Find the accounts most likely to churn before they tell you

Example outputs in this play are illustrative — they reflect the structure, fields, and format of real Lusha connector output, but were not pulled from a live session. Run the prompt with your own account list and connectors to see live results. Personal details in any live examples are masked or abbreviated for privacy.

Churn almost never comes without warning. A champion leaves. A budget gets cut. A new executive comes in and starts evaluating everything their predecessor bought. Hiring freezes in the function you sell into. A competitor starts showing up in the account’s intent signals. These events happen weeks or months before a customer tells you they’re not renewing — and most CS teams find out too late because nobody was watching all of them at once across a full book of business.

This Claude prompt sweeps your customer accounts through Lusha, checks for every signal that correlates with churn risk, verifies that key contacts are still in seat, and returns a ranked list — highest risk at the top — with the specific signal driving each flag and a recommended action to take before the conversation becomes a cancellation.

The prompt

Open in Claude Open in ChatGPT 
<context>
I want to find the accounts in my book of business that are
showing churn risk signals right now — before they tell me
they're leaving.

My accounts:
[Paste company names or domains — or say "use my full
book of business" if your CRM is connected]

Key contacts to verify per account:
[Optional — paste named contacts, or say "find and verify
the most senior contact in each account automatically"]

My product category: [one sentence — what you sell and
to which function]
</context>

<task>
1. CONTACT VERIFICATION — For each account, verify that
   key contacts are still in seat via Lusha:
   - Confirm current title and company
   - Flag any departures — contact has left the company
   - Flag any role changes — promoted or moved to a
     different function
   - Flag recent hires in key roles — tenure under
     6 months means the relationship may need rebuilding

2. CHURN RISK SIGNALS — For each account, check for
   signals that correlate with churn:
   - Leadership change in the buying function
     (new executive evaluating inherited stack)
   - Headcount reduction or hiring freeze in the
     function you sell into
   - Budget cut signals — layoffs, cost reduction news,
     restructuring announcements
   - Competitor intent signals — account researching
     alternatives to your category
   - Engagement gap — no activity or contact in
     60+ days (check Gmail if connected)
   - Funding pressure — down round, bridge round,
     or no new funding in 18+ months for a growth stage
     company

3. RISK SCORING — Score each account by churn risk:
   - High risk: 2+ signals present, or champion departed
   - Medium risk: 1 signal present, or key contact
     recently changed roles
   - Low risk: no signals found, contacts confirmed
     in seat

4. RANKED OUTPUT — Return accounts ranked by risk level.
   For each account:
   - Risk score: High / Medium / Low
   - Specific signals driving the flag
   - Contact status: confirmed / departed / changed
   - Recommended action tied to the specific risk signal
   - Urgency: act this week / act this month / monitor
</task>

What you'll get back

Your full book of business ranked by churn risk. Highest risk accounts at the top with the specific signal driving the flag and a recommended action — before any of them have said a word about leaving.

Accounts scanned: 24  ·  High risk: 3  ·  Medium risk: 6  ·  Low risk: 15  ·  Contacts flagged: 4

High risk — act this week

AccountRiskPrimary signalContact statusUrgency
[Company A]HighChampion departed 5 weeks ago⚠ DepartedAct this week
[Company B]HighLayoffs announced, sales team cut 30%✓ In seatAct this week
[Company C]HighCompetitor intent signal — score 77⚠ New VP, 4 weeks in seatAct this week

[Company A] — full detail

Churn signals

SignalTypeDate
Primary champion left the companyContact departure[date]
No email activity in last 47 daysEngagement gap—
Headcount down 12% in sales functionHiring freeze signal[date]

Contact status

FieldValue
Previous championS.R. — departed, now at [New Company]
Current senior contactNo verified VP+ contact found in Lusha
Recommended re-thread targetSearch for new VP of Sales or Head of RevOps via Lusha

Recommended action: Champion left 5 weeks ago, engagement has gone dark, and headcount is shrinking. Don’t wait for the renewal conversation. Find the new owner of your product in this account via Lusha, reach out this week, and rebuild the relationship before someone else defines the narrative. If no new owner exists, escalate to your CS lead before this becomes a silent churn.

