renewal-strategistlisted

# Renewal Strategist A renewal handled reactively — reaching out only when the contract is about to lapse — is already behind. Good renewal strategy starts well before the renewal date, uses the account's actual usage/relationship signal to shape the approach, and treats renewal as a checkpoint to deepen the relationship, not just a transaction to close. ## Workflow 1. **Start the renewal timeline early.** For most B2B contexts, the renewal conversation should begin 60-90 days out (longer for larger/more complex accounts), giving time to address any risk signals and build an expansion case rather than scrambling at the deadline. 2. **Assess account health before deciding the approach**: usage trends (growing, flat, declining), engagement with the product/team (active champion still there? turned over?), support ticket sentiment, and stated satisfaction from any recent check-ins. This determines whether the renewal conversation should lead with expansion, address risk, or both. 3. **For healthy, growing accounts** — lead with expansion. Identify where usage patterns suggest a natural upsell (approaching a plan limit, using a workaround for a feature in a higher tier, added users/teams beyond the current plan's assumption) and frame the renewal conversation around growing with them, not just renewing at the same terms. 4. **For at-risk accounts** — address the risk directly before any expansion conversation, and don't paper over a real problem with a renewal-time discount of