Get a stalled account moving again

Built for anyone who's going to have to answer for why an account didn't renew.

The kickoff was good, but adoption never expanded past the pilot users

The kickoff call had energy. The champion was engaged, the decision maker showed up, there was a milestone plan and date for the internal announcement.

Two weeks in, only three of the twelve licensed users have logged in. You reached out to your point of contact who doesn't want you to reach out to the users directly and asks for some resources they can send out.

You resend the resources. You offer a training session. Some people show, say the product looks useful, but usage doesn't move.

You record a walkthrough video. You offer another session. Same result.

The champion is still friendly, but the replies are getting shorter.

"Yes, will do."

"Just been slammed."

"Q4 is crazy, we'll really get into it in January."

You've flagged it internally and were told to keep working the relationship. Find another way in, send them the new roadmap to get them excited.

Now the renewal is ninety days out, usage has been flat for months, and you're on the hook for the renewal.

Adoption is a change inside your customer's company

The users who sat through two trainings and still work the old way don't need the information again. Adoption stalls when the people who have to change don't, and people don't change just because a tool showed up.

Somebody in that account built the spreadsheet your product replaces. People often agree in a meeting and then go right back to the old way because no one sold them on why the effort to shift has any benefit for them.

Frequently the person you're assigned to connect with at the company, who is responsible for expanding access and spreading awareness since you aren't allowed to engage directly, often has no authority to make anything move.

A flat dashboard can't tell you who the rollout is stuck on or why. Working that out, person by person, is what this kit helps you do.

As the SaaS industry becomes more competitive, the lines between CSM and AE continue to blur. More CSMs are being assigned revenue quotas and more AEs are expected to be pseudo sales engineers and remain involved in the relationship. Both now need an understanding of change management and how to set the foundation of a good rollout at the onset of a sale.

Companies are increasingly protective of tech spend and more are centralizing rollout planning and limiting vendor access to end users.

This kit includes twelve tools to help you work out who a stalled account is waiting on, what's holding them back, and how to identify what they need to move forward.

Unstick the Account^™

twelve tools for stalled and drifting accounts

$47 suggested retail, you choose the price

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The five moments this kit is built for

When an account has gone flat and it's on you to move it

You need this when: usage is flat, the excuses are polite, and another training session is the only idea anyone has.

What it gives you: a map of who inside the account has to change and why each one is resistant. It sorts users and gives you a score to help you determine the next move and build an effective engagement message to nudge it.

Without it: you keep sending resources to the one person who already uses the product, and the person the rollout is actually stuck on never connects.

Tools: Map the Account · The First Move · Example Language

After a churn surprised you and you want to make sure there aren't any more coming your way

You need this when: you've been surprised by a non-renewal and want to make sure there isn't a portfolio wide problem.

What it gives you: a one-page scan for all your accounts, five early warning signals, and a guide on how urgent each one is.

Without it: once the evidence of usage drop is showing up clearly on the dashboard, the customer may already be lost.

Tools: The Drift Watch · Metrics That Lead vs. Lag

When you have multiple accounts flagged and there isn't enough time to give them all the same attention

You need this when: your book of accounts is too big to take the same approach with every account.

What it gives you: two ranking questions, a renewal-risk score, and a quick confirm checklist to help you determine if you should commit the time.

Without it: you often go to the loudest or highest profile account, not necessarily the one that's most strategic to prioritize.

Tools: Where My Hours Go · The Single-Account Save Tracker

When an account just got handed off to you or a kickoff is starting

You need this when: you're the AE about to run a kickoff or the CSM inheriting the relationship post launch.

What it gives you: get clear on what was actually promised, why they really bought, whose work changes, and who wasn't in the room for the deal. Then a kickoff format that surfaces what each group may resist before the friction starts, with a check afterward for whether the rollout landed.

Without it: you learn about expectation mismatch and internal frustrations after usage flattens or complaints are escalated.

Tools: The Sales-to-CS Handoff Checklist · The Make-It-Theirs Kickoff

When you have to report it up

You need this when: the QBR is on the calendar, or leadership wants to know why a flagship account isn't growing.

What it gives you: a structure for what details to pull, presenting any asks, and example lines for how to frame your findings. The one risk, the one win, and the one ask on a single page, grounded in what you found, plus sample lines for the parts you fill in.

Without it: you either soften the risk until it's easy to ignore, or you raise it in a way that reads as panic. Either way, the churn still lands on you.

