Sales & CRM

How to track renewals and expansions as Small RevOps Teams

Sales & CRMFor Small RevOps Teams2 apps12 steps~24 min to set up

Your renewal tracking lives in three places simultaneously: a HubSpot deal with a close date nobody updates, a Google Sheet your predecessor built in 2023 that breaks every time someone adds a column, and a Slack thread where the AE asked you to 'just flag when this one renews.' With 30 reps, you have maybe 80-120 accounts that could expand or churn in any given quarter, and no single view that shows contract end dates, current ARR, last activity, and expansion potential at once. You're manually cross-referencing subscription data from Stripe against HubSpot deal records and Apollo sequence history to prep a forecast that's already stale by the time the CRO reads it.

Build this on Starch → See the apps used

Sales & CRMFor Small RevOps Teams2 apps12 steps~24 min to set up

Outcome

What you'll set up

A live renewals dashboard that pulls HubSpot deal stages and close dates, Stripe subscription data, and Gmail thread history into one view — so you can see every at-risk account ranked by ARR and days to expiration without opening four tabs

Automated weekly alerts that flag accounts 60, 30, and 14 days from renewal, including last AE touch date and whether any expansion conversation is logged, posted directly to a Slack channel your team actually checks

An expansion pipeline tracker that surfaces accounts above a usage or ARR threshold with no active expansion opportunity in HubSpot, so your reps are working the right list instead of guessing

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

Data sources & config

Starch syncs your HubSpot data on a schedule (deals, contacts, companies, owners) and your Stripe data on a schedule (subscriptions, charges, customers). Gmail is synced on a schedule for thread history and last-contact dates. Salesforce and Pipedrive connect from Starch's integration catalog; the agent queries them live when your dashboard runs. Slack connects from Starch's integration catalog for alert delivery.

Prompts to copy

Build me a renewals dashboard that pulls every HubSpot deal with close date in the next 90 days, shows the deal stage, current ARR from Stripe, the AE owner, and the date of the last logged activity. Sort by days to close. Flag any deal where last activity was more than 21 days ago.

Create an expansion tracker that shows all closed-won HubSpot accounts where Stripe MRR is above $2,000 and there is no open expansion deal in HubSpot. Group by AE and sort by MRR descending.

Set up a weekly automation: every Monday at 8am, pull all renewals due in the next 30 days from HubSpot, check each account's last Gmail thread for any renewal discussion, and post a summary to #revops-alerts in Slack with account name, ARR, AE owner, and a one-line status for each.

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

Walkthrough

Step-by-step

1 Connect HubSpot — Starch syncs deals, contacts, companies, and owners on a schedule. This becomes the spine of your renewals view: every deal with a close date in the next 90 days, its stage, and the AE assigned.

2 Connect Stripe — Starch syncs subscriptions, customers, and charges on a schedule. Now you can join subscription MRR and billing status directly to HubSpot deal records without a manual export.

3 Connect Gmail — Starch syncs message history on a schedule. You can now surface 'last email date per account' as a field in your renewal dashboard, so you can immediately see which accounts have gone dark.

4 Connect Slack from Starch's integration catalog so the agent can post renewal alerts and weekly digests to your #revops-alerts channel or directly to AE DMs.

5 Open the Sales Agent CRM starter app and describe your renewals view: account name, AE owner, ARR from Stripe, HubSpot deal stage, close date, days to expiration, last activity date, and a 'health' flag for accounts with no activity in 21+ days.

6 Add an expansion layer: tell Starch to surface all closed-won accounts where Stripe MRR exceeds your threshold (e.g., $2,000/month) and no expansion opportunity exists in HubSpot. This becomes your AEs' weekly expansion call list.

7 Build the 60/30/14-day alert automation: describe the trigger (days to renewal), the data to pull (ARR, AE, last touch, open support tickets if Intercom or Zendesk is connected from Starch's integration catalog), and the output format for the Slack message.

8 Set the automation to run on a schedule — Monday 8am works well for most RevOps teams — and route by AE so each rep only sees their own accounts in the alert, with a consolidated summary going to the CRO.

9 For contract end dates that don't live in HubSpot yet, describe a custom field and tell Starch to flag any account where Stripe subscription end date and HubSpot close date are more than 30 days apart — this surfaces data hygiene issues automatically.

10 Use the natural-language query interface to answer ad-hoc 'can you just pull me a list of...' requests: 'Show me all accounts where MRR grew more than 15% in the last 90 days but no expansion deal is open' — instead of rebuilding the Sheet every time.

11 Once Contract Lifecycle Management launches (currently in development — request beta access), wire it in to track actual contract end dates, auto-generate renewal drafts from a clause library, and route e-signatures without leaving the Starch workspace.

12 Review the dashboard weekly before the forecast call; the Starch agent can generate a one-page renewal summary you paste directly into the exec slide, pulling live numbers at the time of generation instead of the numbers from Tuesday's export.

