The Challenge
A subscription business cannot be managed like a pipeline of one-off deals. The team needed visibility into every account's lifecycle — trial, activation, renewal — with usage signals that show who is at risk before they cancel.
Our Approach
We built a CRM modeled on the subscription lifecycle instead of the sales funnel: each account carries its plan, usage, and engagement data, renewals are tracked as pipeline items, and risk alerts surface accounts that need attention.
What We Built
Subscription Lifecycle Tracking
Every account tracked from trial through activation, renewal, and expansion.
Usage & Engagement Signals
Product usage data attached to accounts, not stored in a separate tool.
Renewal Pipeline
Upcoming renewals managed with the same rigor as a sales pipeline.
Churn Risk Alerts
Dropping engagement triggers an alert while there is still time to act.
Billing Integration
Plan and payment data synced so the CRM always shows the current commercial state.
Account Health Scores
A single score that tells the team where to spend attention.
The Outcome
Renewals are now managed proactively instead of discovered late. The team sees risk months early, acts on accounts that are slipping, and tracks every expansion opportunity against the product data that drives it.
Key Results
- Proactive Renewals — Every renewal has an owner and a date before it is at risk.
- Early Risk Signals — Engagement drops surface as alerts, not surprises.
- Data-Driven Expansion — Upsell opportunities are backed by usage evidence.
