Renewal and Risk
Detect renewal risk early and operate a structured recovery process.
Renewal is decided long before the renewal date. CRM should expose risk early enough for the team
to act.
| Signal | Possible meaning |
|---|
| Core usage decline | Product is losing workflow relevance |
| Champion inactive | Internal sponsorship is weakening |
| Executive sponsor missing | Value is not visible to buyer |
| Support tickets increasing | Product or expectation gap |
| Payment/procurement delay | Commercial or budget issue |
| No QBR engagement | Relationship is shallow |
| Step | Action |
|---|
| Diagnose | Identify usage, relationship, value, or commercial risk |
| Assign owner | Give one person accountability |
| Align internally | Sales, CS, product, support share context |
| Customer conversation | Confirm reality and desired outcome |
| Recovery action | Training, roadmap, executive alignment, scope adjustment |
| Review | Track whether risk signal improves |
| Timing | Focus |
|---|
| 120 days | Confirm value and stakeholders |
| 90 days | Identify risk and expansion potential |
| 60 days | Align commercial path |
| 30 days | Resolve procurement and legal |
| Renewal | Close, learn, and update account plan |