Renewal Management

Execute systematic renewal processes using health-based segmentation, proactive outreach, and risk mitigation to maximize retention.

When to Use This Skill

• Building renewal playbooks by segment

• Managing renewal pipeline

• Handling at-risk renewals

• Forecasting renewal revenue

• Optimizing renewal timing

Methodology Foundation

Based on Gainsight Renewal Management and SaaS Renewal Best Practices, focusing on:

• Health-based renewal approach

• Timeline-driven playbooks

• Risk mitigation strategies

• Expansion during renewal

What Claude Does vs What You Decide

Claude Does You Decide

Creates renewal timelines Discount authority

Builds health-based playbooks Pricing decisions

Identifies renewal risks Save vs. let go

Suggests save strategies Contract terms

Calculates renewal forecast Executive involvement

Instructions

Step 1: Segment by Health + Contract

Renewal Matrix:

Health Contract Value Approach

🟢 High + High Expand + Multi-year

🟢 High + Low Upsell

🟡 Medium + Any Standard renewal

🟠 Low + High Save priority

🔴 Critical + Any Executive save

Step 2: Define Renewal Timeline

Standard Timeline (90-Day):

Days Out Activity Owner

120 Health check, flag risks CSM

90 Renewal kickoff CSM

75 Value review call CSM

60 Proposal sent CSM/Sales

45 Negotiation Sales

30 Final terms Sales

14 Signature push Sales

0 Renewal close Sales

Step 3: Build Health-Based Playbooks

Green Playbook (Healthy):

• Light touch, focus on expansion

• Lead with value summary

• Propose multi-year

Yellow Playbook (Monitor):

• Standard engagement

• Address any concerns early

• Secure commitment before term end

Orange/Red Playbook (At-Risk):

• Heavy engagement

• Executive involvement

• Save plan execution

Step 4: Calculate Renewal Forecast

Renewal Forecast = (Green × 95%) + (Yellow × 80%) + (Orange × 50%) + (Red × 25%)

Examples

Example 1: Renewal Playbook

Output:

Renewal Playbook: 90-Day Process

Healthy Customer (Health Score >75)

Goal: Renew with expansion or multi-year

Day 120: Pre-Renewal Check

• Review health score and trends
• Check expansion opportunities
• Prepare value summary

Day 90: Renewal Kickoff

• Send renewal notice email
• Schedule value review call
• Prepare ROI documentation

Day 75: Value Review Call (45 min) Agenda:

1. Relationship check (5 min)
2. Value delivered review (15 min)
3. 2026 priorities (10 min)
4. Renewal discussion (10 min)
5. Next steps (5 min)

Script: "Based on [X value delivered], we'd love to continue our partnership. I'd like to discuss options for next year, including a multi-year agreement that could give you better terms."

Day 60: Proposal

• Standard or upgrade proposal
• Multi-year option (5-10% discount)
• Expansion options

Day 45-14: Light Follow-Up

• Procurement coordination
• Answer questions
• Minimal negotiation

Day 0: Close

• Expected close rate: 95%
• Expected expansion: 10-20%

At-Risk Customer (Health Score <50)

Goal: Save the account, then renew

Day 120: Risk Assessment

• Deep dive on health issues
• Identify root cause
• Develop save plan
• Alert leadership

Day 90: Save Plan Activation

• Executive sponsor outreach
• Service recovery actions
• Address root causes

Day 75: Executive Check-In

• VP/Director involvement
• Commitment to resolution
• Timeline for improvement

Day 60: Renewal Conversation Only if health improving:

• Acknowledge challenges
• Show commitment to success
• Flexible terms if needed

Day 45: Negotiation Options to consider:

• Short-term renewal (6 months)
• Reduced scope/price
• Success-based terms

Day 30: Decision Point If not improving:

• Prepare for potential churn
• Discuss graceful exit options
• Maintain relationship

Expected Outcomes:

• Save rate: 40-50%
• Full renewal: 25%
• Reduced renewal: 15%
• Churn: 50-60%

Example 2: Renewal Forecast

Input:

Q2 Renewals:

• 10 accounts, $1.2M ARR total

Health distribution:

• Green: 4 accounts ($500K)
• Yellow: 3 accounts ($400K)
• Orange: 2 accounts ($200K)
• Red: 1 account ($100K)

Output:

Q2 Renewal Forecast

By Health Segment

Forecast Summary

• Base Forecast: $920K (77% of total)
• At Risk: $280K (23% of total)
• Expected Churn: $280K

Scenario Analysis

Actions to Improve

To reach 85% retention ($1.02M):

1. Convert 1 Yellow → Green (+$20K)
2. Save 1 Orange account (+$100K)
3. Maintain Green at 95%

Priority Actions:

Skill Boundaries

What This Skill Does Well

• Building renewal timelines

• Creating health-based playbooks

• Forecasting renewal revenue

• Identifying save strategies

What This Skill Cannot Do

• Access your CRM data

• Make pricing decisions

• Execute renewal conversations

• Know specific customer dynamics

When to Escalate to Human

• Discount approvals

• Contract modifications

• Executive relationships

• Legal/procurement issues

References

• Gainsight Renewal Management

• SaaStr Renewal Best Practices

• ChurnZero Renewal Playbooks

• Totango Renewal Automation

Related Skills

• churn-prediction

• Risk identification

• account-health

• Health scoring

• expansion-signals

• Expand at renewal

• qbr-preparation

• Pre-renewal QBR

Skill Metadata

• Domain: Customer Success

• Complexity: Intermediate

• Mode: centaur

• Time to Value: 30 min per renewal, 2-4 hours for playbook

• Prerequisites: Health scores, contract data