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Link to Commercial Renewal Process
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) or Account Executive (AE) to ensure that a customer renewal takes place.
Six months before the renewal date for a customer, a CTA will trigger in Gainsight to prompt the TAM to reach out to their aligned account team to discuss strategy and next steps for the renewal. The expectation is that the team will meet internally and speak with the customer regarding the renewal within 60 days. This leaves four months to execute any renewal strategy, such as an account triage.
TAM Sentimentand Risk Type/Reasons, if applicable, see Tracking Renewal Opportunity below
Once the above tasks are complete, the playbook and CTA can be closed out as all actionable items have been performed.
A “Renewal Review” meeting should have the following attendees:
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 TAM will ask the initial renewal question, this should be a 'soft' question to see if there is any risk in the account and to provide time to mitigate any risk.
The action items created from the “Renewal Review” meeting should be incorporated into the TAM customer cadence meetings and into any pending QBRs. The actual renewal plan will be documented by the SAL or AE in Salesforce.
NOTE: this process (Opp Health and Risks) is handled differently based on regions.
For greater predictability across the customer base for renewal, upselling, downgrade, and churn, tracking Opportunity Health and Risks is incorporated into Gainsight. This process creates tighter collaboration with the overall CRO Organization and the rest of GitLab.
To learn the full process, watch Opportunity Health and Risks Process video.
The Renewal CTA will include a step for the TAM Manager (or TAM) to update the Opportunity information within Gainsight. The TAM Manager (or TAM) can and should update the Opportunity Health and Risks throughout the renewal when something changes or because of new information.
To access this information, TAMs should either:
The top section (Opportunity Risk) is to be filled out (see Fields below) and the bottom section (Opportunity Info) is data pulled in from Salesforce.
This can then be discussed with the Account Team during account reviews.
Opportunity Health is currently synced from the
TAM Sentiment on the Account and will be updated once the TAM updates
TAM Sentiment and each time thereafter. We have Opp Health so that it's stamped on that Opportunity for historical reporting. Opportunity Health should be thought of in this way:
This is where the TAM can enter notes on this specific opportunity and will be saved to the Opportunity record.
Manually creating the Renewal CTA is slightly nuanced from a regular CTA.
Normal CTA creation steps
Required steps to attach CTA to Opp