Renewal Management - Project Details / Task List
Tag: renewal-management
Total Hours: 38h
Structure: Single Milestone (<=50h)
Milestone: Renewal Management
Description: A strategic and technical project that builds the workflows, automation, health scoring, and reporting infrastructure needed to proactively manage customer renewals, reduce churn, and maximize recurring revenue retention.
Task List: (Renewal Management) 1. Assessment & Infrastructure Build
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Audit Current Renewal Tracking Method | 2.5h | Document how renewals are currently tracked and identify gaps in visibility, process, and data quality. End state: Complete inventory of current renewal process with documented pain points and gaps. • Review existing renewal tracking method (spreadsheets, CRM fields, calendar reminders, or nothing) • Document where renewal dates are stored and how accurate/complete the data is • Identify which renewals in the last 6 months were discovered late or missed entirely • Interview 2-3 CS team members on their current renewal workflow and pain points • Map where renewals currently fall through the cracks (no owner, no alert, no visibility) • Create gap analysis document showing current state vs. desired state |
| 2. Calculate Baseline Retention Metrics | 2h | Pull historical renewal data to establish baseline GRR, NRR, and churn rates by segment. End state: Documented baseline metrics that will be used to measure project success. • Pull last 12 months of renewal data from CRM/billing system • Calculate Gross Revenue Retention (GRR) - renewals without expansion • Calculate Net Revenue Retention (NRR) - renewals including expansion/contraction • Segment metrics by customer type (enterprise, mid-market, SMB) if applicable • Document churn reasons from churned accounts (categorize as preventable vs. unpreventable) • Identify which segments have highest churn risk for prioritization |
| 3. Inventory Customer Health Data Sources | 2h | Document all available customer health signals and assess data quality and accessibility. End state: Complete inventory of health signals with integration requirements for health scoring. • List all product usage/analytics data available (logins, feature usage, adoption metrics) • Document support ticket data sources and accessibility (volume, severity, resolution time) • Identify NPS/CSAT survey data and collection frequency • Map engagement signals (email opens, meeting attendance, executive sponsor activity) • Assess data quality and completeness for each signal source • Note integration requirements to pull each data source into CRM |
| 4. Define Renewal Timeline and Alert Requirements | 2h | Work with CS leadership to define the renewal timeline, alert thresholds, and ownership model. End state: Documented requirements for 90/60/30-day alerts, escalation paths, and renewal owner assignment logic. • Define 90/60/30-day renewal timeline stages with expected CSM actions at each stage • Determine alert delivery method (CRM tasks, Slack notifications, email, or combination) • Establish renewal owner assignment logic (by segment, CSM territory, or account owner) • Define escalation thresholds for at-risk renewals (health score cutoffs, no-response triggers) • Document notice period requirements from contracts (auto-renewal clauses, cancellation windows) • Get sign-off from CS leadership on requirements before proceeding to build |
| 5. Configure Centralized Renewal Tracking View | 3h | Build the core renewal tracking view in CRM showing all upcoming renewals with key details. End state: Single view showing all renewals with dates, values, owners, and status visible to CS team. • Create custom renewal object or opportunity stage in CRM for renewal tracking • Build renewal list view showing: account name, renewal date, contract value, renewal owner, health status • Configure renewal date field to auto-populate from contract or subscription data • Set up renewal owner field with required assignment (no orphan renewals) • Create filtered views by time period (next 30/60/90 days) and by CSM • Test view with sample data to ensure all fields populate correctly |
| 6. Build Customer Health Score Formula | 3.5h | Configure the health score calculation combining multiple signals into a single risk indicator. End state: Working health score formula that categorizes accounts as healthy, at-risk, or critical. • Define health score scale (0-100 or Red/Yellow/Green categories) • Weight each signal based on historical churn correlation analysis • Configure product usage signals (login frequency, feature adoption, active users) • Add support health signals (ticket volume, escalations, unresolved issues) • Include engagement signals (meeting attendance, email responsiveness, executive sponsor status) • Add NPS/CSAT scores if available • Build the formula in CRM (Salesforce formula field, HubSpot calculated property, or external tool) • Test health scores against known churned accounts to validate accuracy |
| 7. Create Automated Renewal Alert Workflows | 3.5h | Build the 90/60/30-day alert automation that triggers CSM tasks and notifications. End state: Working automation that fires alerts at correct intervals and assigns tasks to renewal owners. • Build 90-day renewal alert workflow (initial outreach trigger) • Build 60-day renewal alert workflow (follow-up/escalation trigger) • Build 30-day renewal alert workflow (urgent action trigger) • Configure task creation with specific instructions for each stage • Set up Slack/email notifications to CSM and manager for at-risk accounts • Add escalation automation for accounts with declining health + upcoming renewal • Test each workflow with sample accounts to verify correct timing and assignment |
