# Renewal Season Readiness Toolkit

> The complete bundle CS teams deploy 90 days before a big renewal quarter: a countdown plan, risk scorecards, negotiation guardrails, escalation paths, and leadership reporting, all included.

Free toolkit for sales leaders. Topic: [Account Management, Retention & Expansion](https://www.peerlab.ai/library/topic/account-management-retention-expansion/). Published by PeerLab in the [Sales Enablement Resource Library](https://www.peerlab.ai/library/). Source: https://www.peerlab.ai/library/renewal-season-readiness-toolkit/

## How to use it

Kick this off exactly 90 days before your renewal-heavy quarter starts: run the countdown plan in order, score every renewing account with the risk scorecard immediately, and route anything At-Risk or worse into the tiered escalation path rather than letting an individual AM carry it alone.

## What's inside

- A 90-60-30 day countdown plan with checklist items at each milestone
- An account risk scorecard to run across every renewing account
- A segmented negotiation playbook with discount authority by tier
- A four-tier escalation path with owners and response-time SLAs
- An executive sponsor assignment template for at-risk strategic accounts
- A weekly leadership rollup report template
- A post-renewal debrief template to capture systemic lessons

## What's in this bundle
The full deployment kit a CS/AM leader uses starting 90 days before a big renewal quarter: a countdown plan, an account risk scorecard, a segmented negotiation playbook, a tiered escalation path, an executive sponsor program template, a leadership rollup, and a post-renewal debrief.

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## 1. The 90-60-30 Day Countdown Plan

**At 90 days out:**
- [ ] Pull a full renewal forecast for the quarter (list every account, contract value, renewal date)
- [ ] Run the Account Risk Scorecard (below) on every account renewing this quarter
- [ ] Flag every At-Risk/Critical account for an exec sponsor assignment
- [ ] Brief the team on quarter targets and any pricing/packaging changes taking effect

**At 60 days out:**
- [ ] Every AM has started the renewal conversation (value recap, not logistics) on every account
- [ ] Every At-Risk account has a documented save plan with a named owner
- [ ] Pricing/negotiation guardrails (below) are distributed to the team
- [ ] First leadership rollup report goes out (template below)

**At 30 days out:**
- [ ] Every account has either a signed renewal, a clear verbal commit with paperwork in motion, or an active escalation
- [ ] Any account still "unresponsive" moves to the tiered escalation path automatically
- [ ] Weekly (not monthly) leadership rollup begins
- [ ] Legal/finance loop in for any non-standard terms in flight

**At renewal date:**
- [ ] Signed or escalated, no account should be "still waiting to hear back" with no owner and no next step

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## 2. Account Risk Scorecard
*(Run this per account: mirrors the Churn Signal Quiz, scaled for leadership rollup.)*

| Dimension | Score 0–2 | Notes |
|---|---|---|
| Usage trend (last 90 days) | | |
| Sentiment (last NPS/QBR signal) | | |
| Stakeholder stability (champion/buyer turnover) | | |
| Competitive/budget pressure known | | |
| **Total (0–8)** | | 0–2 Healthy · 3–5 Watch · 6–8 At-Risk |

## 3. Renewal Negotiation Playbook by Segment

| Segment | Standard approach | Discount authority | Escalation trigger |
|---|---|---|---|
| **Strategic / Top-tier** | Exec-to-exec relationship required; multi-year term preferred | CS/AM leader approval only | Any request >10% off list |
| **Core / Mid-market** | AM-led with manager review of any non-standard term | AM up to X%, manager above | Any multi-year discount request |
| **Long-tail / SMB** | Standard terms, self-serve renewal where possible | Pre-approved discount bands only | Any request outside pre-approved bands |

*(Replace X% with your actual approved discount authority: this table is the structure, your numbers go in the cells.)*

## 4. Tiered Escalation Path

| Tier | Trigger | Owner | Response time |
|---|---|---|---|
| **Tier 1** | Account flagged Watch on risk scorecard | AM | Address within 5 business days |
| **Tier 2** | Account flagged At-Risk, or unresponsive 2+ weeks | AM + Manager | Save plan documented within 3 business days |
| **Tier 3** | Account flagged Critical, or strategic account At-Risk | CS/AM Leader + Exec Sponsor | Exec-to-exec call scheduled within 5 business days |
| **Tier 4** | Signed churn notice, or contract value above [threshold] at risk | CEO/CRO involvement | Immediate, same-day war room |

## 5. Executive Sponsor Program Template
*(Assign for every Tier 3/4 account.)*

- **Account:** ___________
- **Internal exec sponsor:** ___________
- **Customer-side exec counterpart:** ___________
- **Reason for assignment (what triggered it):** ___________
- **Cadence (recommended: monthly for at-risk, quarterly for strategic-healthy):** ___________
- **Talking points for next touchpoint:** ___________

## 6. Leadership Renewal Rollup Template
*(Send weekly starting 30 days out, monthly before that.)*

| Metric | This period | Target | Trend |
|---|---|---|---|
| Total renewal $ this quarter | | | |
| % Signed/committed | | | |
| % At-Risk (scorecard 6–8) | | | |
| # Tier 3/4 escalations open | | | |
| Forecasted GRR this quarter | | | |

## 7. Post-Renewal Debrief Template
*(Complete for every At-Risk/Critical account, win or loss, within 1 week of resolution.)*

- **Outcome:** Renewed / Renewed at reduced terms / Churned / Downgraded
- **What actually drove the outcome?** ___________
- **Was the risk correctly flagged with enough lead time?** Y/N: if not, why?
- **What would we do differently with 90 days' notice next time?** ___________
- **Does this reveal a systemic issue (onboarding, product gap, pricing) beyond this one account?** ___________