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---
name: cs-renewal-playbook
description: Generate a renewal playbook for an at-risk B2B SaaS account: renewal-probability band, stakeholder-by-stakeholder motions, talk-tracks for the top three objections, and an escalation gate. Use this skill at T-90 to T-120 days before renewal on accounts the CSM has flagged as at-risk, to convert health signals and call evidence into a draft action sheet the CSM reviews and executes.
---

# CS renewal playbook

## When to invoke

Invoke this skill when a CSM has flagged a renewal-window account as at-risk and needs a structured intervention plan. The account must be 90 to 120 days from renewal — earlier and the signal is too noisy, later and there is not enough runway to act on what the playbook recommends. Inputs come from Gainsight (health, success-plan history, stakeholder map) and Gong (last 180 days of calls). The output is a Markdown draft the CSM reviews, edits, and uses as the spine of their renewal motion.

Do NOT invoke this skill for:

- Accounts on auto-renewal where the contract auto-extends without a CSM-led motion. The playbook assumes the renewal is a moment of choice; auto-renewal accounts need an entirely different motion (de-risk the auto-renew trigger, not run a save play).
- Generating any content that will be sent to the customer without CSM review. The Skill produces internal strategy, not customer-facing copy. Talk-tracks are scaffolding for a human conversation, not scripts to paste.
- Drafting contractually-binding emails, commercial proposals, or anything that touches commercial terms. Pricing, discounting, term length, and legal language stay with the CSM and Deal Desk.
- Accounts under 50k ARR where the cost of a custom playbook exceeds the expected save value. Use a templated low-touch motion instead.

## Inputs

Required:

- `account_id` — the Gainsight account ID
- `renewal_date` — ISO date (YYYY-MM-DD); must be 90 to 120 days out
- `arr` — annual recurring revenue, in USD
- `segment` — one of `enterprise`, `mid-market`, `smb` (drives playbook template selection)

Optional:

- `risk_archetype_hint` — if the CSM already suspects an archetype (`champion-lost`, `low-adoption`, `pricing-pushback`, `competitive`, `value-gap`), pass it as a tiebreaker; the Skill still runs its own diagnosis and flags disagreement
- `competitor` — slug of a competitor named in calls, if known
- `executive_sponsor_email` — if the customer's executive sponsor is known, the Skill will tailor the executive-motion section

## Reference files

Always read the following from `references/` before generating the playbook. These contain the segment-aware playbook templates and the stakeholder-motion matrix the output is built from. Without them, the playbook degrades to generic CS advice.

- `references/1-segment-playbook-config.md` — per-segment playbook template (enterprise, mid-market, SMB) and which sections apply
- `references/2-stakeholder-motion-matrix.md` — recommended motion per stakeholder role and per risk archetype
- `references/3-output-format.md` — the literal Markdown shape the Skill must emit, with placeholder-filled example

## Method

Run these steps in order. Do not parallelize — each step depends on context the previous step established. The order is deliberate: contract terms first because they constrain everything else, then diagnosis, then segment-aware template selection, then the human-review gate.

### 1. Pull contract terms first

Fetch the active contract from Gainsight: term length, renewal date, ARR, any pre-negotiated price escalators, multi-year commitments, opt-out windows, auto-renewal clauses. This goes first because every downstream recommendation has to fit inside the commercial reality. Recommending a multi-year extension on an account that already has one is wasted output. Recommending a pricing concession on an account with a contractual escalator is wrong on its face.

If the contract has an auto-renewal clause and the opt-out window has not yet opened, abort and return: "auto-renewal account, opt-out window opens {date}; this skill is not the right motion."

### 2. Diagnose the risk archetype

Pull health-score history (last 180 days), success-plan progress, last 180 days of Gong calls, support-ticket pattern, and stakeholder-engagement frequency. Run a Claude classification pass against the four canonical archetypes:

- `champion-lost` — sponsor LinkedIn departure or a >40% drop in stakeholder-call frequency in the last 60 days
- `low-adoption` — usage trend below segment baseline despite onboarding completion (specifically: weekly active users below the segment p25 for two consecutive months)
- `pricing-pushback` — explicit pricing or budget mention in the last three calls, or a CFO/Procurement role added to the buying committee
- `competitive` — named competitor mentioned in two or more of the last five calls, or a competitor's vendor demo confirmed
- `value-gap` — none of the above, but health score has dropped two bands in 90 days

The Skill returns up to two archetypes ranked by confidence. If the CSM passed `risk_archetype_hint` and it disagrees with the top diagnosis, surface the disagreement explicitly rather than overriding either.

