Blog · Coverage and territory · SaaS

The untouched accounts report: the CRM activity list every SaaS sales leader should run weekly

How to build the untouched accounts report from Salesforce or HubSpot activity: which accounts in each territory have had no two-way contact in the window, ranked by ARR and renewal date, per AE and CSM, with the capacity check that turns it from a list into a plan.

By CoviragePublished 16 September 20263 min read

The short answerThe untouched accounts report lists every account with no two-way logged activity in the window, ninety days for most SaaS teams, ranked by ARR and days to renewal, per AE and CSM. Build it from the CRM's account and activity exports, count only calls, meetings and two-way email, add each owner's load against capacity, and assert that account ARR sums to the reported ARR. It is the report that tells the forecast how much of the territory it can see.

Every SaaS revenue team has a forecast, a pipeline review and a QBR deck. Few have a weekly list of the accounts in the territory that nobody has spoken to. It is the shortest report in the stack and the one that explains the surprises. This guide sets out how to build it from the CRM.

The measure

Per account:

Untouched = no qualifying activity in the last N days, N set per segment Priority = ARR, then days to renewal

Per owner:

Coverage = accounts touched ÷ accounts owned Load = accounts owned ÷ capacity

The rows you need

Accounts: identifier, owner, segment, ARR, renewal date. From the CRM, with ARR from billing where the CRM's is stale.
Activities: account, owner, date, type. From the CRM.
Capacity: accounts one AE or CSM can work in the window, per segment.

Building it

Qualifying activities by type, joined to accounts.
Last qualifying activity date per account.
Untouched flag against the segment's window.
Rank untouched accounts per owner by ARR, then by days to renewal.
Load per owner against capacity.
Assert that account ARR by owner sums to the segment and to reported ARR.

reported ARR = Σ segments = Σ owners = Σ accounts

A worked report

One CSM, enterprise segment, 120-day window, capacity 40.

Account	ARR	Days since activity	Days to renewal	Rank
2291	$180,000	131	58	1
0876	$95,000	124	190	2
1140	$62,000	140	310	3
1302	$18,000	122	40	4

Four untouched of 44 owned: 91 percent coverage, load 1.1. The CSM is slightly over capacity and the first line is a $180,000 renewal in eight weeks that nobody has spoken to in four months. That is the week's first call, and it was found by a report that took the CRM export and a window.

The report and the forecast

Pipeline for this segment is $3.2m. Untouched accounts carry $355,000 of ARR, and one of them renews inside the quarter. The forecast can see the accounts the team touched; the untouched report is the list of what it cannot. Read together, the forecast call stops being surprised by renewals.

Where it goes wrong

Activity types too broad. The single most common failure. Two-way contact only, and the list of types written down.

Ownership changes without dates. An account moved between owners appears under both. The ARR assertion fails at the owner level; the CRM needs the transfer date.

ARR from the CRM. CRM ARR fields drift from billing. Take ARR from billing and join on the account.

No capacity figure. Without it, an owner with 90 accounts and one with 30 look the same at 80 percent coverage. Load is what separates a workload problem from a coaching one.

Every Monday, per owner

Mapped once, the CRM export produces the untouched list per owner every week, ranked, with load, reconciled to ARR. Covirage builds this from the export as it is. The SaaS page describes the setup, and you can upload a sample CRM export and see the list on your own rows.

Questions people ask

What activity types should count?

Logged calls, meetings and two-way email threads. Automated sequences, marketing sends and one-way outreach do not, or the report reads as complete when nobody has spoken to anyone.

Ninety days for everyone?

Set the window per segment. Enterprise accounts with quarterly business reviews might use 120 days; a transactional segment might use 30. The test is whether an account outside the window is one the team would call neglected.

Should renewals be on the same report?

Yes. An untouched account with a renewal in sixty days is the top of the list whatever its ARR. Days to renewal is the second sort key after ARR.

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