Medium risk — act this month

AccountRiskSignalContact statusUrgency
[Company D]MediumNew CRO hired 6 weeks ago⚑ New hireAct this month
[Company E]MediumNo activity in 38 days✓ In seatAct this month
[Company F]MediumBridge round — funding pressure✓ In seatAct this month
[Company G]MediumSales team headcount down 8%✓ In seatAct this month
[Company H]MediumContact promoted — new scope⚑ Promoted 3 weeks agoAct this month
[Company I]MediumCompetitor intent — score 61✓ In seatAct this month

Low risk — monitor

15 accounts checked. No churn risk signals found. Key contacts confirmed in seat. No action required this week — check again next month.

Example outputs in this play are illustrative — they reflect the structure, fields, and format of real Lusha connector output, but were not pulled from a live session. Run the prompt with your own account list and connectors to see live results.

Built by: Lusha
Time to build: 1 min
Difficulty: Easy
Tools: Claude, Gmail, Lusha
Type: Prompt

Why use Lusha in Claude

Churn is a data problem before it’s a relationship problem. By the time a customer says they’re not renewing, a series of events has already happened — a champion left, a budget got cut, a new executive came in and started questioning everything their predecessor bought. Each of those events left a signal. The signal just wasn’t connected to anyone who could act on it.

Lusha tracks 24 live signal types across 1.2B+ data points processed daily. Executive moves, headcount changes, funding pressure, competitor intent — these aren’t inferred from news mentions or social activity. They’re verified, time-stamped events tied to specific people at specific accounts. When a VP of Customer Success leaves a company that’s also cutting headcount in the function you sell into while showing competitor intent at score 77, that combination surfaces in this play weeks before it shows up in a renewal conversation.

The contact verification step catches the risk that hides in plain sight. A champion who left five weeks ago and nobody followed up on. A new CRO who inherited your product four weeks ago and hasn’t heard from your team yet. A primary contact who was promoted and now has a different scope — the relationship still exists but the business case needs updating. Lusha verifies every key contact live during the session so the output reflects who’s actually in the account today, not who was there when the deal originally closed.

The engagement gap check adds the layer your CRM misses. An account that hasn’t had an email thread in 47 days isn’t necessarily churning — but combined with a headcount reduction and a departure signal, it’s a pattern worth acting on before the silence becomes a cancellation notice. If Gmail is connected, the play cross-references inbox activity so the gap is real and not just a data entry problem.

The result is a ranked book of business where the accounts that need attention this week are at the top, the ones to monitor are at the bottom, and every flag comes with a specific signal and a recommended action tied to it — not a generic “check in with the customer” note.

Lusha data is sourced and used in accordance with Lusha’s Privacy Policy and Terms of Use.

FAQ

  • How many accounts can I run this on at once?

    There’s no hard limit — the play processes each account sequentially and returns a complete ranked output. For books of business under 50 accounts, expect the full output in a single session. For larger books, run it by segment — top accounts by ACV, accounts due for renewal in the next 90 days, or accounts that haven’t had a QBR in the last quarter. Running it on a focused segment gives you a more actionable list than running it on 200 accounts and getting buried in medium-risk flags.

  • What if I don't have key contacts identified for each account?

    Leave the contact field blank and the play finds and verifies the most senior contact in your product’s buying function automatically via Lusha. It searches by company and function, returns the highest-seniority match, and checks whether they’re confirmed in seat. If no VP+ contact is found in Lusha’s database for a given account, it flags that as a coverage gap — which is itself a churn risk signal worth acting on.

  • How is this different from the Churn Risk Flag Before QBR play?

    The Churn Risk Flag Before QBR play is designed for a specific moment — the weeks before a QBR cycle, when you need to know which accounts to prepare for and which conversations might be difficult. This play is designed to run continuously, independent of the QBR calendar. It’s the early warning system you run monthly or weekly so problems surface before they become QBR conversations. Different timing, same underlying data.

  • What does "competitor intent signal" actually mean here?

    Lusha’s intent signals track research activity at the account level across topic categories. A competitor intent signal means the account has surged in research activity on topics that correspond to your category — meaning someone at that company is actively evaluating alternatives. It doesn’t tell you which competitor they’re looking at, but it tells you the evaluation is happening. Combined with a contact departure or an engagement gap, it’s a strong indicator that the account is further along in that evaluation than you’d want them to be without having heard from you.

  • Can I use this proactively, not just reactively?

    That’s the right way to use it. Running this play monthly on your full book means you’re never reacting to churn — you’re always two or three steps ahead of it. A champion departure flagged at week two gives you six weeks to rebuild the relationship before the renewal conversation. A competitor intent signal at score 65 gives you time to get back in the account with a business case before the evaluation gets to shortlist stage. The play is most valuable when it’s routine, not when it’s a fire drill.

Related Prompts

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