Churn prevention and account expansion is more critical than ever in today's environment. Rallying a globally distributed GTM org around identifying the biggest product risks and actually have the data to influence the roadmap to solve this challenge is incredibly difficult. While it certainly isn't a science, Twine can help gather the right data so everyone is on the same page and can have a thoughtful discussion every quarter of the biggest issues and risks.

Twine allows you to map your custom CRM properties into our platform. We recommend all of our customers map their customer segmentation data, regions, and opportunity type. While every business has it's unique way of structuring their data, we've found through our interviews and working with customers that they are quite important to include. By including them you'll have a much more robust data set as the data will flow through to every call, customer page, and digest created.

Once your CRM data is mapped, you can create some powerful digests. In this case, we'll focus on create a renewal risk report. The digest should be configured to looking at Urgent blockers ranked by opportunity value, and scoped to open opportunities from existing business. If you want to scope it further, you can add a particular segment (e.g., Enterprise) or region (e.g., EMEA) to have a deeper dive into more focused slices of your customer base. However, when reviewing with the whole product team and leadership, we recommend including all renewals from managed customers to you get a true comprehensive view of the customer base.

Once created, everyone will have a set of data delivered every quarter during quarterly planning to review. Top themes will be ranked by impacted ARR and will include clips of everything customers have said about each theme throughout that quarter. This helps bring the customer truly into these meetings and drive the right focus across the functions.

At Twine we believe strongly in reducing the number of meetings teams are required to have, but we know that some are still necessary and important. If you're going to have a quarterly meeting to review churn risk and expansion opportunities, you'll be far more successful if everyone is operating from the same data and context. In our experience the main issues arise from asymmetric knowledge or data, especially across teams. Now that everyone is armed with the biggest themes ahead of the meeting, with actual customer clips to watch and learn from, the likelihood of a great outcome is much higher. The best companies are always finding ways to improve this and allow their product and GTM team's to speak in a common language about their strategy and customers, and we're excited how Twine can help enable this culture.