A key part of the customer relationship lifecycle is the renewal phase. TAMs must proactively track the renewal dates of their customers and align with their Strategic Account Manager (SAL) to ensure that a customer renewal takes place.
At the beginning of each month a TAM should review their list of accounts in Salesforce and note the renewal dates for their accounts. If a renewal date is within six months the TAM should schedule two “Renewal Review” meetings with the appropriate SAL and Solutions Architect (SA). The first “Renewal Review” meeting should be scheduled five months out from the renewal date and the second should be scheduled three months out from the renewal date.
A “Renewal Review” meeting should have the following attendees:
For strategic accounts (with a ACV over $250k) the following attendees should be added as well:
The agenda of a “Renewal Review” meeting should include at least the following:
From this meeting a set of action items should be created to improve customer utilization and satisfaction with the product. These items can include:
The action items created from the “Renewal Review” meeting should be incorporated into the TAM customer cadence meetings and into any pending QBRs. The TAM should prioritize these reviews early in the renewal horizon.