The amber client that went quietly cold
A client that did $1.4M with you last year drops to $340K this year. Nobody noticed because the salesperson moved to a different region, the new account manager inherited 30 accounts, and “amber health” is a column in the CRM that nobody looks at. By the time someone surfaces it in a quarterly review, the client has already issued the next RFQ to two competitors. You find out in the loss-reason field of the deal that never came back.