Classify churn signals into value, effort, relationship, commercial, and fit risk.
Sort each account signal into the risk type it most directly indicates. Value proof risk Effort risk Relationship risk Commercial risk Fit risk Economic buyer asks, “What changed in our operation?” Customer repeated the same issue to three teams Original champion left and no new sponsor attended QBR Procurement requests 30% reduction after budget freeze Customer needs regulated deployment feature outside ICP Users log in, but target workflow outcome is not improving Support SLA green, but reopen rate doubles New director says they did not choose the tool Customer asks to downgrade to match current headcount Account requires one-off workflow…
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