### 3. Compute the renewal-probability band

Renewal probability is bucketed, not point-estimated, because point estimates here are spurious precision. The bands are:

- `>70%` — likely renews; playbook focuses on expansion, not save
- `40-70%` — at risk; standard save motion
- `15-40%` — high risk; executive escalation likely required
- `<15%` — likely churns; the playbook becomes a de-risk-the-loss plan (data export, contract-termination terms, prevent-bad-references motion)

The band is computed from health-score trajectory, archetype confidence, and stakeholder coverage. The Skill emits the band and the three or four signals that drove it. It does not emit a percentage.

### 4. Select the segment-aware playbook template

Read `references/1-segment-playbook-config.md` and pick the template matching the `segment` input. Enterprise playbooks include an executive-sponsor motion, a procurement-engagement section, and a 90-day pacing plan. Mid-market drops the procurement section and compresses pacing to 60 days. SMB collapses to a single motion with a 30-day pacing plan and no executive-sponsor section.

Segment-aware selection matters because the same archetype demands a different motion at different deal sizes. A "low adoption" save on a 500k enterprise account warrants a CSM-and-CSM-leader joint executive business review; the same archetype on an 80k mid-market account warrants a 30-minute working session with the end-user team.

### 5. Generate stakeholder-by-stakeholder motions

For each stakeholder in the account's Gainsight stakeholder map, look up the recommended motion in `references/2-stakeholder-motion-matrix.md` based on (role × archetype). Output one motion per stakeholder with: who runs it (CSM, AE, CSM leader, exec sponsor), when (specific week in the 30/60/90 plan), what (a one-sentence objective), and the success signal (how the CSM knows it landed).

If a required role (per the stakeholder-motion matrix) is missing from the stakeholder map, surface that as a gap: "no economic buyer in stakeholder map; renewal-probability band is capped at 40-70% until one is identified."

### 6. Draft talk-tracks for the top three likely objections

Based on the archetype, generate three talk-tracks. Each is structured as: the objection (verbatim, in the customer's likely phrasing), the underlying concern, the response posture (acknowledge → reframe → ask), and the bridge question. These are scaffolding for the CSM's preparation — not scripts to read aloud. The Skill states this explicitly in the output.

### 7. Define the escalation gate

Specify the explicit signal that triggers escalation to the CSM leader, and from CSM leader to VP CS. Examples: "if executive sponsor declines the EBR within 14 days," "if renewal-probability band drops to <15% after week 4 motions," "if competitor confirms a signed pilot." The escalation gate is what prevents the CSM from grinding through a doomed save motion past the point of recoverability.

### 8. Human-review gate

The Skill emits the playbook with a top-banner instruction: "Draft for CSM review. Do not execute any motion until the CSM has reviewed, customized, and converted to Gainsight CTAs. No section of this output is customer-ready as-is." This is non-optional. Skipping it is the highest-severity failure mode — see watch-outs.

## Output format

The Skill emits a single Markdown file with this exact shape:

```markdown
# Renewal playbook — {Account name}

> **Draft for CSM review.** Do not execute any motion until the CSM has reviewed,
> customized, and converted to Gainsight CTAs. No section of this output is
> customer-ready as-is.

## Account context
- ARR: ${arr}
- Renewal date: {YYYY-MM-DD} (T-{N} days)
- Segment: {enterprise|mid-market|smb}
- Contract terms: {term length, escalators, opt-out window}

## Risk diagnosis
- **Primary archetype**: {archetype} (confidence: high|medium|low)
- **Secondary archetype** (if any): {archetype}
- **Signals**:
  - {signal 1, with citation: Gong call date or Gainsight metric}
  - {signal 2}
  - {signal 3}

## Renewal-probability band
**{>70% | 40-70% | 15-40% | <15%}**

Drivers:
- {driver 1}
- {driver 2}
- {driver 3}

## Stakeholder motions
| Stakeholder | Role | Owner | Week | Motion | Success signal |
|---|---|---|---|---|---|
| {Name} | Economic buyer | CSM leader | W2 | {one-sentence objective} | {signal} |
| {Name} | Champion | CSM | W1 | {one-sentence objective} | {signal} |
| {Name} | End user | CSM | W3 | {one-sentence objective} | {signal} |

Stakeholder gaps:
- {e.g. "no economic buyer in map; renewal-probability band capped until identified"}

## Talk-tracks for top objections

### Objection 1: "{verbatim objection in customer phrasing}"
- Underlying concern: {one sentence}
- Response posture: acknowledge → reframe → ask
  - Acknowledge: {one sentence}
  - Reframe: {one sentence anchored in value-realized data}
  - Ask: {single specific bridge question}

### Objection 2: ...
### Objection 3: ...

## Escalation gate
- Escalate to CSM leader if: {specific signal, specific date}
- Escalate to VP CS if: {specific signal}

## 30/60/90 pacing
- **Week 1-4 (T-90 to T-60)**: {summary of motions}
- **Week 5-8 (T-60 to T-30)**: {summary of motions}
- **Week 9-12 (T-30 to renewal)**: {summary of motions}
```

