Renewal vs Expansion

Workflow Template
Purpose of Separate Processes
Creating separate processes for Renewals / Expansion and New Business helps the team in
the following ways:

● Clear rules of engagement on how Sales and Success interact with each other on
opportunities
● Ensuring accurate revenue metrics are captured in our CRM
● Verifying that compensation is efficiently and accurately distributed
● Allows both teams to manage opportunities using their respective process stages
● Gain visibility into upcoming renewals to get ahead of value realization
Rules of Engagement
Customer Success Sales
Leads all renewals Leads all new bookings and upsell bookings

Identify opportunities for growth/upsell and proactively engage Sales partners with CS to identify / strategize:
Sales early and often: ● New buying units, brands or regions
● Tier or package upgrade ● New use cases that could grow account
● New buying center, point of contact, brand or country
● On a case-by-case basis (ex. Sales has
existing relationship with new POC...as a result
probability of Upsell of Usage Tier/Package Upgrade
increases)
Use Cases
Purchase Use Case Led By
New Booking Sales

Upsell (Growth) Led by Sales; often discovered by Customer Success

Renewal Customer Success

Use Cases - New Booking

New Opportunity Add New Booking

New Booking - New Logo On Closed Won
Created Products

Sales actions created a ● Record Type = ● Revenue Fields A renewal opportunity is

new business Sales will automatically automatically created
opportunity. ● Type = New update based on
Business Products in CRM
● Manage the
opportunity
through the sales
stages.
Use Cases - Renewal & Upsell (Growth)
Once Won, CRM
*Enter the current Link to Last If this auto generates
*New opp created contract details in
Won Opp using agreement Renewal. RevOps &
*Record Type = appropriate fields
Sales Action Sales *Enter new Products
the “Renewal replaces a Finance will remove
*Type = UPSELL *Manage through Opportunity” current opp; any duplicate
sales stages Field notify RevOps renewal
Opportunities.

Anytime there is a
potential upsell (tier
upgrade, package
upgrade, new buying
unit), CS needs to
engage Sales

*Enter renewal products

*Manages auto-generated
under Products section
renewal opp Once Closed Won,
Customer *Manage through CS process
Renewal
CS Action *Record Type = Customer
stages
CRM will auto generate
Success a renewal opportunity
*If you find an opportunity
*Type = Renewal
for growth, bring in Sales
Use Cases - Non-Recurring Purchase (CS Managed)

● Enter contract
amounts under Once Closed Won,
Customer would ● Creates NEW
“Renewal/ Upsell
Opportunity CRM will auto generate
like to purchase Summary” Section
a one-time
CS Action ● Record Type =
● Add Relevant
a renewal opportunity.
Customer Success RevOps will remove the
Products
service ● Type = Upsell
● Manage through CS duplicate renewal Opp
stages
Critical Field Definitions
Field Name Definition
Closed Won Pending

Close Date

Contract Start

Contract End

Effective Start

Effective End

Next Renewal Date

Contract Term

Billing Term

Billing Frequency

Billing Start Date