View the TAM Handbook homepage for additional TAM-related handbook pages.
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.
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.
For greater predictability across the customer base for renewal, upselling, downgrade, and churn, tracking Account Health and Risks is incorporated into Gainsight. This process creates tighter collaboration with the overall CRO Organization and the rest of GitLab. Note: this was formerly at the Opportunity level instead of Account level. It was moved to Account to be long-term oriented and as Sales owns the Opportunity.
To learn the full process, watch the At-Risk Customer Process video.
See the At Risk Customers Dashboard for more information.
When a TAM has determined an account is red, then:
Risk UpdateTimeline post marking TAM Sentiment as Red and any context for the at-risk account
At-RiskCTA to track the high level risks, OR
At-RiskCTA overnight for the TAM
Risk UpdateTimeline post. Update CTA as necessary
Risk Updatetype for TAM Sentiment as Green and final notes
Risk Updatetype with final update
This can then be discussed with the Account Team during account reviews.
When a TAM considers an account at-risk of contraction or churn, they should set the Account's
TAM Sentiment to red. From there, the TAM can create an at-risk CTA on the account, or Gainsight will auto-create it during the nightly sync (within 24 hours).
CTA creation steps