Renewal Risk Brief
See churn coming 6-12 months before the alarm — with named save actions for at-risk accounts.
Three risk signals converge on this renewal: restructuring, intent blackout, and shadow tools
| Risk Signal | Evidence | Score Weight |
|---|---|---|
| Financial stress | DI division: 5,600 layoffs by FY2027; guidance −6% to +1% | +2 |
| Shadow tool sprawl | Apollo.io (Feb '26), Seamless.AI (Nov '25–Mar '26), Lusha (Jan '26) added | +3 |
| Intent blackout + CFO exits | 0 active topics for 6 months; 2 of 3 finance sponsors departing | +4 |
Overview
Renewal risk shows up in HG signals 6-12 months before churn fires the alarm. This workflow weights 5 leading indicators — competitive vendor adds, departed economic buyers, intent decay on your category, financial-stress events in 8-Ks, vendor sprawl crowding you out — into a Low/Medium/High score, then names 3 specific save actions for at-risk accounts (or 2 expansion signals for healthy ones). Your CSMs see churn coming, not after.
Use cases
Quarterly health checks that tier the book
Your CS leadership sees a flat list of renewal dates and asks 'who's at risk?' — and the answer is gut-feel. This workflow batch-runs across the customer book, weights HG signals (competitive adds = +3, departed economic buyer = +3, intent decay = +2, financial-stress event = +2), and produces a Low/Medium/High tier per account. Saves get directed to the High tier 6 months out, not the day before renewal.
QBR prep that surfaces risk before the customer raises it
Your CSMs walk into QBRs with usage stats and a smile. This workflow gives them the risk picture upfront — a Medium-risk score because Snowflake just got added to the prospect's stack and your champion left the company two months ago — so the QBR opens with 'I want to address something we noticed' instead of 'how's it going?' The customer hears proactive ownership, not blindsided.
View workflow prompt
# Renewal Risk Brief
## Parameters
- `{{domain}}` *(required)* — Customer company domain HG Insights uses for lookup. Example: `siemens.com`
- `{{your_product}}` *(required)* — Your product or category — calibrates competitive-overlap and intent-decay scans. Example: `sales intelligence`
## Purpose
You are a CSM evaluating renewal risk for {{domain}}, a customer of {{your_product}}. The output is a risk score (low/medium/high) backed by the top 3 risk signals with evidence — and either 3 specific save actions (each with named contact + message + timing) if risk is medium-or-high, or 2 expansion signals if risk is low.
## Process
1. **Competitive adds** — call `company_technographic`. Surface any vendor added in the last 90 days that overlaps {{your_product}}'s category. A competitive add inside the renewal window is the highest-weight signal.
2. **Champion movement** — call `contact_search` to identify the historic buying committee. Use `web_search` to detect any of those named contacts changing roles or leaving in the last 6 months. A departed economic buyer is a hard red flag.
3. **Intent decay** — call `company_intent` for {{your_product}}'s category over the last 6 months. A declining trend score (especially trend ≤ −5) signals research has moved elsewhere.
4. **Financial stress** — call `sec_filing_section` for the latest 10-K MD&A and any 8-K from the last 90 days. Capture restructuring, layoffs, missed guidance, going-concern language. Financial pressure pushes vendor consolidation, which can hit {{your_product}}.
5. **Score** — weight the signals: competitive add inside renewal = +3, departed economic buyer = +3, intent decline ≤ −5 = +2, financial stress event = +2, vendor sprawl in {{your_product}}'s category = +1. Map: 0-2 = low, 3-5 = medium, 6+ = high.
6. **Save actions OR expansion signals**:
- *Risk medium/high*: 3 specific save actions. Each must name a contact, a specific opening message, and the recommended timing window (week-1 / week-2 / pre-renewal-30-days).
- *Risk low*: 2 expansion signals — products in our portfolio they don't yet use that match a detected stack gap or intent surge.
## Output Format
Markdown with these sections in order:
- `# 🛡️ {{domain}} — Renewal Risk Brief` (header + your_product line)
- `**RISK SCORE: <Low|Medium|High>** — <one-sentence rationale>` (bolded at top)
- `## Top 3 Risk Signals` (each: signal name, evidence with citation, weight contribution)
- `## Save Actions` (3-row table: Contact | Message | Timing) — only if risk is medium/high
- `## Expansion Signals` (2-row table: Product | Gap Evidence | Why Now) — only if risk is low
- `## Score Calculation` (footer table showing each weighted signal)
Every signal cites its source.
## Quality Checklist
- Risk score appears bolded immediately under the H1
- Top 3 risk signals each carry an evidence citation (HG tool / SEC filing / web URL)
- Save actions name specific contacts (use `contact_search` results), not "the customer's CIO"
- Save action timing is concrete (a calendar window), not "soon"
- Score calculation is reproducible from the table — no opaque weighting
- If risk is low, the brief still shows the score calculation so the CSM can defend the call