The webinar provided best practices for managing renewals from Salesforce, BMC, and Qualtrics. It discussed establishing trusted customer relationships, collaborating across teams, understanding usage metrics, and taking a proactive approach through regular communication and insight into customer needs to achieve renewal goals. Analytics and reporting on renewal rates and reasons for churn were also emphasized to continuously improve outcomes. The key takeaways were focusing on visibility into the customer, defining a renewals timeline, leveraging cross-functional teams, and automating metric tracking.

1. Sponsored by the ISV Partner Success Group, Salesforce
Co-hosted by BMC and Qualtrics
@partnerforce
@BMC
@Qualtrics
Run your ISV Business Renewals
Take away best practices and tips on renewals to implement to your business

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3. Speakers
​Jackie Oh
​ISV Partners for Life Manager,
Salesforce
​Ryan Rich
​Head of Enterprise Client
Success, Qualtrics
​Lisa Kraas
​Principal Customer Success
Manager, BMC

4. Agenda
The Renewals Journey
The four pillars on how Salesforce successfully renews
​Renewals Process
How BMC strives for success
​Proactive Renewals Management
Qualtrics secret to a proactive renewals process
​Key Takeaways
Summary and action items you can take with you
​Q&A
Ask your little hearts out!
​What will be covered today?
1
2
3
4
5

5. Salesforce Renewals
Journey
Jackie Oh
ISV Partners for Life Manager
Jackie.oh@salesforce.com
@jackieoh88

6. Renewals Overview

7. The Law of Churn
​Selling to stand still
Year 0 Year 1 Year 2 Year 3 Year 4
$800K
$1M
Revenue
90% Renewal Rate
85% Renewal Rate
80% Renewal Rate
$656K
$522K
$409K
$900K
$850K
$810K
$723K
$640K
$729K
$614K
$512K

8. Renewals Guide
Scale
• Scaling Through Automation
• Triage Customer Engagement
• Automated Global Process
Metrics
• Reports + Dashboards
• Customer Analytics
• Forecasting
​Visibility and Insight
• History of Renewals
• The Law of Churn
• Successful Renewals
Collaboration
• Teamwork
• The Timeline
• Pro-active Escalation

9. Renewals Journey

10. Key Renewal Objectives
​Contractual price uplifts
​Position price uplifts as part of
the renewal negotiation
​Favorable terms
​Position annual billing and
extend contract terms to drive
stability and predictability
​Identify growth
opportunities
​Position up-sells and cross-sells
to drive growth and customer
success
​Identify & mitigate risk
​Identify key customer issues in
advance, leverage a renewal play
to mitigate risk
​What are the Renewal Managers focused on with each renewal?
Leverage renewals best practice strategies and plays to
help achieve these objectives

11. The Renewals Timeline
​Collaborative Account
Reviews
Assess accounts
Create Red Accounts
for potential concerns
Engage customer in
renewal discussion
Position incremental
revenue plays (upsell,
cross-sell, and uplift
opportunities)
Agree and sign
paperwork
Another successful
renewal!
​Account Check-in,
Proactive Support
​Customer Engagement
on Renewal process
​Final Agreement and
Successful Renewal
Identify/mitigate risk
Collaborate with
Customer Success and
prescribe action plans
12 or 9 Months Out 120-90 Days Out 90-45 Days Out 30-15 Days Out

12. Customer Insight Drives Success
Create win-win outcomes
​The Early Warning System
​Snapshot of usage and
adoption
Retention Predictor
Historic usage trending to
predict potential risk

13. Supported by Reports & Dashboards
​One source of truth

14. Renewal Process
Striving for Success
Lisa Kraas
Principal Customer Success Manager, BMC
Lisa_kraas@bmc.com
@LisaKraas

15. Success Factors

16. Customer Relationships
Trusted Relationships Provide the Foundation for a Successful Renewal
Established Relationships & Account Involvement key in SaaS Business
Customer Communication
Regular Communication & Meetings Build Relationships
​Importance of customer relationships in the renewal process
Build Relationships Key Account InvolvementTrusted Relationships Regular Communication

17. ​Teamwork – Cross Functional
Team of Expertise
CSM/Success
Renewal
Sales
Order Operations
Common Goal
Satisfied Customer
​Achieving success together
Collaboration
Teamwork
makes the
dream work!

18. Best Practices
Evaluate Customer Needs (Licensing, Growth, New Projects….)
Determine If Multi-Product is a Good Fit
Provide Term Options for Multi-Year
Start Early & Understand Customer’s Fiscal Cycle
Define a Renewal Strategy for Consistency & Success
Churn Strategy – Salvage Small License Count for Historical Reporting & Org Access
​Evaluating the renewal opportunity
1
2
3
4
5

19. Analytics

20. Reporting & Analytics
Renewal Rate - How Successful Are We With Renewals?
Rate of Churn – How Many Customers Are Leaving?
Drivers for Churn – Why?
What Churn Factors Can We Control (Support Experience, Product Gaps, …)
​Tracking renewal results
Renewal Rate to Date
+99%

21. Proactive Renewals
Management
Ryan Rich
Head of Enterprise Client Success, Qualtrics
rrich@qualtrics.com
@ryancrich

22. Visibility & Insights

23. Client Life Cycle
Initial Sale
Implementation
Interactions
with Support
and Client
Success
Send invoice
Month Before
Renewal Date
Renewal
​The client life cycle has many touch points until renewal

24. Insight Touch Points
​Use those touch points to gain & act on insights
Initial Sale
Implementation
Interactions
with Support
and Client
Success
Send invoice
Month Before
Renewal Date
Renewal
How satisfied are
you with your
implementation?
Did we resolve
your problem?
What are the
key reasons for
selecting us as
your Partner?
Would you
recommend
to friend or
colleague?
Why did
you not
renew?

25. Collaboration

26. Finding solutions is not just for Support & Client Success
​Questions are posed via
Salesforce Chatter or other
forum

27. Finding solutions is not just for Support & Client Success
​Employees across the
company provide solutions
1
2
3
4

28. Metrics

29. Usage Expansion NPS
​Added Program Elements:
What additional objectives,
modules, or features were
added over the year?
​Opportunity Creation: What
new leads were generated
and what additional use cases
were explored/added?
​Transactional: After key
transactions and touch
points, a survey is sent to
understand the interaction.
​Relationship: Proactively send
surveys to understand overall
customer satisfaction.
​Reference: Is the client willing
to be a proactive customer
reference?
​Not all usage is created equal
​Use Case: How important is
our solution to the client’s
business outcomes?
​# of Users (Adoption): How
many users or projects are on
the solution?
​Risks: Log risks in Salesforce
and proactively address.
Know and understand the “why”
of customer satisfaction
Know how the product is used Know how program and desired
outcomes are evolving
Determine key drivers of renewals

30. Track key metrics rigorously
​Automate key metric tracking
and reporting to identify
trends and properly forecast
renewals

31. Key Takeaways
​Visibility & Insight
Creating an Executive sponsorship objective
​Renewals Timeline
How will you define your renewals timeline?
​Customer Relationship Management
Team collaboration & how it is a critical success factor in the Renewal Process
​Metrics
Identifying greater success opportunities based on reporting
​Scale
Know the key metrics & automate the tracking so you have a pulse on all your clients at any given time
​What action items can you takeaway from this?

32. Q&A
​Jackie Oh
​ISV Partners for Life Manager,
Salesforce
​Ryan Rich
​Head of Enterprise Client
Success, Qualtrics
​Lisa Kraas
​Principal Customer Success
Manager, BMC

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