Customer Support

How to track renewals and expansion as Small RevOps Teams

Customer SupportFor Small RevOps Teams3 apps12 steps~24 min to set up

Your renewal and expansion pipeline lives in three places at once: HubSpot has the contract end dates (maybe), a Google Sheet has the upsell targets the CRO built last quarter, and Apollo has the sequence history you'd need to know if anyone has actually touched these accounts recently. Every month you spend two hours manually cross-referencing renewal dates against ARR in Sheets, flagging churn risk accounts for the CSM team, and pulling together an expansion report the CRO will ask three follow-up questions about anyway. One missed renewal on a $40K account because nobody owned the 90-day touchpoint is the kind of thing that ends RevOps credibility fast.

Build this on Starch → See the apps used

Customer SupportFor Small RevOps Teams3 apps12 steps~24 min to set up

Outcome

What you'll set up

A live renewals dashboard that pulls contract end dates, ARR, and last-contact data from HubSpot and Apollo into one view — no more cross-referencing Sheets manually

Automated weekly alerts that surface accounts entering the 90-, 60-, and 30-day renewal windows, with expansion signal attached (product usage, support ticket volume, recent email threads)

An expansion tracking app that shows which accounts are at the right size and engagement level to pitch an upsell, ranked by close probability and next action owner

The Starch recipe

Apps, data, and prompts

The combination of Starch apps, the data sources they pull from, and the prompts you use to drive them.

Apps used

Sales Agent CRM CRM Email Agent

Data sources & config

Starch syncs your HubSpot data on a schedule (contacts, companies, deals, owners) and syncs your Gmail threads on a schedule so email history is always current. Apollo is connected from Starch's integration catalog and queried live when your renewal app needs sequence and contact activity data. Salesforce and Pipedrive are also reachable from Starch's integration catalog if your team uses either. Slack is connected from Starch's integration catalog for the weekly alert automation.

Prompts to copy

Build me a renewals tracker that pulls every open deal from HubSpot where the close date is within 120 days, shows ARR, account owner, last activity date from Gmail, and whether there's been an Apollo sequence touch in the last 30 days. Flag anything with no activity in 45 days as 'at risk'.

Create an expansion pipeline view that shows accounts currently on our lowest-tier plan, sorted by deal value, with a column for their last upsell conversation date pulled from HubSpot deal notes and Gmail threads.

Every Monday at 8am, send me a Slack message listing all accounts renewing in the next 60 days that have had zero outbound touches in the last 3 weeks, with the account owner and ARR in the message.

Run these in Starch → or paste them into your favorite agent

Walkthrough

Step-by-step

1 Connect HubSpot — Starch syncs your contacts, companies, deals, and owner assignments on a schedule. This is your contract and pipeline backbone.

2 Connect Gmail — Starch syncs your email threads on a schedule so the app can surface last-contact dates and flag accounts that have gone dark without you checking manually.

3 Connect Apollo from Starch's integration catalog so the agent can query live whether an account has been in a sequence, and when the last touch was.

4 Start from the Sales Agent CRM app in the App Store and customize it: tell Starch to add renewal date, contract ARR, churn risk flag, and expansion tier fields to the deal view.

5 Build a renewals dashboard by describing exactly what you want — Starch assembles the view from your connected data. Tell it the risk logic you actually use, not a generic one.

6 Build a separate expansion pipeline surface. Describe which signals matter to your team: plan tier, ARR threshold, number of support tickets in the last 60 days, last upsell conversation date.

7 Set up the 90/60/30-day alert automation — tell Starch to check renewal dates every Monday and post to Slack with account name, ARR, owner, and days to renewal for any account crossing a window.

8 Add the 'no activity' risk flag: tell Starch to mark any renewal-window account as at-risk if there's been no Gmail or Apollo touch in the last 45 days, and surface those first in the dashboard.

9 Wire the expansion signal: ask Starch to pull Apollo sequence history and Gmail thread summaries for expansion-target accounts so your team sees conversation context without logging into three tabs.

10 Test the alert against last month's data — ask Starch 'which accounts that renewed in March would have been flagged as at-risk by this logic 90 days out?' and use the answer to tune the thresholds.

11 Share the renewals dashboard with the CSM lead and the CRO. Because it's a Starch app, you can give them a live view — not a Sheets export that's stale by Tuesday.

12 Set a monthly review automation: on the first of each month, have Starch generate a renewal and expansion summary (accounts closed, accounts at risk, expansion revenue added) and drop it in the RevOps Slack channel.

See this running on Starch

Connect your tools, describe what you want, and the agent builds it. Closed beta is free.

