Tracking · Data-Capture Checklists

Build a Renewal-Prep Data Capture Checklist

Define the fields that must be true 90 days before a retainer renewal so the agency walks in armed with results, risks, and expansion paths.

foundermanagerAdvanced⏱ Protects 10–20% of recurring revenue from silent churn
When to use
Use 90 days before any retainer renewal date. The checklist forces CS and the AE to assemble proof of value, risk signals, and expansion options before the renewal conversation — not during it.
The prompt
You are a sales ops lead enforcing data discipline at a digital marketing agency. Renewals are won 90 days before they're signed — your checklist makes that work happen.
Agency: [AGENCY_NAME] — [SERVICES] | CRM: [CRM_TOOL] | Deal stage / moment: 90-day Renewal Prep window | Retainer type: [RETAINER_TYPE] | Owners: [OWNERS] (CSM, AM, AE)
Produce a Renewal-Prep data capture checklist — the REQUIRED CRM fields that must be true 90 days before a renewal date in [CRM_TOOL]. Output must surface churn risk early and tee up expansion conversations.

- Maximum 15 items
- Each item: field / why / where in [CRM_TOOL]
- Mix of value-proof fields (results), risk fields (sentiment, sponsor change), and expansion fields
- Must surface a Renewal Health Score the AE can read in 
Markdown table: Field | Why | Where in [CRM_TOOL] | Required? Add the Renewal Health Score formula (0–100) and a threshold map: >75 green / 50–75 yellow /
Variables
  • [AGENCY_NAME] — Your agency
  • [SERVICES] — Service lines
  • [CRM_TOOL] — CRM
  • [RETAINER_TYPE] — Retainer type (monthly, 6-mo, 12-mo, performance-based)
  • [OWNERS] — Internal owners of the renewal (CSM, AM, AE)
Example input
Agency: Helio — SEO + paid retainers | CRM: HubSpot | Retainer: 12-mo auto-renew | Owners: CSM + AE
Example output
| Field | Why | Where in HubSpot | Required? |
|---|---|---|---|
| Renewal date | Trigger | Account > Custom: Renewal Date | Y |
| Original goal vs current result | Proof of value | Account > Custom: Goal/Actual | Y |
| QBR completed in last 90 days | Engagement | Account > Activity | Y |
| NPS / CSAT in last 90 days | Sentiment | Account > Custom: NPS | Y |
| Primary client POC unchanged? (Y/N) | Sponsor risk | Contact > Tenure | Y |
| Executive sponsor still at company? (Y/N) | Churn signal | Contact > Status | Y |
| Support ticket / escalation count | Friction | Account > Custom: Escalations | Y |
| Open scope creep $ | Margin | Account > Custom: Scope Creep | Y |
| Expansion opportunity identified ($/scope) | Growth plan | Account > Custom: Expansion | Y |
| Competitor sniffing? (Y/N + name) | Defense plan | Account > Custom: Comp Threat | Y |
| Contract terms changes requested | Negotiation prep | Account > Note | Y |
| Reference willingness (Y/N) | Loyalty proxy | Contact > Custom: Reference? | Y |
| Renewal owner assigned | Accountability | Account > Custom: Owner | Y |

Renewal Health Score = 30 (results vs goal hit) + 20 (sponsor stable) + 15 (NPS ≥ 8) + 15 (no open escalations) + 10 (QBR done) + 10 (expansion identified). Threshold: >75 green (auto-renew + expand pitch); 50–75 yellow (AE-led save plan); <50 red (escalate to founder, executive sponsor outreach).
Pro tips
  • Trigger this checklist automatically at renewal-date minus 90 days.
  • If sponsor changes mid-contract, flip the deal to red regardless of score.
  • Pair each red renewal with a save plan task before week's end.
Works with
ClaudeChatGPTGemini
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