Renewal Orchestration

Renewal Orchestration (RENEW Framework)

Design a renewal motion that produces forecastable Gross Revenue Retention, defends price, and uses the renewal moment as an expansion event - not a re-validation event. RENEW replaces "let's get the redline back" with a coordinated, signal-driven motion that starts 120+ days before contract end.

Core Principle

**A renewal is won or lost 90 days before the contract end date, not in the redline cycle.** RENEW front-loads risk identification and value evidence so the commercial conversation is short, defensible, and frequently expansion-oriented.

The RENEW Framework

| Letter | Stage | The Question | |--------|-------|--------------| | R | Risk Scoring | What is the renewal risk score 180 / 120 / 60 days out, and what signals drive it? | | E | Engagement Re-establishment | Who is the buying group at renewal, and are they re-engaged? | | N | Negotiation Posture | What is the price / terms posture, and what are the walk-away conditions? | | E | Expansion Inclusion | What expansion play, if any, is bundled into the renewal conversation? | | W | Win the Close | What artifact pack, decision criteria, and approval path are pre-aligned? |

Renewal Risk Scoring

Risk is a composite - not a single number. Score these at T-180:

| Dimension | Signal | Weight | |-----------|--------|--------| | Adoption | Engagement / workflow coverage vs. cohort | 25% | | Outcome attainment | Customer's stated success metric progress | 25% | | Stakeholder | Champion engaged in last 90 days, exec sponsor identified | 20% | | Commercial signal | Procurement contact, late payment, MSA review | 15% | | Competitive exposure | Inbound research on competitors, RFI signal | 10% | | Support / quality | Critical-severity ticket trend | 5% |

Bucket into Green / Yellow / Red and route to the matching play.

Renewal Timeline

| Days Out | Activity | Owner | |----------|----------|-------| | T-180 | Risk score baseline, success-plan refresh | CSM | | T-150 | Stakeholder map refresh, exec sponsor re-engaged | CSM + AE | | T-120 | Value-realization pack draft, expansion thesis identified | CSM + AE | | T-90 | Renewal conversation initiated, EBR or value review | CSM + AE | | T-60 | Commercial proposal, terms / pricing | AE + Deal Desk | | T-30 | Negotiation + approvals | AE + Legal | | T-0 | Signed renewal | All | | T+30 | Renewal debrief, NRR / GRR booked, post-renewal plan | CSM |

Negotiation Posture

Pre-decide posture before the customer asks for a discount.

| Lever | Standard Posture | Red-Risk Posture | |-------|------------------|------------------| | Price | Hold or uplift per index | Concede to price hold, never below | | Term | 1-yr standard, 3-yr incentive | 1-yr only if needed to save | | Payment terms | Annual upfront | Annual; consider semi-annual to save | | Auto-renew | Standard | Convert to manual if relationship is tense | | Volume / true-up | Annual true-up | Defer true-up one cycle |

Walk-away conditions must be written before the negotiation starts.

Expansion at Renewal

A renewal with no expansion thesis is a missed compounding opportunity.

| Expansion Trigger | Play | |-------------------|------| | Adjacent team adoption signal | Multi-thread + cross-team workshop | | New use case in workflow data | Solution scoping + scoped expansion proposal | | Module attach signal | Bundle into renewal with multi-year discount | | Seat utilization > 85% | Seat expansion conversation pre-renewal |

Output

Save to outputs/renewal-orchestration-[segment]-[YYYY-MM-DD].md

| Artifact | Description | |----------|-------------| | Risk Scoring Spec | Signals, weights, thresholds, refresh cadence | | Renewal Timeline Template | T-180 → T+30 with owners and SLAs | | Posture Matrix | Pricing / terms posture by risk tier | | Walk-Away Rubric | Pre-decided "won't go below" conditions per segment | | Value Realization Pack Template | Outcome evidence + ROI presentation | | Expansion Play Library | Triggers → plays → AE/CSM ownership | | Renewal Dashboard | Risk distribution, renewal cohort GRR/NRR, save rate, expansion-at-renewal % |

Process

1. Build the risk score with weighted signals; validate against historical churn
2. Codify the T-180 → T+30 timeline with owners and SLAs
3. Pre-decide posture at the segment level, not deal-by-deal
4. Write walk-away conditions with finance and exec alignment
5. Standardize the value pack so every CSM produces consistent evidence
6. Build the expansion play library with explicit AE handoff rules

Tips

1. Late risk identification is the #1 churn driver - instrument T-180 baseline
2. The redline is not the negotiation - the negotiation is at the value pack
3. Multi-year discounts must be earned, not given to close
4. Auto-renew is a privilege, not a default; revoke when trust erodes
5. Always debrief renewals - wins and losses both teach pricing posture

Pairs With

• customer-success - Health score feeds the risk score
• revenue-analytics - NRR / GRR diagnostics rolls renewal outcomes
• enablement-forge - Builds the value realization pack and EBR templates
• revenue-forecasting - Renewal-stage probability informs the forecast

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: varunk130
• Source: varunk130/ai-gtm-skill-library
• License: MIT

Install and usage instructions live in the source repository linked above.