--- name: renewals-management description: "Manage subscription and contract renewals through proactive engagement, risk assessment, expansion opportunity identification, and retention strategies. Use when building renewal processes, creating renewal playbooks, managing at-risk renewals, identifying expansion opportunities, or creating renewal forecasting models. Triggers on phrases like 'renewal management', 'contract renewal', 'renewal forecast', 'retention strategy', 'expansion opportunity', 'at-risk renewal', 'renewal playbook', 'churn prevention', 'upsell opportunity', 'cross-sell', 'renewal rate', 'NRR', 'GRR'." --- # Renewals Management & Retention Proactively manage subscription and contract renewals through systematic risk assessment, engagement planning, expansion identification, and retention strategies to maximize gross and net revenue retention. ## Workflow ### Phase 1: Renewal Pipeline Management 1. **Renewal portfolio visibility**: - Master renewal calendar with contract end dates - Segmentation by: revenue tier, customer health, renewal risk, product mix - Ownership assignment (AM, CSM, renewal specialist) - Timeline: 90-day renewal cycle (enterprise), 60-day (mid-market), 30-day (SMB) 2. **Renewal risk scoring**: - Health score integration (usage, support, satisfaction signals) - Engagement indicators (QBR attendance, stakeholder activity) - Competitive intelligence (competitive mentions, RFP activity) - Business signals (funding news, leadership changes, strategic shifts) 3. **Forecast development**: - Probabilistic renewal forecast (likely, at-risk, unlikely) - Expansion and contraction projections - Gross Revenue Retention (GRR) and Net Revenue Retention (NRR) forecasts - Monthly renewal rollup with confidence intervals ### Phase 2: Pre-Renewal Engagement 1. **Strategic account planning**: - Business review preparation (value delivered, ROI metrics) - Stakeholder mapping and engagement plan - Competitive positioning and differentiation reinforcement - Expansion opportunity identification (upsell, cross-sell) 2. **Value demonstration**: - Quarterly business reviews (QBRs) or annual business reviews (ABRs) - ROI report generation (usage data, outcomes, benchmarks) - Success story development (customer-specific achievements) - Roadmap alignment (upcoming features relevant to customer) 3. **Renewal negotiation preparation**: - Pricing strategy (increase, maintain, discount based on risk/value) - Term extension options (multi-year discounts) - Package optimization (rightsizing, add-ons) - BATNA (Best Alternative to Negotiated Agreement) definition ### Phase 3: Renewal Execution & Post-Renewal 1. **Renewal execution**: - Contract preparation and legal review - Negotiation and term finalization - Signature and administrative processing - Handoff to success team (post-renewal engagement plan) 2. **At-risk renewal intervention**: - Early warning triggers (engagement drop, competitor mention, budget concern) - Escalation path (manager → director → VP → executive) - Retention playbook activation (discount, term adjustment, value-add) - Executive intervention (CEO/CRO outreach for strategic accounts) 3. **Post-renewal optimization**: - Renewal analysis and lessons learned - Customer health reset and monitoring - Expansion opportunity follow-up - Process improvement recommendations ## Templates ### Renewal Management Framework ``` RENEWAL MANAGEMENT — Process Framework ======================================== Version: [3.0] | Effective: [Date] RENEWAL TIMELINE (Enterprise — 90-Day Cycle): ┌──────────────────────────────────────────────────────────────┐ │ T-90 days: RENEWAL INITIATION │ │ • Account flagged in CRM for renewal │ │ • Ownership assigned (AM/CSM) │ │ • Health score and risk assessment generated │ │ • Stakeholder mapping updated │ │ • Initial engagement plan created │ ├──────────────────────────────────────────────────────────────┤ │ T-75 days: BUSINESS REVIEW │ │ • QBR/ABR scheduled and executed │ │ • ROI report prepared and presented │ │ • Expansion opportunities identified │ │ • Customer concerns documented │ │ • Success story captured (if positive) │ ├──────────────────────────────────────────────────────────────┤ │ T-60 days: RISK ASSESSMENT │ │ • Renewal risk score updated │ │ • Competitive intelligence refreshed │ │ • Engagement plan adjusted (if at-risk) │ │ • Retention playbook activated (if needed) │ │ • Escalation initiated (if high risk) │ ├──────────────────────────────────────────────────────────────┤ │ T-45 days: NEGOTIATION PREP │ │ • Pricing strategy determined │ │ • Contract terms drafted │ │ • Expansion/cross-sell proposal prepared │ │ • BATNA defined │ │ │ Legal review initiated │ ├──────────────────────────────────────────────────────────────┤ │ T-30 days: RENEWAL PROPOSAL │ │ • Renewal proposal sent to customer │ │ • Negotiation meetings scheduled │ │ • Executive alignment (if needed) │ │ • Alternative scenarios prepared │ ├──────────────────────────────────────────────────────────────┤ │ T-15 days: CLOSING │ │ • Final terms agreed │ │ • Contract sent for signature │ │ • Legal final review │ │ • Contingency plan (if still negotiating) │ ├──────────────────────────────────────────────────────────────┤ │ T-0 to T-7 days: EXECUTION │ │ • Contract signed │ │ • Billing updated │ │ • Customer success team notified │ │ │ Post-renewal engagement plan created │ ├──────────────────────────────────────────────────────────────┤ │ T+7 to T+30 days: POST-RENEWAL │ │ • Customer health reset │ │ • Expansion follow-up (if deferred) │ │ • Renewal retrospective documented │ │ • Lessons learned captured │ └──────────────────────────────────────────────────────────────┘ RENEWAL RISK SCORING MODEL: GREEN (Likely renew): 80-100 → Standard process YELLOW (Monitor): 60-79 → Enhanced engagement ORANGE (At-risk): 40-59 → Retention playbook RED (High-risk): 20-39 → Executive intervention CRITICAL (Likely churn): 0-19 → All-hands retention effort Scoring factors: Health score: 25% Engagement level: 20% Competitive signals: 15% Stakeholder advocacy: 15% Financial health: 10% Contract history: 5% Product fit/satisfaction: 10% ``` ### Renewal Forecast Template ``` RENEWAL FORECAST — Q1 2025 ============================ Forecast Date: 2025-01-15 | Prepared by: Revenue Operations PORTFOLIO SUMMARY: Total contracts renewing in Q1: 247 Total renewal ARR: $18.4M Weighted renewal forecast: $16.8M Expansion pipeline: $2.1M Contraction risk: ($0.6M) ───────────────────────────────────── Net renewal forecast: $18.3M RENEWAL FORECAST BY RISK TIER: ┌──────────────┬───────────┬──────────┬────────────┬───────────────┐ │ Risk Tier │ Contracts │ ARR │ Probability│ Weighted ARR │ ├──────────────┼───────────┼──────────┼────────────┼───────────────┤ │ Green │ 156 │ $12.8M │ 95% │ $12.16M │ │ Yellow │ 58 │ $ 3.4M │ 75% │ $2.55M │ │ Orange │ 22 │ $ 1.2M │ 50% │ $0.60M │ │ Red │ 7 │ $ 0.5M │ 25% │ $0.13M │ │ Critical │ 4 │ $ 0.5M │ 5% │ $0.03M │ ├──────────────┼───────────┼──────────┼────────────┼───────────────┤ │ TOTAL │ 247 │ $18.4M │ 80.4% │ $15.47M │ └──────────────┴───────────┴──────────┴────────────┴───────────────┘ EXPANSION FORECAST: Upsell pipeline: $1.4M (probabilistic: $0.84M at 60%) Cross-sell pipeline: $0.7M (probabilistic: $0.35M at 50%) Total expansion: $2.1M (probabilistic: $1.19M) MONTHLY RENEWAL BREAKDOWN: January: $5.8M renewals | 82 contracts | 88% weighted probability February: $6.2M renewals | 89 contracts | 85% weighted probability March: $6.4M renewals | 76 contracts | 78% weighted probability TOP 10 AT-RISK RENEWALS (by ARR impact): ┌──────────┬──────────┬────────┬─────────────┬────────────────────┐ │ Account │ ARR │ Risk │ Renewal │ Intervention │ │ │ │ Score │ Date │ Status │ ├──────────┼──────────┼────────┼─────────────┼────────────────────┤ │ GlobalTech│ $420K │ 32 │ Feb 15 │ Exec outreach │ │ DataFlow │ $285K │ 28 │ Feb 28 │ Retention plan │ │ CloudSys │ $195K │ 41 │ Jan 31 │ QBR scheduled │ │ TechVent │ $165K │ 35 │ Mar 10 │ Competitive intel │ │ FinServe │ $148K │ 45 │ Feb 05 │ ROI report sent │ └──────────┴──────────┴────────┴─────────────┴────────────────────┘ RENEWAL RATE PROJECTIONS: Gross Revenue Retention (GRR): Current (12-month rolling): 94.2% Q1 projected: 93.8% (4 at-risk contracts may churn) Target: ≥ 95% Net Revenue Retention (NRR): Current (12-month rolling): 112% Q1 projected: 111% (expansion offsetting churn) Target: ≥ 110% Contraction rate: 2.1% (target: < 3%) Expansion rate: 19.8% (target: ≥ 15%) KEY RISK FACTORS: ⚠ 3 enterprise renewals in competitive situation (DataViz Pro) ⚠ Budget freeze at 2 mid-market accounts (economic pressure) ⚠ 1 critical account with stakeholder change (new VP, unknown stance) ✓ 85% of green accounts already have verbal commitment to renew RECOMMENDATIONS: 1. Priority: executive outreach