Inside Great Question’s renewal pipeline build

Great Question was managing customer renewals without a structure to manage them in. Attribution was incomplete, segmentation was manual, and there was no reporting to show which accounts were at risk. HubXpert built a dedicated renewal pipeline alongside the sales pipelines, plus eight dashboards over the top.

48097aafd34bef9577576b4b0cd6dc7c967a75fd (1)

$4,000+

Average order value per renewal

Reporting dashboards built

HubSpot Hubs in use

Retainer

Ongoing engagement

Company Great Question

Location USA

Industry SaaS, UX Research

Services

HubSpot Sales Hub Implementation HubSpot Integrations

Live preview Website Link

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ABOUT THE CLIENT

UX Research, Sold on Renewal

Great Question is an all-in-one UX research platform. It brings user interviews, surveys and usability testing into one system so companies can collect feedback and use it across the product lifecycle rather than at a single point in it.

A platform like that lives on renewal. The first sale proves the product can be bought; the second proves it is being used. Where revenue depends on retention rather than acquisition, the customer success motion is the revenue motion, and it needs the same structure a sales team would expect.

Great Question did not have that structure. Renewals were managed without a dedicated pipeline, contact attribution was incomplete enough that interactions could not be tracked reliably, segmentation was manual, and there was no reporting showing which accounts were healthy and which were drifting.

What You Will Learn

1 Why renewals need their own pipeline rather than a stage in the sales one
2 How attribution and segmentation change what customer success can do
3 What eight dashboards cover that a single sales report cannot

1
Renewals had no pipeline.

Without a structured pipeline there was no consistent process for managing a renewal, no visibility into which were approaching, and no way to intervene before one was lost.
2
Contact attribution was incomplete.

Customer interactions could not be tracked accurately, which made personalization guesswork and made any analysis of what drives renewal unreliable.
3
Segmentation was manual.

Without automated segmentation, targeting the right customers with the right message was work somebody had to do by hand each time.
4
LinkedIn data sat outside the portal.

Lead and contact information that would have made outreach relevant was in LinkedIn rather than on the record the team works from.
5
There was no reporting for decisions.

No dashboards existed for conversion, slippage, growth, lifecycle or renewal, so strategy was set without the numbers that would inform it.

1
A dedicated customer renewal pipeline.

Built to run alongside the existing sales pipelines with clean deal transitions between them, so renewals are managed as their own motion rather than squeezed into a process designed for new business.
2
Deal flow automation.

Advanced deal automation connects the renewal pipeline to the rest of the stack and moves deals as customer success interactions happen.
3
Renewal tracking for customer success.

The team can see which renewals are approaching and engage proactively, which is the entire difference between managing renewals and reacting to them.
4
A contact attribution system.

Customer interactions are tracked accurately, which makes both personalization and any later analysis of renewal drivers possible.
5
LinkedIn integrated with HubSpot.

LinkedIn data syncs into the portal so outreach can be personalized against current information rather than against whatever was captured at signup.
6
Automated segmentation.

Custom lead scoring, lifecycle stages and automated lead rotation replaced manual segmentation, so targeting happens without anyone assembling a list.
7
Eight reporting dashboards.

Conversion, deal slippage, growth metrics, KPIs and lifecycle stages, original source, renewal pipeline and sales pipeline, each answering a separate question.

Phase 1

Process mapping

Mapped how renewals actually happen and where they were being lost before designing a pipeline around it.

Phase 2

Renewal pipeline build

Built the dedicated renewal pipeline alongside the existing sales pipelines with clean deal transitions.

Phase 3

Deal automation

Implemented advanced deal automation to connect the pipeline to the rest of the stack and to customer success activity.

Phase 4

Attribution and LinkedIn

Built the contact attribution system and synced LinkedIn data into HubSpot.

Phase 5

Segmentation

Implemented custom lead scoring, lifecycle stages and automated lead rotation.

