The Hidden Revenue Problem 

Across B2B industries with recurring revenue models, many companies lose renewal revenue that is entirely preventable. The underlying reason isn’t customer dissatisfaction; it’s fragmented data and siloed systems. 

Renewal and entitlement information often live in different systems that rarely talk to each other. Over time, small inconsistencies between ERP, CRM, billing, and customer success tools cause data issues, eroding renewal performance. 

Imagine the renewal process as a bucket designed to hold recurring revenue. Now picture that bucket peppered with small holes: one for fragmented systems, another for opportunity data mismatch, others for co-termed contracts, misaligned SKUs etc. Each leak represents revenue that could have been retained and even expanded with clean, connected data. 

Why Renewals Leak 

Even with strong renewal processes and automation, structural issues can create blind spots that cause avoidable revenue loss: 

• Fragmented systems: Entitlements in ERP or Customer Success applications don’t fully sync with Salesforce opportunities. 

• Date misalignment: Co-terms and pull-forwards shift timelines, breaking contract lineage and renewal logic. 

• Account changes: Mergers, renames, and reseller transitions alter account hierarchies. 

• Entitlement automation failures: Renewal opportunities fail to auto-create despite active entitlements. 

• Evolving products: SKUs are renamed or bundled, obscuring historical lineage. 

This creates false churn, revenue that is lost and falls in the “churn” bucket because systems are out of sync. Customers who renewed under a new entity are marked as churned. In the best case, these same dollars get recorded as “new business” under a new account instead of “renewed ARR”. This misclassification is costly. Renewals booked as “new business” inflate acquisition metrics, trigger higher commission rates for reps, and divert sales effort away from true new customer growth while renewal teams lose credit for revenue they retained. New business teams waste time “winning back” customers the company already had, instead of pursuing genuinely new logos. 

Another common symptom of system and data misalignment is when active entitlements don’t link to an opportunity in Salesforce, distorting renewal metrics in the process. Most large organizations rely on Salesforce automation to generate renewal opportunities for the next term as soon as a subscription or contract is provisioned. These next-term opportunities are typically pre-populated with key fields such as contract start and end dates, account details, and the “Up for Renewal” amount. In theory, this process ensures every active subscription is paired with a renewal opportunity, giving Renewal Managers full visibility into upcoming revenue. But, in practice, automation often breaks down when data conditions don’t align perfectly. As a result, some renewal opportunities never get created, even when customers are active and contracts are live, leading to missed renewals and lost revenue. Many mid-market and large technology companies have seen these gaps add up to millions of dollars in missed renewals each quarter.  

The good news: All of this renewal leakage is entirely preventable. 

Quantifying the Impact: The Renewal Integrity Waterfall 

At Coro by Bain & Company, we measure this leakage with the Renewal Integrity Waterfall, a structured process that reconciles every piece of renewal data to reveal both true churn and recoverable revenue. 

We begin with all entitlement records and apply a series of reconciliations: 

1. Remove expired or non-renewing contracts. 
2. Adjust for co-terms, pull-forwards, and merged entities.
3. Match valid entitlements to Salesforce opportunities. 
4. Identify missing opportunities, i.e. active contracts without renewal coverage. 
5. Eliminate duplicates and misaligned records. 

Illustrative example of a Renewal Integrity Waterfall showing how systematic reconciliation can uncover missing renewal opportunities and clarify true churn. Figures shown are hypothetical.  

The result is a clear picture of renewal performance: which losses are real, which are recoverable, and how much recoverable ARR is hiding in the gaps. 

Even in the unusual case when missing renewals do not exist, the process produces a clean, unified dataset that clarifies true churn and provides a trusted baseline for expansion through upsell and cross-sell. 

EverClean Renewals: Building the Foundation for Renewal Intelligence 

EverClean Renewals addresses these data challenges directly. Using an advanced -matching engine and data cleaning techniques refined across hundreds of client projects, EverClean reconciles customers, contracts, and opportunities, even when names, IDs, or hierarchies differ. The result is a single Renewal Master Table that integrates data from CRM, ERP, and service systems into one trusted source of truth. 

This clean foundation enables companies to: 

• Quantify recoverable renewal pipeline, uncovering millions in ARR. 

• Reduce false churn and improve renewal forecast accuracy. 

• Equip renewal and account teams with higher-quality data to prioritize at-risk accounts. 

• Identify cross-sell and upsell potential through unified visibility into accounts and products. 

• Create a solid foundation for advanced analytics such as Churn Prediction, Customer 360 etc. 

From Data Hygiene to Predictable Growth 

When renewal data is fragmented, companies don’t just lose renewals; they lose growth potential. Each missed renewal is also a missed chance to deepen customer relationships. 

By reconciling renewal data across systems, organizations can shift from reactive reporting to proactive management: plugging leaks, recovering hidden revenue, and creating a clean, connected data foundation for churn analysis and forecasting. 

EverClean Renewals turns data hygiene into a growth engine. The takeaway is simple: a substantial part of what looks like customer churn is actually data churn. Fixing it could be the fastest path to unlocking your next wave of renewal growth and profitability improvement.