for GlobalTech ($420K at-risk) — this week 2. Competitive battlecards update for DataViz Pro comparisons 3. ROI report templates for budget-conscious accounts 4. Multi-year renewal incentive program launch (Q2) ``` ## Integration Points - **CRM**: Salesforce, HubSpot (renewal tracking, opportunity management) - **CS platforms**: Gainsight, Totango, Planhat (health scores, engagement) - **Contract management**: Docuware, Icertis, Conga (contract storage, terms) - **Billing platforms**: Stripe, Chargebee, Zuora (renewal automation, dunning) - **CPQ**: Salesforce CPQ, PandaDoc (quotation, contracting) - **Analytics**: Tableau, Power BI (renewal dashboards, forecasting) - **eSignature**: DocuSign, Adobe Sign (contract execution) - **Communication**: Slack, email (alerts, escalation notifications) - **Revenue operations**: Revenue.io, Kit (renewal orchestration) ## Edge Cases | Scenario | Handling | |----------|----------| | Customer silent as renewal approaches (no engagement) | Escalate outreach frequency; executive call; in-person visit if feasible | | Renewal during customer leadership transition | Identify new stakeholders quickly; schedule intro meetings; re-establish value narrative | | Customer requests significant discount to renew | Value-based justification; alternative concessions (term extension, add-ons); BATNA assessment | | Competitive bid received at late stage (T<15 days) | Emergency competitive response; executive engagement; differentiate on switching costs | | Customer wants to renew but reduce scope/seats | Analyze usage data; right-size proposal; protect core revenue; schedule expansion review | | Contract has unfavorable terms customer wants changed | Legal review; negotiate term changes while protecting revenue; document concessions | | Customer merges with/acquired by another company | Immediate outreach; consolidate accounts; renegotiate enterprise-wide deal | | Multi-year renewal negotiation stalls | Break into annual with renewal guarantee; offer escalation discounts; add value commitments | ## Output ### Renewals Management Dashboard ``` RENEWALS MANAGEMENT DASHBOARD — Live View ========================================== As of: 2025-01-15 RENEWAL METRICS: Gross Revenue Retention (GRR): 94.2% [█████████████████████████████░░░░░] (target: ≥95%) ⚠ Net Revenue Retention (NRR): 112.0% [████████████████████████████████████] (target: ≥110%) ✓ Renewal rate (by count): 93.8% [███████████████████████████████░░░░░] Avg expansion at renewal: +8.4% [↑ from +6.2% last quarter] Avg contraction at renewal: -3.1% [↓ from -4.5% last quarter] ✓ Q1 2025 RENEWAL PIPELINE: Total renewing: $18.4M | 247 contracts Renewed so far: $ 6.2M | 82 contracts (signed) In negotiation: $ 8.1M | 98 contracts (active) Pre-engagement: $ 3.4M | 52 contracts (early stage) At-risk: $ 0.7M | 15 contracts (intervention active) RENEWAL BY MONTH: January (remaining): $2.1M | 28 contracts | 91% probability February: $6.2M | 89 contracts | 85% probability March: $6.4M | 76 contracts | 78% probability RISK DISTRIBUTION: Green (95%): ████████████████████████████████████████ 156 contracts Yellow (75%): ██████████████████ 58 contracts Orange (50%): ████████ 22 contracts Red (25%): ███ 7 contracts Critical (5%): ██ 4 contracts AT-RISK INTERVENTIONS: Active interventions: 15 accounts ($700K ARR at risk) Escalated to executive: 4 accounts ($960K ARR) Intervention success rate: 67% (13/19 saved last quarter) Avg days to resolution: 22 days RENEWAL TEAM PERFORMANCE: ┌──────────────────┬───────────┬──────────┬────────────┬──────────────┐ │ Owner │ Contracts │ ARR │ Renewed │ Win Rate │ ├──────────────────┼───────────┼──────────┼────────────┼──────────────┤ │ Sarah Kim │ 42 │ $2.8M │ 38 │ 90.5% │ │ Tom Chen │ 38 │ $2.4M │ 34 │ 89.5% │ │ Lisa Park │ 45 │ $3.1M │ 41 │ 91.1% │ │ Mike Johnson │ 35 │ $2.2M │ 30 │ 85.7% │ │ New Specialist │ 28 │ $1.8M │ — │ — (new) │ └──────────────────┴───────────┴──────────┴────────────┴──────────────┘ EXPANSION OPPORTUNITIES: Identified: $2.1M across 47 accounts In negotiation: $0.8M across 12 accounts Deferred to post-renewal: $1.3M across 35 accounts NEXT 30-DAY PRIORITIES: 1. Close 28 January renewals ($2.1M) — target: 95%+ renewal rate 2. Begin QBR cycle for February renewals (89 contracts) 3. Execute retention playbooks for 4 critical-risk accounts 4. Prepare multi-year renewal proposals for 12 green enterprise accounts ```