Phase 6

Reporting

Built eight dashboards covering conversion, slippage, growth, KPIs and lifecycle, source, renewal and sales pipelines.

$4,000+

Average order value per renewal

Reporting dashboards built

HubSpot Hubs in use

Renewal AOV above $4,000. With the renewal pipeline in place, customer retention improved and average order value per renewal reached over $4,000.

Customer success works proactively. Approaching renewals are visible in a pipeline, so the team engages before a renewal is at risk rather than after.

Interactions are tracked accurately. Contact attribution makes personalization possible and makes analysis of what actually drives renewal reliable.

Segmentation runs itself. Lead scoring, lifecycle stages and automated rotation replaced work that was being done by hand.

Outreach uses current information. LinkedIn integration keeps contact data fresh, so personalization reflects where someone is now rather than where they were at signup.

Eight dashboards support the decisions. Conversion, slippage, growth, KPIs, source, renewal and sales pipelines give leadership a complete read rather than a partial one.

Before

Renewals managed without a pipeline
Incomplete contact attribution
Manual segmentation before every campaign
LinkedIn data outside the portal
No reporting on renewal, slippage or growth
Customer success reacting to renewals

After

A dedicated renewal pipeline beside the sales pipelines
Tracked attribution across customer interactions
Lead scoring, lifecycle stages and automated rotation
LinkedIn synced into HubSpot for current data
Eight dashboards across the full picture
Proactive engagement ahead of renewal

Tonmoy and Ratul have been fantastic partners for Great Question. We've relied on their capabilities to help us stand up our RevOps functions, and have been consistently impressed with their reliability and responsiveness. They've also been fantastic in helping us work through ambiguity and explore alternative solutions to tricky HubSpot questions. Would highly recommend them.

H. Thomas Great Question

5.0 (26 reviews)

INSIDE THE PORTAL

What the Renewal Motion Looks Like

The dedicated renewal pipeline running alongside the existing sales pipelines.
Deal automation moving renewals as customer success interactions happen.
Contact attribution and synced LinkedIn data on the customer record.
The eight dashboards covering conversion, slippage, growth, KPIs and lifecycle, source, renewal and sales pipelines.

Because they are a different motion. A renewal starts from an existing relationship with usage history behind it, and the stages, timing and owner are all different from new business.
It makes personalization accurate and makes any analysis of renewal drivers trustworthy. Without it, both are guesswork dressed as insight.
Conversion, deal slippage, growth, KPIs and lifecycle, original source, renewal pipeline and sales pipeline are eight separate questions. Combining them produces a dashboard that answers none of them.
Current contact information on the record the team works from, so outreach reflects a person’s present role rather than the one they had when they signed up.
Great Question is an ongoing retainer. Renewal motions change as the customer base grows, so the reporting and segmentation are maintained rather than delivered once.

bOOK CONSULTATION

Ready to Build the Engine Behind Your Growth?

If renewals are where your revenue actually comes from, they deserve the same structure your sales pipeline has. We will map how your renewals run today and show you what a dedicated pipeline, clean attribution and real reporting would change.

Takes 30 minutes

Inside Great Question’s renewal pipeline build

UX Research, Sold on Renewal

What You Will Learn

Revenue That Depends on Renewal, Managed Without a System

Renewals had no pipeline.

Contact attribution was incomplete.

Segmentation was manual.

LinkedIn data sat outside the portal.

There was no reporting for decisions.

A Second Pipeline, Built for a Different Motion

A dedicated customer renewal pipeline.

Deal flow automation.

Renewal tracking for customer success.

A contact attribution system.

LinkedIn integrated with HubSpot.

Automated segmentation.

Eight reporting dashboards.

Build the Pipeline, Then the Data Under It

Process mapping

Renewal pipeline build

Deal automation

Attribution and LinkedIn

Segmentation

Reporting

Renewals Managed the Way New Business Is

Before

After

What the Renewal Motion Looks Like

Frequently asked questions

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