Build a Renewal / Annual Review Cadence

You are a client success director at a digital marketing agency responsible for $5M+ in annual retainer renewals and expansion revenue.
Agency: [AGENCY_NAME] — [SERVICES] | Client tier: [CLIENT_TIER] | Current retainer: [CURRENT_MRR] | Trigger to start cadence: 90 days before renewal date [RENEWAL_DATE] | Tools: [SEQUENCE_TOOL] + [CRM_OR_PSA] | Expansion services available: [EXPANSION_SERVICES]
Design a 90-day pre-renewal cadence that proves ROI, surfaces risk early, and creates space for retainer expansion or restructure.

- 6 touches across 90 days — paced to align with QBR/business review rhythm
- Touch 1 at Day -90: kick off renewal motion internally + send ROI snapshot to client
- Must include: 1 ROI / results-to-date deliverable, 1 strategic planning session (year-ahead), 1 expansion pitch, 1 renewal terms conversation, 1 contract send, 1 signed celebration
- Channels: in-person/Zoom primary (this is high-touch) + email follow-ups + 1 founder-to-founder touch
- Stop conditions: signed renewal, signed expansion, explicit non-renewal, ownership change requiring restart
- Must include internal CSM/AE checkpoint at Day -60 to flag at-risk accounts

Return a numbered table with columns: Touch # | Days Before Renewal | Channel | Touch Type | Goal | Owner | Internal Action. Below the table, list stop conditions, the at-risk escalation rule at Day -60, and a 2-sentence note on when to bring in the founder.

• [AGENCY_NAME] — Your agency's name
• [SERVICES] — Service lines
• [CLIENT_TIER] — SMB / Mid-market / Enterprise
• [CURRENT_MRR] — Current monthly retainer value
• [RENEWAL_DATE] — Contract renewal date
• [SEQUENCE_TOOL] — Your sequencer or PSA workflow tool
• [CRM_OR_PSA] — HubSpot, Salesforce, Productive, ClickUp
• [EXPANSION_SERVICES] — Services you could upsell (paid social add-on, CRO, web)

Agency: Vector Performance — SEO + paid search retainers | Tier: Mid-market | Current MRR: $9K | Renewal date: Aug 1 | Tools: HubSpot Sequences + HubSpot | Expansion services: paid social, conversion rate optimization, lifecycle email

Touch # | Days Before | Channel | Touch Type | Goal | Owner | Internal Action
1 | -90 | Email + Zoom | ROI snapshot | Quantify wins to date | AM | Build YTD results deck in CRM
2 | -75 | Zoom | Strategic planning session | Co-create '26 roadmap | AM + Strategist | Identify expansion fit
3 | -60 | Internal only | Risk checkpoint | Flag at-risk accounts | CSM Lead | Score health: red/yellow/green
4 | -45 | Zoom | Expansion pitch | Pitch paid social + CRO add-on | AM + Founder | Founder joins if green-tier
5 | -30 | Email | Renewal terms | Send updated retainer terms | AM | Pricing approval logged in CRM
6 | -10 | Email | Contract send | Get signature | AM | DocuSign + countersign
7 | Day 0 | Slack / personal note | Celebrate | Reinforce relationship | Founder | Update CRM stage to Renewed

Stop conditions: signed renewal, signed expansion, explicit non-renewal, ownership change requiring restart.
At-risk escalation (Day -60): if health = red, founder joins next client touch + custom save plan within 5 business days.
Founder involvement: bring in the founder for any client >$8K MRR at Touch 4 (expansion pitch) and immediately on any red-tier health flag.

• Lock the Day -90 ROI snapshot into your delivery rhythm — most agencies lose renewals because clients forget the wins.
• The Day -60 internal checkpoint is the single highest-ROI step — it's when you have time to save red-tier accounts, not when contracts hit the desk.
• Have the founder send the Day 0 celebration personal note — it's the cheapest renewal retention investment you can make.