Tools: The QBR One-Pager · Example Language · The Quick Reference

What you can say when someone asks why the account is flat

Right now the honest answer sounds like this:

"They're just not adopting it."

"We've done three trainings and a walkthrough video."

"The champion says the team is getting there and just busy."

"I've flagged it twice. I was told to keep working the relationship but no one is answering."

With the kit, the same account sounds like this:

"It's stuck on the ops manager. We're replacing the reporting process she built, and nothing has replaced her part in it."

"Two of the five people whose work changes never absorbed what changes for them. They were also mid-quarter-close and not prioritizing this adoption. A re-kickoff is planned for next week."

"We observed their behavior and interest shifting about 6 weeks before usage dropped on the dashboard. Here are the signals we flagged and recommended next steps."

"The ask is one hour with the ops manager and her director, and here's what I'd say."

If the account churns anyway, the record shows what you saw, when you saw it, and what you asked for in an attempt to intervene.

The twelve tools

Map the Account: who inside the account has to change, why it's stuck, and what to do about it.
The First Move: build the one message that un-sticks it.
The Drift Watch: scan your accounts, surface the drifting accounts early, and flag the signals that may not be showing up in usage yet.
Where My Hours Go: triage which flagged account actually needs your time.
The Quick Reference: the factors, postures, and drift signals.
Example Language: sample lines for reporting up.
The Sales-to-CS Handoff Checklist: what to extract at handoff.
The Make-It-Theirs Kickoff: run the read at onboarding, then test that the rollout landed.
The QBR One-Pager: the risks, the wins, your ask.
The Single-Account Save Tracker: the account you're actively saving.
Metrics That Lead vs. Lag: which signals to trust early, which signal it's time to move on.
New to SaaS: The Glossary: the vocabulary for those new to SaaS or tech.

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How it works

Every tool is a form, a scorer, a checklist, or a reference you use with your own account's names in it. Each has a brief explanation of what it's for and how to use it. Tools 1 and 2 unstick the account in front of you. Tools 3 and 4 catch the next one early.

Every tool comes in four formats: a designed fillable PDF, a print-friendly PDF, an editable Word file, and Markdown for importing into your AI tool. The calculators, scorers, and trackers also come as spreadsheets.

If you're an AE

Everything above works before the deal is signed too.

The deal where everyone nodded and then ghosted is the same situation as the stalled account. Map the decision makers, work out what's in the way, and move forward with strategic next steps.

What this kit will not do

It will not raise your comp plan, fix your product's gaps, or change what the customer was already promised.

It will not save every account. Some churn was decided upstream, before you ever met the customer, and no cadence of check-ins fixes that. What the kit does is tell you which kind of account you're holding, early enough to do something about the ones that can move.

FAQ

My job description never said "change management." Is that what this is?

In a sense, yes! A buy is a change inside a company and as the ones responsible for the outcome if it churns, your best bet is to take an active hand in intervening to make sure that change does well.

Is this corporate change theory repackaged for startups?

Nope, actually the opposite. This is a set of practical tools with the theory removed. Although it does include a few videos to help with using the tools.

What if the account was oversold before I got it?

It doesn't help to pretend otherwise. The handoff checklist surfaces what was actually promised, the map tells you whether anyone in the account can still make this work, and the risk score helps you decide if it's time to let it go.

I have a large book of accounts, does this add a ton of admin to my week?

No. One page, once a week, on the accounts showing a signal. Everything else is used on a specific account when that account needs it, and then put down.

Why not ask an AI tool what to write?

A model can draft a check-in email in seconds, and the account that's stalled has already ignored several of those. The kit does a different job. It helps you find who the account is waiting on and diagnoses what they need, and once you have that strategic understanding, go ahead and use whatever you want, writing the words at that point becomes the easy part.

Can I reuse it?

Yes. Every account, every book, every job you have from here on. Even if your employer pays for this kit, the license is yours to use in your work. However, any documents you create for your employer with this kit are your employee work product and belong to them.

Why does checkout go through Gumroad?

The store runs on Gumroad so I can change content platforms or web hosts without interrupting your access. Downloads stay available in your Gumroad account even if this site moves. Gumroad handles access and account support, which keeps support costs out of the price. The button takes you to gumroad.com to finish checkout.

$47 suggested retail, one time.

Yours to keep and reuse on every account you'll ever carry. You choose the price at checkout.

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Checkout and downloads run on Gumroad.