## Watch-outs

- **Over-confident probability bands.** The Skill's classifier will sometimes confidently bucket an account into `>70%` based on a strong health trend that masks a recent stakeholder loss. Guard: the band must always be paired with at least three drivers; if the Skill cannot produce three independent drivers, it downgrades the band one level. The CSM treats every band as a hypothesis, not a forecast.
- **Stakeholder-map drift.** Gainsight stakeholder maps go stale fast — sponsors leave, titles change, someone gets reorged into a different BU. The Skill compares Gainsight roles against LinkedIn current titles where possible and flags every stakeholder it cannot reconcile within the last 90 days. If more than half the map is unreconciled, the Skill aborts with: "stakeholder map staleness >50%; refresh in Gainsight before re-running."
- **Scripted talk-tracks losing trust.** If the CSM reads the talk-tracks as scripts, the customer will hear it and the renewal save dies. Guard: every talk-track is labeled "scaffolding for preparation, not a script" in the output, and the CSM is instructed to rewrite each one in their own voice before any conversation. The Skill does not produce conversational copy at all — it produces objection structure.
- **Recommending discounts.** The Skill is forbidden from recommending specific discount amounts or commercial concessions. If the archetype is `pricing-pushback`, the playbook routes the conversation to Deal Desk rather than proposing a number. Pricing decisions are out of scope.
- **Treating the playbook as the work.** The playbook is worthless if interventions are not converted to tracked Gainsight CTAs and reviewed weekly. The output's footer reminds the CSM of this; the workflow setup ties the output to a CTA-creation step.

# Segment-aware playbook config — TEMPLATE

> Replace this template's contents with your team's actual segment definitions
> and per-segment playbook structure. The cs-renewal-playbook skill reads this
> file on every run; without your real segmentation, the playbook structure
> defaults to mid-market and may not match your CS motion.

## Segment definitions

The Skill expects three segments. Adjust the ARR thresholds to match your CS team's coverage model.

| Segment | ARR band | CSM coverage | Pacing window |
|---|---|---|---|
| `enterprise` | over 250k | 1:8 named | 90 days (T-120 to T-30) |
| `mid-market` | 50k to 250k | 1:30 pooled | 60 days (T-90 to T-30) |
| `smb` | under 50k | 1:200 digital | 30 days (T-60 to T-30) |

## Per-segment playbook sections

The Skill includes or omits sections based on segment. Mark each section as `included`, `omitted`, or `optional`.

### Enterprise

| Section | Status | Notes |
|---|---|---|
| Account context | included | Always |
| Risk diagnosis | included | Up to two archetypes |
| Renewal-probability band | included | All four bands available |
| Stakeholder motions | included | One row per stakeholder, full matrix |
| Executive sponsor motion | included | EBR within 30 days, CSM-leader joint |
| Procurement engagement | included | Track 1: technical; Track 2: commercial |
| Talk-tracks | included | Three objections |
| Escalation gate | included | Two-tier (CSM leader, VP CS) |
| 30/60/90 pacing | included | Full plan |

### Mid-market

| Section | Status | Notes |
|---|---|---|
| Account context | included | |
| Risk diagnosis | included | Single archetype, secondary optional |
| Renewal-probability band | included | All four bands available |
| Stakeholder motions | included | Limit to top 4 stakeholders |
| Executive sponsor motion | optional | Only if exec sponsor exists in stakeholder map |
| Procurement engagement | omitted | Routed via AE if it surfaces |
| Talk-tracks | included | Two objections |
| Escalation gate | included | Single-tier (CSM leader only) |
| 30/60/90 pacing | included | Compressed to 60 days |

