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renewal-management

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Renewal Management

续约管理

Execute systematic renewal processes using health-based segmentation, proactive outreach, and risk mitigation to maximize retention.
借助基于健康度的细分、主动触达和风险缓解措施，执行系统化的续约流程，以最大化客户留存率。

When to Use This Skill

何时使用本Skill

  • Building renewal playbooks by segment
  • Managing renewal pipeline
  • Handling at-risk renewals
  • Forecasting renewal revenue
  • Optimizing renewal timing
  • 按细分群体制定续约执行手册
  • 管理续约流程管线
  • 处理高风险续约
  • 预测续约收入
  • 优化续约时机

Methodology Foundation

方法论基础

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
基于Gainsight Renewal Management和SaaS Renewal Best Practices，重点关注：
  • 基于健康度的续约方法
  • 时间线驱动的执行手册
  • 风险缓解策略
  • 续约期间的业务拓展

What Claude Does vs What You Decide

Claude的职责 vs 你的决策

Claude DoesYou Decide
Creates renewal timelinesDiscount authority
Builds health-based playbooksPricing decisions
Identifies renewal risksSave vs. let go
Suggests save strategiesContract terms
Calculates renewal forecastExecutive involvement
Claude的职责你的决策
创建续约时间线折扣权限
构建基于健康度的执行手册定价决策
识别续约风险保留客户还是放弃
提出客户留存策略合同条款
计算续约预测高管介入

Instructions

操作步骤

Step 1: Segment by Health + Contract

步骤1：按健康度+合同价值细分

Renewal Matrix:
HealthContract ValueApproach
🟢 High + HighExpand + Multi-year
🟢 High + LowUpsell
🟡 Medium + AnyStandard renewal
🟠 Low + HighSave priority
🔴 Critical + AnyExecutive save
续约矩阵：
健康度合同价值应对方案
🟢 高价值+高健康度拓展+多年期续约
🟢 低价值+高健康度交叉销售/升级
🟡 任意价值+中等健康度标准续约流程
🟠 高价值+低健康度优先留存
🔴 任意价值+临界健康度高管介入留存

Step 2: Define Renewal Timeline

步骤2：定义续约时间线

Standard Timeline (90-Day):
Days OutActivityOwner
120Health check, flag risksCSM
90Renewal kickoffCSM
75Value review callCSM
60Proposal sentCSM/Sales
45NegotiationSales
30Final termsSales
14Signature pushSales
0Renewal closeSales
标准时间线（90天）：
剩余天数活动内容负责人
120健康度检查，标记风险CSM
90续约启动CSM
75价值回顾会议CSM
60发送续约提案CSM/销售
45谈判销售
30最终条款确认销售
14推动签署销售
0完成续约销售

Step 3: Build Health-Based Playbooks

步骤3：构建基于健康度的执行手册

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
绿色执行手册（健康客户）：
  • 轻量级触达，聚焦业务拓展
  • 以价值总结为切入点
  • 提议多年期续约
黄色执行手册（需监控客户）：
  • 标准互动流程
  • 尽早解决潜在顾虑
  • 在合同到期前获取续约承诺
橙色/红色执行手册（高风险客户）：
  • 高频深度互动
  • 高管介入
  • 执行客户留存计划

Step 4: Calculate Renewal Forecast

步骤4：计算续约预测

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

Examples

示例

Example 1: Renewal Playbook

示例1：续约执行手册

Output:
undefined
输出：
undefined

Renewal Playbook: 90-Day Process

Renewal Playbook: 90-Day Process

Healthy Customer (Health Score >75)

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%
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)

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%
undefined
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%
undefined

Example 2: Renewal Forecast

示例2：续约预测

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:
undefined
输入：
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)
输出：
undefined

Q2 Renewal Forecast

Q2 Renewal Forecast

By Health Segment

By Health Segment

HealthAccountsARRProbForecast
🟢 Green4$500K95%$475K
🟡 Yellow3$400K80%$320K
🟠 Orange2$200K50%$100K
🔴 Red1$100K25%$25K
Total10$1.2M$920K
HealthAccountsARRProbForecast
🟢 Green4$500K95%$475K
🟡 Yellow3$400K80%$320K
🟠 Orange2$200K50%$100K
🔴 Red1$100K25%$25K
Total10$1.2M$920K

Forecast Summary

Forecast Summary

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

Scenario Analysis

Scenario Analysis

ScenarioRetentionARR
Best Case90%$1.08M
Base Case77%$920K
Worst Case60%$720K
ScenarioRetentionARR
Best Case90%$1.08M
Base Case77%$920K
Worst Case60%$720K

Actions to Improve

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:
AccountHealthARRAction
OrangeCo #1🟠$120KExecutive save plan
OrangeCo #2🟠$80KSuccess intervention
RedCorp🔴$100KLast-resort save or exit
undefined
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:
AccountHealthARRAction
OrangeCo #1🟠$120KExecutive save plan
OrangeCo #2🟠$80KSuccess intervention
RedCorp🔴$100KLast-resort save or exit
undefined

Skill Boundaries

Skill边界

What This Skill Does Well

本Skill擅长的场景

  • Building renewal timelines
  • Creating health-based playbooks
  • Forecasting renewal revenue
  • Identifying save strategies
  • 构建续约时间线
  • 创建基于健康度的执行手册
  • 预测续约收入
  • 制定客户留存策略

What This Skill Cannot Do

本Skill无法完成的事项

  • Access your CRM data
  • Make pricing decisions
  • Execute renewal conversations
  • Know specific customer dynamics
  • 访问你的CRM数据
  • 制定定价决策
  • 执行续约沟通
  • 了解特定客户动态

When to Escalate to Human

何时升级至人工处理

  • Discount approvals
  • Contract modifications
  • Executive relationships
  • Legal/procurement issues
  • 折扣审批
  • 合同修改
  • 高管关系维护
  • 法务/采购问题

References

参考资料

  • Gainsight Renewal Management
  • SaaStr Renewal Best Practices
  • ChurnZero Renewal Playbooks
  • Totango Renewal Automation
  • Gainsight Renewal Management
  • SaaStr Renewal Best Practices
  • ChurnZero Renewal Playbooks
  • Totango Renewal Automation

Related Skills

相关Skill

  • churn-prediction
    - Risk identification
  • account-health
    - Health scoring
  • expansion-signals
    - Expand at renewal
  • qbr-preparation
    - Pre-renewal QBR
  • churn-prediction
    - 风险识别
  • account-health
    - 健康度评分
  • expansion-signals
    - 续约时拓展业务
  • qbr-preparation
    - 续约前QBR准备

Skill Metadata

Skill元数据

  • Domain: Customer Success
  • Complexity: Intermediate
  • Mode: centaur
  • Time to Value: 30 min per renewal, 2-4 hours for playbook
  • Prerequisites: Health scores, contract data
  • 领域: 客户成功
  • 复杂度: 中级
  • 模式: centaur
  • 价值实现时间: 单客户续约30分钟，执行手册2-4小时
  • 前置条件: 客户健康度评分、合同数据