See this running on Starch

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

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Worked example

Q2 2026 renewal sweep — 14 accounts, $340K ARR at risk

Sample numbers from a real run

Meridian Logistics	48,000
Cove Health Systems	36,000
Trellis Software	29,500
Northgate Retail Partners	27,000
Fieldwork Agency	18,000
Other 9 accounts	181,500

Going into Q2 forecast week, your renewals dashboard surfaces 14 accounts totaling $340K ARR with close dates in the next 60 days. Meridian Logistics ($48K ARR) shows last Gmail activity 34 days ago and the deal stage hasn't moved from 'Renewal Sent' in three weeks — Starch flags it red automatically. You post the Slack alert to the AE at 8am Monday; she didn't realize the thread had gone cold. Cove Health Systems ($36K ARR) has an open expansion deal in HubSpot for two additional seats, so Starch surfaces it in the expansion tracker as a likely upsell to close concurrent with renewal. Trellis Software ($29.5K ARR) has a Stripe subscription end date 45 days earlier than the HubSpot close date — a data hygiene mismatch Starch caught automatically that would have caused the AE to miss the real deadline. Total prep time for the forecast call: 12 minutes to review the dashboard and spot-check three accounts, versus the two hours you used to spend pasting pipeline snapshots into slides.

Measurement

How you'll know it's working

Renewal rate by quarter (dollar-based, not logo-based) — tracked against the HubSpot/Stripe joined dataset

Days from renewal alert to first AE activity — measures whether the automation is actually changing behavior

Expansion pipeline as % of renewal ARR — how many renewing accounts have an active expansion opportunity

Data hygiene score: % of renewal deals with Stripe end date matching HubSpot close date within 7 days

At-risk ARR (accounts with no activity in 30+ days and renewal within 60 days) — the weekly number the CRO actually wants to see

Comparison

What this replaces

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

HubSpot native renewal workflows

HubSpot's built-in workflows can send renewal reminders, but they can't cross-reference Stripe MRR, Gmail thread recency, and expansion pipeline in a single ranked view without a multi-step, admin-heavy setup that breaks when deal stages change.

Google Sheets + manual Stripe export

Works until someone changes a column header or a rep forgets to update the deal stage; there's no live connection, so the Sheet is always slightly wrong and you're the one who has to fix it.

Salesforce with a RevOps admin

If you're already on Salesforce, you connect it from Starch's integration catalog and query it live — but building the same renewals view in native Salesforce reports requires an admin and a week of configuration that you don't have.

Clari or Gong Engage

Purpose-built renewal forecasting tools are well-designed but priced for 100+ rep orgs; a 2-person RevOps team supporting 30 reps is paying for features they'll never configure and support they'll never use.

Notion + Zapier automations

You can build a renewals tracker in Notion and trigger Zaps off HubSpot, but every time the CRM schema changes or a Zap breaks silently, you're the one debugging it at 9pm before the forecast call.

On Starch RECOMMENDED

One platform — sales agent crm, crm 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

Does Starch replace HubSpot or Salesforce?

No. Starch syncs your HubSpot data on a schedule and connects Salesforce from its integration catalog; the agent queries it live when your dashboard runs. Your CRM stays the system of record. Starch is where you build the views, automations, and alerts that HubSpot's native reporting can't do without a consultant.

Our Stripe subscription end dates don't match HubSpot close dates. Can Starch reconcile that?

Yes. Because Starch syncs both HubSpot and Stripe on a schedule, you can describe a hygiene rule — 'flag any account where Stripe subscription end date and HubSpot close date differ by more than 30 days' — and Starch will surface those mismatches as a list. You can also build an automation that Slacks the AE owner directly when a mismatch is detected.

Can Starch track contracts and send renewal documents, or just alert on dates?

Right now, Starch handles the tracking, alerting, and pipeline views. Contract Lifecycle Management — which will handle AI-drafted renewals, e-signature routing, and a searchable contract repository — is currently in development. You can request beta access to get notified when it launches. In the meantime, you can wire Starch automations to trigger outreach drafts via Gmail when a renewal threshold is hit.

We also use Apollo for outbound sequences. Can Starch see sequence activity on renewal accounts?

Yes. Starch syncs your Apollo data on a schedule, including contacts, accounts, and sequences. You can build a renewals view that shows not just HubSpot deal stage and Gmail activity, but also whether an Apollo sequence is active on the account — useful for distinguishing 'AE is working it' from 'nobody has touched this in three weeks.'

Is Starch SOC 2 certified? We have to answer this for our security team.

Not yet. Starch is not currently SOC 2 Type II certified. If that's a hard requirement for your procurement process right now, it's worth knowing upfront. It's on the roadmap.

We have a rep who manages renewals in a spreadsheet they refuse to give up. Can Starch pull from Google Sheets?

Yes. Connect Google Sheets from Starch's integration catalog; the agent queries it live when your app runs. You can join that Sheet data against HubSpot and Stripe in the same dashboard. You don't have to force anyone to change their workflow to start getting a unified view.