Renewal Process Template

Use this template to manage every renewal. Start the process 120 days before the contract expiration date. Customize the timeline based on your contract length (shorten for quarterly, extend for multi-year).

Renewal Overview

Field	Details
Account name
CSM
AE / Account Executive
Current ARR
Contract end date
Renewal start date (T-120 days)
Health score	Green / Yellow / Red
Expansion opportunity	Y / N
Estimated renewal ARR
Risk level	Low / Medium / High

Phase 1: Internal Prep (T-120 to T-90 days)

Complete these steps before reaching out to the customer about renewal.

Task	Owner	Deadline	Done
Review account health score and trend	CSM	T-120	[ ]
Pull product usage data for the contract period	CSM	T-120	[ ]
Review open support tickets and CSAT scores	CSM	T-115	[ ]
Document ROI and value delivered	CSM	T-110	[ ]
Check for expansion signals (usage above license, new teams)	CSM	T-110	[ ]
Review any open commitments or unresolved issues	CSM	T-105	[ ]
Align with AE on renewal strategy and pricing	CSM + AE	T-100	[ ]
Flag high-risk renewals to CS leadership	CSM	T-100	[ ]
Prepare renewal deck with value summary	CSM	T-95	[ ]

Phase 2: Customer Engagement (T-90 to T-60 days)

Task	Owner	Deadline	Done
Schedule renewal conversation with champion	CSM	T-90	[ ]
Present value summary and gather feedback	CSM	T-85	[ ]
Identify any objections or concerns	CSM	T-85	[ ]
Confirm decision maker and procurement process	CSM	T-80	[ ]
Discuss expansion opportunities if applicable	CSM + AE	T-75	[ ]
Address any open issues or feature requests	CSM	T-70	[ ]
Send formal renewal proposal with updated terms	AE	T-65	[ ]

Phase 3: Negotiation and Close (T-60 to T-0 days)

Task	Owner	Deadline	Done
Follow up on renewal proposal	AE	T-55	[ ]
Negotiate terms if needed	AE	T-45	[ ]
Send final contract for signature	AE	T-30	[ ]
Escalate unsigned contracts to leadership	AE + CSM	T-15	[ ]
Confirm contract signed	AE	T-7	[ ]
Update CRM with new contract details	AE	T-0	[ ]
Schedule post-renewal success planning call	CSM	T+7	[ ]

Renewal Conversation Framework

Use this structure for the T-90 renewal meeting.

Part 1: Value Review (10 minutes)

• Review the customer’s original goals when they purchased
• Present specific metrics showing value delivered (usage data, time saved, revenue impacted)
• Share 2-3 highlights from the contract period

Part 2: Feedback (10 minutes)

• Ask: “What has worked well this year?”
• Ask: “Where have we fallen short of your expectations?”
• Ask: “What are your priorities for the next 12 months?”

Part 3: Forward Plan (10 minutes)

• Present a plan for the next contract period aligned with their stated priorities
• Discuss any product updates or new features relevant to their goals
• If expansion is relevant, introduce the conversation naturally based on their growth

Part 4: Next Steps (5 minutes)

• Confirm renewal interest and timeline
• Identify any internal approvals needed on their side
• Agree on next meeting date and deliverables

Risk Assessment Matrix

Score each factor and calculate overall risk.

Risk Factor	Low Risk (1)	Medium Risk (2)	High Risk (3)	Score
Health score	Green	Yellow	Red
Champion status	Active and engaged	Engaged but changing roles	Left or disengaged
Product usage	Growing or stable	Declining slightly	Declining significantly
Open issues	None or minor	1-2 moderate issues	Critical unresolved issues
Competitive threat	No competitor activity	Competitor evaluation rumored	Active competitor evaluation
Budget / procurement	Straightforward renewal	Budget review required	Budget cuts or reorg
Total				/18

Total Score	Risk Level	Action
6-8	Low	Standard renewal process
9-12	Medium	Increase touch frequency, address concerns proactively
13-15	High	Executive escalation, create dedicated save plan
16-18	Critical	Immediate executive engagement, daily internal review

Post-Renewal Actions

Task	Owner	Deadline	Done
Send thank-you email to customer	CSM	T+1 day	[ ]
Update health score and account notes	CSM	T+3 days	[ ]
Schedule success planning for new contract period	CSM	T+7 days	[ ]
Request referral or case study (if health is green)	CSM	T+14 days	[ ]
Log renewal outcome and lessons learned	CSM	T+7 days	[ ]