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  1. B2B CRM
  2. Process
  3. Renewal
Process · Renewal

Renewal

A renewal is a deal that starts on a date the company already knows. The failure mode is starting it late, after the customer’s budget is set or their notice window has passed. This process starts it on time and runs it through the same pipeline and approvals as new business.

Step by step

  1. Trigger System

    Renewal lead days before notice deadline, the workflow creates an opportunity linked to the contract in both directions. It copies annual value and total value, chooses Amount from the owner’s quota basis, and assigns the contract owner. The contract moves to in renewal. The existing renewal opportunity link prevents duplicate creation if the trigger is retried.

    • renewal deal opened and linked
    • Updates Opportunities, Contracts
  2. Assess Customer Success Manager

    The customer success manager sets renewal risk on the contract from what is known: product usage where it is reported, support history, whether the champion and economic buyer are still there, whether the last business review happened. Setting the risk to high creates a task for the owner.

    • at-risk value visible in the renewal book
    • Updates Contracts, Activities
  3. Engage Sales Manager

    The buying committee on the renewal deal is rebuilt. The people who signed two years ago may have moved; the contact records show who left. Calls and a business review are logged as activities, and expansion whitespace from the account plan is raised in the same conversation.

    • committee and whitespace refreshed
    • Updates Opportunity contacts, Activities, Account plans
  4. Quote Sales Manager

    The renewal quote is built from the current price book with the uplift the company applies and any expansion lines. It goes through the ordinary approval: discount above the owner’s authority up the reporting line, price below floor or changed terms to the deal desk. A renewal at a discount to protect a risky account is approved by someone who can see the risk and the history.

    • approved renewal price
    • Updates Quotes, Quote lines, Quote approvals
    ApprovalA person approves before the work moves on.
  5. Close Customer Success Manager

    The customer accepts or declines. Won goes through the bookings check, then creates the next contract from the accepted quote with new dates and marks the old contract renewed. Lost records the loss reason and competitor on the deal and marks the old contract not renewed with its churn reason.

    • next term recorded, churn reason kept
    • Updates Opportunities, Contracts, Contract lines
  6. Continue Sales Manager

    Sales Manager reviews the signed agreement and recorded notices before deciding the next action. An agreed extension records extended to; expiry is recorded when the agreement permits it. Auto renew contracts follow their agreed renewal terms and must not be expired merely because the sales opportunity remains open.

    • extension or expiry recorded
    • Updates Contracts
    ApprovalA person approves before the work moves on.

Where it usually breaks

And how to keep it from happening.

  • The notice window that passed. The notice deadline is the end date less the notice period, and the countdown starts from it. Renewals Due in 120 Days sorts by it with the status of each renewal deal beside the date, so a contract close to its deadline with no deal being worked is visible.
  • The champion who left. A confirmed departure updates contact status to left company. The renewal owner then checks the buying committee for a replacement; an out-of-office reply alone is insufficient.
  • The auto-renew nobody priced. Auto-renew contracts still get a renewal opportunity, because the uplift and the expansion conversation happen whether or not the paperwork renews itself.
  • Churn nobody analysed. A lost renewal has a loss reason on the deal and a churn reason on the contract, so churn appears in Win and Loss Analysis and in the Renewal Book.
  • The early exit counted as churn. A contract ended before its end date is terminated, with a termination date and reason, and stays out of the not-renewed numbers.
Customer Success Manager
Assesses risk and prepares the renewal.
Sales Manager
Owns negotiation approval and the continue decision.
Deal Desk
Approves price-policy exceptions and validates the booking.
Account Executive
Joins an expansion.
Executive
Reads Renewal Book.

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