The 90-60-30 Triage: Auditing a Renewal-Risk Account List

Marketing Academy · Field Work●Product Marketing

All projects·From: Renewal Marketing: Messaging for Contract Renewal Season

MiniAudit· 25 minutes

Mailchimp

Objective: Given a synthetic 20-account renewal list with renewal dates and last-contact dates, apply the lesson's day-90/60/30 structure to flag which accounts are already overdue for a health check.

You're on the retention marketing team at Mailchimp, reviewing renewal readiness across 20 mid-market accounts whose contracts end this quarter.

Compute days-to-renewal and days-since-last-contact for every account, then flag anyone inside the day-90 window with zero logged contact as an urgent health-check.

Before you start

What you'll need

Free path (everything below is enough to finish)

Google Sheets

FreeCompute days-to-renewal and days-since-last-contact, filter and sort the triage list

Free, no account friction, handles a 20-row export easily

The process

1 step

Step 01 of 01

Timing renewal outreach to the 90/60/30-day structure

The lesson's structure is day-90 internal health check, day-60 value conversation (QBR), day-30 commercial close, and it has to flex around the customer's own budget-planning window, not just your contract date.

Of the 20 accounts, 6 are inside 90 days of renewal with no logged contact since their last QBR. Which accounts get triaged first, and why does 'no contact' matter more than 'days remaining' alone?

Google Sheets— Import the account export, freeze the header row, add computed columns for days-to-renewal and days-since-last-contact.

Procedure

Import the 20-row export and freeze row 1
Add a days-to-renewal column: renewal_date minus today
Add a days-since-last-contact column: today minus last_contact_date
Filter to days-to-renewal <= 90 AND days-since-last-contact > 30
Sort the flagged rows by days-to-renewal ascending

Sample output

URGENT HEALTH CHECK (6 accounts, sample)
  Acct-114 | renews in 42 days | last contact 61 days ago
  Acct-108 | renews in 58 days | last contact 74 days ago
  Acct-121 | renews in 71 days | last contact 55 days ago
  ...3 more rows

ON TRACK (14 accounts)
  Acct-101 | renews in 88 days | last contact 12 days ago
  ...13 more rows

Healthy

Every account inside the day-90 window has a logged contact within the last 30 days.

Unhealthy

Acct-114 renews in 42 days, already inside the day-30 commercial-close window, with no contact logged in over two months.

What this means

Days-to-renewal alone hides risk. An account with 90 days left but no recent contact is in worse shape than one with 60 days left and an active QBR on the calendar.

So what do I do about it?

Symptom	Action	Effort
Renewal list sorted only by days-to-renewal	Re-sort by days-since-last-contact within the 90-day window first	5 min
Account inside day-30 window with zero prior contact	Escalate for an emergency health check today, not a scheduled QBR	30 min

YouYou can do this yourself, no engineering access required.

Final deliverable

A triage sheet flagging every account inside the 90-day window with no recent contact, sorted by urgency.

See a reference example

Sample output

Squarespace Renewal Triage, Q3 (excerpt)

URGENT (renews < 90 days, no contact > 30 days)
  1. Studio Plan accounts, agency tier, renews in 38 days, last touch 65 days ago
  2. Enterprise storefront accounts, renews in 51 days, last touch 70 days ago

ON TRACK
  3. accounts with a QBR logged in the last 30 days

Success criteria

You're done when you can:

Correctly computes both date columns for all 20 accounts
Flags every account meeting both conditions, not just the earliest renewal dates
Explains why days-since-last-contact matters more than days-to-renewal alone