Turn customer expansion signals into coordinated CSM, AE, and marketing plays

In Google Docs, create an expansion signal dictionary that separates growth indicators from retention risk, routine activity, and data-quality warnings. For each signal, document its source system, field definition, lookback window, minimum threshold, freshness requirement, likely customer meaning, and known false-positive conditions. Map qualified signals to specific plays such as a CSM check-in, AE conversation, executive note, training invitation, add-on education, case-study discussion, or marketing nurture. Add customer-health prerequisites, renewal timing rules, relationship requirements, active-opportunity checks, and suppression conditions that must be satisfied before a play can be recommended. Define the default owner, secondary owner, approval path, SLA, and customer-facing channels allowed for each play. Review the map with Customer Success, Sales, Customer Marketing, and RevOps, and resolve disagreements about ownership or signal interpretation before automation begins. Save the approved signal-map version, effective date, reviewers, and change log in Google Docs.

Define a fixed reporting date and lookback window so activity, usage, and relationship signals from Common Room, HubSpot, and Gainsight are evaluated consistently. Export one row per account with stable account ID, owner, segment, contract value, renewal date, health score, usage trend, product milestones, relationship activity, champion status, open risks, support escalations, active opportunities, and recent marketing engagement. Preserve source-system timestamps and source fields so reviewers can distinguish fresh evidence from stale or duplicated activity. Deduplicate by the agreed CRM account ID and reconcile the final account count against each source export or connected view. Apply the hard suppression rules from the signal map before any AI scoring, including unresolved escalations, churn risk, legal restrictions, active negotiation, missing owner, and stale data. Flag conflicts such as high usage with poor health, strong engagement with an active complaint, or mismatched ownership for manual review. Save the dated candidate list with control totals, exclusions, data gaps, and the source refresh time for each system.