Written by: KJ Close

Account Managers (AMs) typically own the commercial responsibilities within accounts - but this article is useful for anyone who owns renewals, upsells or both - regardless of your job title! Understand how to:

Hook’s Engagement Level shows where your upcoming renewal risk is. Hook predicts 75% of your risk even 180 days before the renewal event, giving you plenty of time to create and act on mitigation strategies.

Renewal risk can also come in the form of changes in your buying team. There’s no worse feeling than getting to a renewal and realising your key contact has left the organisation. Hook Alerts inform you if and when different stakeholders have left the organisation for one of your accounts. This encourages you to revisit your org chart and make the right connections with the new buying team.

Have an NRR target or an expansion quota to close? Hook’s Upsell Level gives you control on which accounts to target to find these expansion dollars by showing you which accounts are most likely to upsell, alongside a target amount (called Upsell Opportunity) to inform your forecast. In the example below, the Upsell Opportunity predicted by Hook is $20,000.

Enriched with external data, Hook calculates the amount of whitespace at your accounts - so you’re on the front foot when it comes to understanding your buyers needs. Hover over the Upsell Level on an account to view the whitespace.

Take this a step further by acting on your upsell opportunities at scale. Got 100 accounts and need a fast way to notify the right customers about a discount on a valuable add-on? Head to the Customers Table, apply the necessary filters and add the relevant contacts into a pre-prepared cadence. This is achievable in a few clicks, without leaving Hook.

Goals are one of the most flexible features in Hook. As an Account Manager, I love to use Hook to create account plans that I can collaborate on with my team - setting objectives, goals (which automatically update if they’re based on numerical metrics e.g. licenses) and tasks - assigning the right owners, deadlines and relative importance. This is an example of how I’d use Goals to get a customer that’s at risk of churning, back on track.

On a Friday afternoon, I review everything that I have coming up to inform my weekly plan and what I want to prioritise on Monday morning. I do this using the Goals table.