renewal-playbook

# Renewal Playbook Skill

This skill produces a complete renewal playbook for a specific customer account, covering health assessment, commercial strategy, negotiation preparation, expansion opportunity mapping, and a step-by-step timeline. Output is ready for the CSM or account team to execute 90–180 days before renewal.

## Required Inputs

Ask the user for these if not provided:
- **Account name**
- **Renewal date**
- **Current ARR** and proposed renewal ARR (if different)
- **Account health** — RAG status and main reasons (or describe the account situation)
- **Key stakeholders** — economic buyer, champion, and any detractors
- **Renewal risk factors** — budget pressure, low adoption, competitive threat, champion departure, etc.
- **Expansion opportunity** — any upsell or cross-sell potential?
- **Contract terms** — current plan, duration, and any terms up for renegotiation

## Output Structure

---

# Renewal Playbook: [Account Name]

**Renewal date:** [Date]
**Current ARR:** [£/$/€ X]
**Target renewal ARR:** [£/$/€ X — flat / +X% expansion / contraction risk]
**Health status:** [Green / Amber / Red]
**CSM:** [Name]
**Account executive:** [Name]
**Days to renewal:** [X days]

---

## 1. Account Health Snapshot

| Dimension | Score (1–5) | Evidence |
|---|---|---|
| **Product adoption** | [X/5] | [e.g. 3 of 5 purchased seats active; core feature used weekly] |
| **Business outcomes** | [X/5] | [e.g. Customer reports X% improvement in [metric]; no formal ROI review done] |
| **Relationship depth** | [X/5] | [e.g. Strong champion in [name/role]; limited exec sponsorship] |
| **Support & satisfaction** | [X/5] | [e.g. 2 open P2 tickets; last NPS 7; no escalations in 6 months] |
| **Commercial engagement** | [X/5] | [e.g. Invoice paid on time; no discount pressure raised yet] |
| **Overall health** | [X/5 — weighted] | [Green / Amber / Red] |

**Renewal thesis:** [One sentence: why this account will renew — or what must change for it to renew.]

---

## 2. Stakeholder Map

| Stakeholder | Role | Influence | Sentiment | Our relationship |
|---|---|---|---|---|
| [Name] | Economic buyer | High | [Positive / Neutral / Negative] | [Warm / Cold / Unknown] |
| [Name] | Champion | High | [Positive] | [Warm] |
| [Name] | End user | Low | [Neutral] | [Limited] |
| [Name] | IT / procurement | Medium | [Neutral] | [Transactional] |

**Champion risk:** [Is our champion secure in their role? Any signals of departure or reorganisation?]

**Multi-thread plan:** [Who else do we need relationships with before renewal? How do we get there?]

---

## 3. Risk Register

| Risk | Likelihood (H/M/L) | Impact (H/M/L) | Mitigation |
|---|---|---|---|
| [Budget pressure / cost-cutting] | [H] | [H] | [Build ROI case 90 days out; identify budget holder's priorities] |
| [Low adoption in [department]] | [M] | [H] | [Run targeted enablement session; tie to champion's OKRs] |
| [Competitor evaluation] | [M] | [M] | [Request competitive intelligence; schedule exec-level call] |
| [Champion departure] | [L] | [H] | [Map two additional stakeholders; executive intro call] |

---

## 4. Value Story

Build the ROI narrative for the renewal conversation:

**Headline result:** [e.g. "[Account] saved X hours/week or reduced [metric] by X% using [product]"]

**Evidence sources:**
- [ ] Product usage data (logins, features used, seat utilisation)
- [ ] Business metric improvement (pull from QBR deck or success plan)
- [ ] Support resolution time improvement
- [ ] Customer-provided testimonial or case study quotes

**Value gaps to close before renewal:** [Are there outcomes the customer expected but hasn't seen yet? What's the plan to close these?]

---

## 5. Expansion Opportunity

Map upside beyond flat renewal:

| Opportunity | Type | Estimated value | Likelihood | Timing |
|---|---|---|---|---|
| [Seat expansion — [dept] wants to add 10 users] | Upsell | [+£X ARR] | [High] | [Renewal or +3M] |
| [Cross-sell — [Product B] use case identified] | Cross-sell | [+£X ARR] | [Medium] | [+6M] |
| [Multi-year commitment] | Discount for term | [+£X TCV / -X% discount] | [Low] | [At renewal] |

**Expansion play:** [Which opportunity to lead with, and the sequence for raising it in the renewal conversation]

---

## 6. Commercial Strategy

**Renewal scenario planning:**

| Scenario | Probability | ARR outcome | Response strategy |
|---|---|---|---|
| **Flat renewal** | [X%] | [£X — same as current] | [Accept; plant seeds for +6M expansion] |
| **Expansion** | [X%] | [£X] | [Lead with ROI evidence; pitch seat or feature expansion] |
| **Contraction risk** | [X%] | [£X — downgrade to lower tier] | [Propose phased commitment; demonstrate path to full adoption] |
| **Churn risk** | [X%] | [£0] | [Escalate to leadership; executive sponsor engagement] |

**Discount guardrails:**
- Floor discount: [X% — do not go below without VP approval]
- Triggers for discount: [Multi-year / volume / reference customer commitment]
- What to ask for in return: [Reference case study / G2 review / executive intro / case study participation]

**Pricing flexibility:**
- [e.g. Can offer monthly billing in exchange for 24-month commit]
- [e.g. Can offer X seats free in exchange for expansion commitment]

---

## 7. Objection Responses

Prepare for the most likely objections:

**"The price is too high"**
> Anchor on value delivered: "[Customer] achieved [X outcome] — at [£X ARR], that's [£Y per outcome / hour saved / user]. What would it cost to deliver that outcome without us?"
> If budget is genuinely constrained, explore: phased payment, reduction in scope rather than full churn, multi-year pricing.

**"We're not seeing enough adoption"**
> Acknowledge, then commit: "You're right — [X seats] are actively using [core feature] out of [Y]. We want to fix this. Here's our 60-day plan: [exec sponsor on enablement call / training session / in-product nudge campaign]."

**"We're evaluating [Competitor]"**
> Don't panic. Ask: "What's driving the evaluation — is it speci