### SMB

| Section | Status | Notes |
|---|---|---|
| Account context | included | |
| Risk diagnosis | included | Single archetype only |
| Renewal-probability band | included | Three bands; <15% collapses to "churn likely" |
| Stakeholder motions | included | Single motion: end user only |
| Executive sponsor motion | omitted | Not applicable |
| Procurement engagement | omitted | Not applicable |
| Talk-tracks | included | One objection |
| Escalation gate | included | Single-tier (Pool lead) |
| 30/60/90 pacing | included | Collapsed to 30 days |

## Per-segment archetype overrides

Some archetypes don't make sense at certain segments. Define overrides here.

| Archetype | Enterprise | Mid-market | SMB |
|---|---|---|---|
| `champion-lost` | Full save motion | Full save motion | Treat as `value-gap` |
| `low-adoption` | Full save motion | Full save motion | Full save motion |
| `pricing-pushback` | Route to Deal Desk | Route to Deal Desk | Templated discount offer |
| `competitive` | Full save motion + competitive briefing | Full save motion | Surrender if confirmed |
| `value-gap` | Full save motion | Full save motion | Templated re-onboarding |

## ARR threshold for "do not run this Skill"

Below this ARR, the cost of generating and reviewing a custom playbook exceeds the expected save value. The Skill aborts and recommends the SMB templated motion instead.

- Threshold: under 25k ARR (override here if your team operates at different unit economics)

## Last edited

{YYYY-MM-DD} — update on every material change so the Skill can warn when the config is stale.

# Stakeholder-motion matrix — TEMPLATE

> Replace this template's contents with your team's actual stakeholder roles
> and the recommended motion per role per archetype. The cs-renewal-playbook
> skill reads this on every run; the matrix is the single source of truth for
> "which stakeholder do we engage, and how, given which risk pattern."

## Roles the Skill recognizes

The Skill matches stakeholder titles in Gainsight to one of these canonical roles. Edit the title patterns to match your buyer language.

| Canonical role | Title patterns | Required for renewal? |
|---|---|---|
| Economic buyer | VP, SVP, C-level in budget-owning function | Yes (caps probability band if missing) |
| Champion | Director or Sr Manager in product-using function | Yes |
| End user | IC or Manager in product-using function | Yes |
| Technical evaluator | IT, Security, RevOps Architect | Optional (required if archetype is `competitive`) |
| Executive sponsor | Customer-side exec who agreed to sponsor at sale | Optional (required if segment is enterprise) |
| Procurement | Procurement, Vendor Management, Sourcing | Optional (required at T-60 if enterprise) |

## Motion matrix

For each (role × archetype) cell, the recommended motion. The Skill cites this matrix when populating the stakeholder-motions table in the output.

### Economic buyer

| Archetype | Motion | Owner | Week | Success signal |
|---|---|---|---|---|
| champion-lost | Re-establish value-realized narrative; introduce new champion | CSM leader + AE | W2 | Meeting accepted |
| low-adoption | Joint EBR with usage data + adoption plan | CSM + CSM leader | W3 | Adoption commitment in writing |
| pricing-pushback | Route to Deal Desk; CSM frames value-realized, AE handles commercial | AE | W4 | Deal Desk engagement opened |
| competitive | Competitive differentiation briefing + customer references | CSM leader | W2 | Reference call scheduled |
| value-gap | Roadmap alignment session | CSM | W3 | Two next-quarter use cases identified |

### Champion

| Archetype | Motion | Owner | Week | Success signal |
|---|---|---|---|---|
| champion-lost | Identify and onboard new champion candidate | CSM | W1 | New champion confirmed in stakeholder map |
| low-adoption | Champion-led adoption office hours for end users | CSM | W2 | At least 5 end users attend |
| pricing-pushback | Equip champion with internal value-justification deck | CSM | W3 | Deck shared internally by champion |
| competitive | Champion-led competitive feature comparison session | CSM | W2 | Champion commits to internal advocacy |
| value-gap | New use-case discovery with champion | CSM | W2 | One new use case scoped |

### End user

| Archetype | Motion | Owner | Week | Success signal |
|---|---|---|---|---|
| champion-lost | Maintain weekly office hours; surface friction | CSM | Ongoing | Friction tickets logged |
| low-adoption | Targeted re-onboarding for the bottom-quartile users | CSM | W2 | Weekly active count moves up one quartile |
| pricing-pushback | Document hours-saved per user | CSM | W3 | Survey response from at least 60% |
| competitive | Workflow comparison: current vs competitor | CSM | W4 | Workflow doc shared with champion |
| value-gap | Feature-discovery session on under-used capabilities | CSM | W2 | Two new features adopted |

