Red | Invoice 38d late, scope cut, POC silent on Slack | $15k | 2 | Founder-to-founder call this week; offer 30-day pause vs full churn; uncover budget reality | Founder |
| BrightHome | Red | Skipped 2 of 3 QBRs, ad spend -40%, new CMO | $12k | 4 | Book intro + re-onboarding with new CMO; rebuild the business case in her language | AM Lead |
| OakRoot Legal | Green (expansion signal) | Asked about adding content | n/a | 7 | Send content scope + price within 5 days | AM |

Patterns across the book: (1) leadership change is the #1 leading indicator — flag every new CMO/CEO within 7 days, (2) invoice delay + scope cut together = near-certain churn, treat as emergency, (3) clients who attend QBRs almost never churn — protect that calendar invite at all costs.
Pro tips
  • Run this weekly in slow quarters, monthly otherwise — the signal-to-noise gets stale fast
  • Feed in the last 90 days only; older data hides the inflection point that matters
  • Pair the red list with a 48-hour SLA — if no save play is executed in 2 days, it's not really a save list

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