Try it on Starch →

Worked example

Q2 2026 Renewal Cycle — 18 Accounts in Window

Sample numbers from a real run

Meridian Logistics (90-day window)	42,000
Caspian Health (60-day window)	28,500
Dovebrook Retail (30-day window, at-risk flag)	15,000
Arkway Financial (expansion candidate, current ARR)	19,000
Arkway Financial (upsell target ARR)	31,000

It's April 7. Your renewals dashboard flags 18 accounts in the Q2 window. Meridian Logistics ($42K ARR) is in the 90-day bucket and has had two Gmail threads in the last 60 days — both inbound support questions, zero outbound from the AE. The at-risk flag fires automatically. Dovebrook Retail ($15K) is in the 30-day window with no Apollo touches in 47 days and no Gmail reply since February — it surfaces at the top of Monday's Slack alert before your weekly forecast call, so the CSM can get on a call before it quietly churns. On the expansion side, Starch surfaces Arkway Financial ($19K current ARR) as an upsell candidate: they're on the entry-level plan, their deal notes show a pricing conversation from November, and there's been a Gmail thread in the last two weeks asking about a feature in the higher tier. The expansion pipeline view shows this with current ARR, potential upsell ARR ($31K), and the last conversation date — your AE has context before they dial without you having to brief them on Slack.

Measurement

How you'll know it's working

Net Revenue Retention (NRR) — renewals closed plus expansion minus churn, tracked monthly

At-risk account count entering 60-day window with no activity logged

Days to first outbound touch after renewal window opens, by account owner

Expansion pipeline coverage ratio — upsell opportunities identified vs. target expansion ARR

Renewal forecast accuracy — predicted vs. actual ARR closed in the renewal month

Comparison

What this replaces

The other ways teams handle this today, and how the Starch version compares.

HubSpot native renewal tracking (deal close dates + tasks)

HubSpot can flag renewal dates if your deal data is clean, but it can't cross-reference Apollo sequence history, Gmail inactivity, and expansion signals in one automated view without custom workflows that require admin time to build and maintain.

Google Sheets renewal tracker updated manually

Free and fully customizable, but someone on your two-person team has to update it every week — which is exactly the work Starch automates — and it goes stale the moment your HubSpot deal data changes.

Gainsight or ChurnZero

Purpose-built for renewals and CS health scoring, but both require meaningful implementation time, CS ops headcount to administer, and pricing that's hard to justify for a RevOps team supporting 30 reps without a dedicated CS budget.

Salesforce + Renewal / Opportunity automation

Salesforce is reachable from Starch's integration catalog, but building and maintaining the renewal automation natively in Salesforce requires admin access and Flow configuration — it doesn't build itself from a natural-language description.

On Starch RECOMMENDED

One platform — sales agent crm, crm, email agent all running on connected data. Setup in plain English; numbers stay current via scheduled syncs and live agent queries.

Try it on Starch →

FAQ

Frequently asked questions

Our source of truth is HubSpot — does Starch replace it or work alongside it?

Starch works alongside HubSpot. It syncs your HubSpot deals, contacts, companies, and owner data on a schedule and builds views and automations on top of that data. Your reps keep logging activity in HubSpot; Starch reads it and does the cross-referencing and alerting you'd otherwise do manually in Sheets.

We also have some account data in Salesforce. Can Starch pull from both?

Yes. Salesforce is reachable from Starch's integration catalog and the agent queries it live when your app needs it. You can build a renewals view that pulls deal data from HubSpot and supplements it with account data from Salesforce without building a custom integration between the two.

What if our renewal dates live in a contract management tool that isn't HubSpot or Salesforce?

If the tool is web-based and you can log into it, Starch can automate it through your browser — no API needed. If it's one of the 3,000+ apps in Starch's integration catalog, the agent can query it live. Describe what you need and Starch will tell you which connection type applies.

Is Starch SOC 2 certified? We have to answer that question before connecting our CRM.

Not yet — Starch is not SOC 2 Type II certified as of today. That's an honest answer worth knowing before you connect. It's on the roadmap. If SOC 2 is a hard requirement for your security team right now, that's a real constraint.

Can Starch actually write to HubSpot — like update a deal stage or log an activity — or is it read-only?

The HubSpot scheduled sync is read-only for data that's stored in Starch. For write actions (updating deal stages, logging activities), Starch can reach HubSpot through its integration catalog using the agent's live-query tools. Describe the write action you want to automate and the agent will confirm what's available.

We're a two-person team. How long does it actually take to set this up?

Connecting HubSpot, Gmail, and Apollo takes about 10 minutes. Describing the renewals dashboard and alert automation in natural language takes another 15-20 minutes, including iterating on the risk logic. You're not configuring fields in a drag-and-drop builder — you're telling Starch what you want in plain English and adjusting from there.