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An account rarely announces that it is leaving. It orders less, then later, then not at all — and by the time it is obviously gone the relationship has usually gone with it. The signal exists months before the loss and almost nobody is watching for it.
Reorder interval stretching, order size shrinking, breadth narrowing to a couple of lines. Each is unremarkable alone and together they are a leading indicator with months of warning in it.
A rep with sixty accounts cannot watch all of them equally. Knowing which five changed behaviour this month is worth more than any report of what everybody bought.
Systems are built to notice things that happen. The valuable signal here is something that did not happen, which requires knowing what normal was for that specific account.
Designed, not built. Orders, accounts and their history are recorded today, which is everything the signal needs; the derivation and the alerting are not built.