Renewal and Expansion Playbook.

Manage renewal as a deliberate moment and run expansion as an ongoing motion, so continuation is secured and customer value grows year-round rather than at a contract date.

Section A: The renewal play

Renewal is the moment a customer decides whether the relationship continues. Manage it rather than leaving it to inertia.

When to start (ahead of the renewal decision, not at it)

Reaffirm value (how you remind the customer of the value they have received)

Address concerns (surface and resolve any hesitation while there is time)

Present continuation, and expansion (make continuing easy and worthwhile, and offer the fitting expansion)

A well-handled renewal both secures the continuation and opens the door to growth, since the customer is already weighing the relationship's worth.

Section B: The ongoing expansion motion

Expansion handled only at renewal misses most of its openings, because customers reach new levels of success throughout the year.

Review cadence (how often you review expansion opportunities, alongside your retention work)

The trigger (act on expansion when a customer's success creates a natural opening, not on a billing date)

Run this way, expansion becomes a steady source of growth tied to customer success. If an expansion is large enough to need full discovery and proposal work, that is sales systems. If the pricing structure for renewals and expansion is the constraint, that is pricing strategy.

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Works the opportunities from the Expansion Opportunity Map. Back to the guide, or start over.