| 8. Build Renewal Pipeline Dashboard | 3.5h | Create the reporting dashboard showing renewal pipeline, risk distribution, and CSM workload. End state: Live dashboard providing at-a-glance renewal visibility for CS leadership. • Build renewal pipeline view showing total renewal value by month (next 3-6 months) • Add health status breakdown (healthy/at-risk/critical) with dollar values • Create CSM workload view showing renewals by owner with health distribution • Add trend charts showing health score changes over time • Include churn risk summary highlighting accounts needing immediate attention • Configure dashboard permissions and sharing for CS team access • Set up scheduled dashboard email to leadership (weekly renewal summary) |
Task List: (Renewal Management) 2. Process Documentation & Launch
Contains: Parts 3-4
| Task | Est | Description |
|---|---|---|
| 9. Create Standardized CSM Renewal Playbook | 3h | Document the step-by-step renewal process with touchpoint cadence, talk tracks, and templates. End state: Written playbook that CSMs can follow for consistent renewal execution. • Document 90-day touchpoint sequence (email templates, call scripts, meeting agendas) • Create renewal conversation guide with discovery questions for renewal call • Build objection handling matrix for common renewal hesitations (budget, usage, competition) • Document escalation criteria and paths (when to involve leadership, when to offer discounts) • Create renewal negotiation guidelines (acceptable discount thresholds, approval requirements) • Include expansion opportunity identification checklist (upsell triggers during renewal) |
| 10. Define Renewal Meeting and Review Cadence | 2h | Establish the ongoing governance cadence for renewal pipeline review. End state: Documented meeting format and cadence for regular renewal pipeline reviews. • Define weekly renewal pipeline review meeting format (attendees, agenda, duration) • Create renewal review meeting template with standard discussion points • Document at-risk account escalation process for pipeline review • Establish monthly renewal metrics review with leadership (GRR/NRR tracking) • Set up renewal forecast reporting for finance alignment • Document handoff process between CSM and renewal owner if different roles |
| 11. Build Risk Intervention Workflows | 2.5h | Create playbooks for proactive intervention when health scores decline or at-risk signals appear. End state: Documented intervention playbooks for different risk scenarios with specific actions. • Create "Declining Usage" intervention playbook (re-engagement campaign, training offer) • Build "Support Escalation" intervention playbook (executive outreach, issue resolution fast-track) • Document "Silent Account" intervention playbook (accounts with no engagement) • Create "Executive Sponsor Change" intervention playbook (new relationship building) • Define intervention timing relative to renewal date (different approaches for 90+ vs 30 days out) • Include success criteria for each intervention type |
| 12. Conduct CS Team Training Session | 2h | Train the CS team on the new renewal management system, dashboard, and playbooks. End state: CS team trained and confident using the new system for their upcoming renewals. • Schedule 45-60 minute training session with full CS team • Walk through renewal dashboard navigation and filters • Demonstrate health score interpretation and what drives score changes • Review automated alert workflows and expected task actions • Practice using CSM playbook with role-play scenario • Address questions and document additional training needs • Record session and share with team for reference |
| 13. Run Parallel Testing with Live Renewals | 2.5h | Validate the system with real upcoming renewals to catch issues before full rollout. End state: Confirmed that alerts, health scores, and dashboards work correctly with live data. • Select 3-5 upcoming renewals (mix of healthy and at-risk) for pilot testing • Verify 90/60/30-day alerts fire at correct times for pilot accounts • Confirm health scores reflect actual account health accurately • Test CSM playbook execution with pilot accounts • Document any issues or adjustments needed • Refine health score weights or alert logic based on pilot feedback |
| 14. Create Documentation Package | 1.5h | Compile all system documentation for ongoing maintenance and troubleshooting. End state: Complete documentation package enabling client self-sufficiency. • Document health score formula with signal weights and data sources • Create alert workflow documentation with logic and troubleshooting steps • Write dashboard guide explaining each view and how to interpret metrics • Document CSM playbook with templates and escalation paths • Create admin guide for adding new accounts, adjusting scores, and modifying alerts • Package all documentation in shared folder accessible to CS and RevOps |
| 15. Establish Ongoing Governance and Hand Off | 2.5h | Transfer ownership to client and schedule follow-up refinement. End state: Client self-sufficient with clear ownership and scheduled optimization check-in. • Transfer admin credentials and system access to client RevOps/CS Ops • Confirm weekly renewal review meeting is scheduled and recurring • Schedule 30-day refinement check-in to adjust health score weights based on real usage • Establish feedback channel for ongoing questions and issues • Document any outstanding optimizations for future iteration • Close out project with summary of what was delivered and baseline metrics |
Summary
- Total Task Lists: 2 (consolidated from 4 Parts)
- Total Tasks: 15 (one per Step)
- Total Hours: 38h
- Generated from: playbook_renewal-management.md
- Generated on: 2025-12-31