Three weeks ago I told you churned accounts outperformed every other "warm" segment we had at Movable Ink including higher conversion, higher win rates, higher ACV, higher retention, and almost no sales activity working them.
Two weeks ago I gave you the exact filter that turned that insight into pipeline: churned since a specific date, previous ARR above a threshold, no open opportunities, a churn reason that wasn't a hard no.
Last week I showed you the shape of the full system without the detail inside it.
Today is Sunday, and here’s the entire playbook.
What's actually inside
The first half is the CRM audit are the exact fields I check before I let a churned account back into an active motion.
Date of churn. Tenure before churn. Previous ARR. Churn reason, both the dropdown and the actual CS notes underneath it and the dropdown tells you what happened, the notes tell you why. Product usage right before they left. Whether the original champion is still at the company. Open opportunities, so you're not stepping on an active deal.
Skip this audit and you're running a win-back motion against accounts that were never coming back. Do it right and you're sitting on the highest-intent list already sitting in your CRM.
The second half is the execution framework. Seven steps, in order:
Prioritize one churn cohort
Select accounts for a 1:Few and 1:1 split
Curate win-back messaging by churn reason
Map the buying committee; champion still there, or a new stakeholder
Activate the right channels
Set the KPI cascade
Run the operating cadence with Sales and CS
Step 6 isn't a guess.
You’re forecasting your success using real internal benchmarks.
As an example, assuming the # of accounts is 100 + guesstimating CVR metrics:
80 Accounts reached (goal is 80%)
32 Accounts engaged (goal is 40%)
10 Meetings booked (goal is 10%–15%)
7 Opportunities created (goal is 70% CVR)
$700k Pipeline created (goal is $100k ACV)
$128k Revenue won (goal is 18% CVR)
If you grab it and something doesn't map cleanly onto your CRM, hit reply. I'll help you adapt it.
What did you think about this week's newsletter?
