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This template is from CS in the AI Era by Iliyana Stareva. Subscribe at csintheaiera.com
A five-point leakage audit to quantify your reactive posture — and build the internal business case for changing it.
Every CS leader knows reactive is bad. Almost none of them have a number to attach to it. This template gives you that number — specific enough to put in front of your CRO, honest enough to defend in a budget conversation.
You don't need precise figures. Defensible estimates are enough to shift the conversation from we should be more proactive to here's what not being proactive is costing us.
How to use this: Work through each of the five leakage points. Enter what you know. Note your assumptions where you're estimating. The total at the bottom is your starting position.
| # | Leakage point | What to measure | Your estimate (€) | Notes / assumptions |
|---|---|---|---|---|
| 1 | Forecast instability | GRR forecast vs actual over last 4 quarters × average contract value | e.g. Missed by 3% on a €4M book = €120k | |
| 2 | Expansion delay | Expansion conversations that started in H2 instead of H1 — estimate one quarter of NRR impact | e.g. 5 accounts × €20k avg expansion = €100k delayed | |
| 3 | Escalation overhead | Number of executive escalations last quarter × 15 hrs × blended hourly cost of senior people involved | e.g. 8 escalations × 15 hrs × €150/hr = €18k | |
| 4 | CSM attrition cost | CSMs lost in last 12 months × 60% of average annual salary | e.g. 2 CSMs × €60k salary × 60% = €72k | |
| 5 | Sales trust deficit | Forcing question only: when did Sales last come to CS proactively before a deal was at risk? Assign a risk score. | Low / Medium / High | High = significant buried pipeline cost |
| Total estimated leakage | € |
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