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Renewal-window play for at-risk accounts

The 90-day before-renewal play for accounts your CS team has flagged as at-risk. How to re-establish value with the original champion, surface new stakeholders before renewal, and the exact framework for repositioning before contract negotiation.

01The play

Summary
The 90-day before-renewal play for accounts your CS team has flagged as at-risk. How to re-establish value with the original champion, surface new stakeholders before renewal, and the exact framework for repositioning before contract negotiation.
Timing window
Day -90 to day -7 before renewal
Target persona
AEs owning renewalsCS leaders coordinating with sales
Success metric
Renewal closed at or above original ACV.

02Expected outcome

Outcome: Proactive at-risk plays improve renewal rate by 15-25% vs. reactive last-minute saves.

Success metric: Renewal closed at or above original ACV.

03Anti-patterns · do not run this when

  • Do not surprise the champion with the at-risk flag — collaborate
  • Do not lead with discount — value first
  • Do not surface new stakeholders without champion permission — political risk
Playbook entry · ships as-of {date('M Y')}. Operator-written, no theory inflation. If you've run this play and the numbers don't match yours — or the rhythm needs a tweak — write to [email protected] and we'll revise.
Signal-anchored outbound, no theater

Run this play on every account in your CRM.

Connect a CRM. Mama detects the trigger, scores the fit, and drafts the first message in the rhythm above. Free up to 100 accounts. No card.

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