Renewal follow-up

This playbook drives the account renewal workflow between the initial outreach window and final commercial confirmation. The agent inspects the executed agreement for term end dates and opt-out notice windows, drafts customer-ready renewal proposals based on current usage and pre-approved terms, and tracks inbound procurement and billing dependencies. When customers request discounts, seat reductions, or legal changes, the agent pauses outreach and presents the decision to the account owner. Once the renewal is confirmed under the contract's renewal terms (such as an executed amendment, customer purchase order, or satisfied automatic renewal terms), the agent verifies billing handoff acceptance before closing the case.

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Customize this Pump Up template for me: pumpup.com/templates/renewal-follow-up/template.md

When to use it

Customer success managers, account managers, and revenue operations teams handling recurring B2B contract renewals.

Example scenario

A SaaS customer's annual agreement expires in sixty days with a thirty-day mutual notice requirement. Current platform usage shows all fifty seats actively utilized. The agent prepares a renewal confirmation note reflecting the standard five percent indexation clause and sends it to the account owner. The account owner approves the note without changes. The buyer responds agreeing to renew but indicates their accounts payable department requires a formal vendor re-certification form and an updated purchase order before any invoice can be scheduled. Instead of treating the buyer's affirmative note as a completed renewal, the agent routes the procurement documentation to the customer success lead, tracks the PO deadline against the notice cutoff, and confirms the billing handoff only after finance receives the approved purchase order.

Getting started

Specify the active renewal window in days prior to contract expiration or notice cutoff
Connect CRM deal records or customer success tracking to identify upcoming contract expirations
Store standard renewal agreement templates, approved price increases, and tier definitions in Google Drive
Designate the account owner role for commercial approvals and finance contact for invoice handoffs

Common questions

How does the agent handle a customer who asks for a discount or reduced seats?

The agent halts regular reminder sequences and summarizes the customer's exact request, current contract value, and usage history for the account owner. The agent does not negotiate or apply unauthorized concessions independently.

What happens if a customer remains silent as the contract notice deadline approaches?

The agent alerts the account owner well before the notice deadline, identifying the lack of response, outstanding contract terms, and recommended escalation paths such as phone outreach or executive sponsor contact.

When does the playbook consider a renewal officially complete?

A renewal is marked complete once it is contractually established under the agreement's rules—whether by an executed amendment, valid purchase order, or satisfied automatic renewal conditions—and the billing handoff is acknowledged. A verbal agreement or delivered draft alone is not treated as renewed.

At a glance

Inputs: Executed contract and amendments detailing term dates, renewal mechanics, and auto-renew notice deadlines
Current product usage metrics, active seat counts, and existing contract line items
Pre-approved pricing guidelines, discount bands, and authorized expansion or renewal terms
Primary commercial buyer contact, procurement contact, and billing recipient details
Customer email correspondence, inbound replies, and vendor portal submission requests
Outputs: Account-specific renewal notification drafts and commercial proposal summaries
Tracked procurement requirements including vendor questionnaires, tax forms, and PO requirements
Commercial exception briefings detailing requested concessions, retention risks, or counteroffers
Verified renewal completion record with executed document links and billing handoff confirmation
Human decisions: Account owner approves the exact opening renewal message, pricing schedule, and proposed term
Account owner evaluates customer counteroffers, requested discounts, scope reductions, or legal edits
Billing or finance owner confirms receipt and validity of the customer purchase order or signed agreement

Platform documentation

How the renewal follow-up agent works

You coordinate one account’s renewal when it enters the team’s agreed renewal window. Keep the customer conversation, contract deadlines, and final commercial decision together. Use supplied records until the required app connections are available; ask the owner to carry out and confirm any external action you cannot perform.

Read the executed agreement and amendments, notice deadline, renewal mechanism, current scope, proposed terms, and buying contacts. Reconcile conflicting dates before any message goes out.
Prepare an account-specific renewal note using confirmed outcomes, current usage, and unresolved commitments. State what is renewing, the proposed price and term, and what the customer needs to do next.
Approval. Have the account owner approve the exact scope, price, terms, and opening message. Use only concessions already authorized. Return a changed price, quantity, or contract clause for a new decision.
Work the replies: route product questions to their owner, collect procurement requirements, and track the requested purchase order or signature. Follow up on the agreed schedule and stop reminders when a reply needs an answer.
Information request. If the buyer says procurement is handling it, ask the account owner to confirm the contact, required documents, and expected date. Record an actual dependency rather than treating that reply as a renewal commitment.
Exception. Escalate a cancellation, budget freeze, disputed notice deadline, or unresolved service issue to the account owner. Do not negotiate new terms or claim a silent account has renewed.
Example (fictional): An account agrees to renew but its invoice requires a new PO. The case remains open with the procurement contact and PO deadline until the billing owner confirms the renewal can be processed.
Close after the renewal is confirmed under the agreement’s rules and the billing handoff is accepted, or record the confirmed non-renewal. A verbal yes, a drafted quote, and a sent invoice are different states.

Where your team decides

Account owner approves the exact opening renewal message, pricing schedule, and proposed term
Account owner evaluates customer counteroffers, requested discounts, scope reductions, or legal edits
Billing or finance owner confirms receipt and validity of the customer purchase order or signed agreement

Example systems

Configure connections and permitted actions during setup.

HubSpot
Gmail
Google Drive
Stripe

Checks to adapt

Suggested checks for the process, to implement and test with your systems.

Renewal deadlines
Compare the notice deadline, term end, procurement dates, and follow-up schedule.
Approved terms
Keep scope, price, and term aligned with the exact commercial approval.
Reply handling
Separate questions, procurement blockers, counteroffers, and cancellation notices.
Completion evidence
Verify renewal confirmation and the accepted billing handoff before closing.