A strong answer. “Ninety days is late but not too late, and the first thing I'd establish is whether this is a person problem or an account problem, because they need opposite responses.

If my champion has gone quiet, the usual causes are that they've changed role, they've lost the internal argument, or they were never the real decision-maker. So I'd go around rather than through — find someone else in the account, ideally an end user rather than a buyer, and ask what changed. End users tell you the truth far more readily than sponsors.

If usage is down across the account, that's a value problem and no amount of training fixes it. I'd want to know what they were trying to achieve when they bought, and whether it happened. Often it didn't, and nobody told us.

Then I'd be direct with whoever will speak to me: 'I think we may not have delivered what you bought this for. I'd rather understand that now than at renewal.' That conversation is uncomfortable and it converts far better than a feature update.

And I'd forecast it honestly internally. A renewal I call at fifty percent that I then save is a good quarter; one I call at ninety and lose damages every forecast I make afterwards.”