### Technical evaluator

| Archetype | Motion | Owner | Week | Success signal |
|---|---|---|---|---|
| competitive | Technical deep-dive on competitor gaps | CSM + Solutions | W3 | Technical questions resolved in writing |
| low-adoption | Integration health review | CSM + Solutions | W2 | At least one integration friction resolved |
| (others) | Skip unless surfaced by champion | — | — | — |

### Executive sponsor

| Archetype | Motion | Owner | Week | Success signal |
|---|---|---|---|---|
| champion-lost | Re-engage with new champion introduction | CSM leader | W3 | Sponsor meeting accepted |
| low-adoption | EBR with adoption commitment | CSM leader | W4 | Sponsor commits to internal mandate |
| pricing-pushback | Sponsor-to-sponsor commercial conversation (with AE) | AE + sponsor | W5 | Commercial path defined |
| competitive | Strategic-fit conversation | CSM leader | W3 | Sponsor reaffirms strategic intent |
| value-gap | Roadmap-aligned strategic review | CSM leader | W4 | Next-quarter expansion identified |

### Procurement

Engage at T-60 only, regardless of archetype. The motion is always: introduction email, terms walkthrough, paper-process scoping. Owner: AE. Success signal: paper process scoped and on calendar.

## Stakeholder gap rules

If a required role is missing, the Skill applies these caps to the renewal-probability band:

- Missing economic buyer → cap at `40-70%`
- Missing champion → cap at `15-40%`
- Missing end-user representation → cap at `40-70%`
- Missing executive sponsor (enterprise only) → cap at `40-70%`

Stacked caps take the lower of the applicable bands.

## Last edited

{YYYY-MM-DD}

# Output format — TEMPLATE

> The cs-renewal-playbook skill emits a single Markdown file in this exact
> shape. This file shows the placeholder-filled example the Skill produces.
> The CSM reviews it, edits it, and converts each motion to a Gainsight CTA.
>
> Replace this template only if you are extending the output format itself.
> If you only want to change wording inside motions, edit the
> stakeholder-motion-matrix and segment-playbook-config files instead.

## Example output (illustrative)

```markdown
# Renewal playbook — Acme Corp

> **Draft for CSM review.** Do not execute any motion until the CSM has reviewed,
> customized, and converted to Gainsight CTAs. No section of this output is
> customer-ready as-is.

## Account context
- ARR: $180,000
- Renewal date: 2026-08-15 (T-104 days)
- Segment: mid-market
- Contract terms: 1-year, 5% pre-negotiated escalator, no auto-renewal,
  opt-out window opened 2026-04-15

## Risk diagnosis
- **Primary archetype**: champion-lost (confidence: high)
- **Secondary archetype**: low-adoption (confidence: medium)
- **Signals**:
  - Champion (Director of RevOps, Sarah K) departed per LinkedIn 2026-03-20
  - Stakeholder-call frequency dropped 62% in last 60 days
    (Gong, calls 2026-02 vs 2026-04)
  - Weekly active users at p20 of mid-market segment for the last 8 weeks
    (Gainsight usage report)

## Renewal-probability band
**15-40%**

Drivers:
- Champion-lost archetype with no replacement champion identified
- Stakeholder-engagement frequency below recovery threshold
- Adoption gap reinforces the perception of low value-realized
- Economic buyer present in stakeholder map (prevents further band drop)

## Stakeholder motions
| Stakeholder | Role | Owner | Week | Motion | Success signal |
|---|---|---|---|---|---|
| (Vacant) | Champion | CSM | W1 | Identify and onboard new champion candidate from RevOps team | New champion confirmed in stakeholder map |
| Mike J | Economic buyer | CSM leader | W2 | Re-establish value-realized narrative; introduce new champion | Meeting accepted |
| Priya R | End user | CSM | W2 | Targeted re-onboarding for the bottom-quartile users | Weekly active count moves up one quartile |
| Tom L | End user | CSM | W3 | Feature-discovery session on under-used capabilities | Two new features adopted |

Stakeholder gaps:
- No active champion. Identifying one in W1 is the highest-priority motion;
  if not closed by W3, escalate to CSM leader.

## Talk-tracks for top objections

> Scaffolding for preparation, not a script. Rewrite each in your own
> voice before any conversation.

### Objection 1: "We've been getting less out of it than we expected."
- Underlying concern: value-realized perception is below cost
- Response posture: acknowledge → reframe → ask
  - Acknowledge: that perception matches what we are seeing in usage data —
    we want to address it head-on
  - Reframe: anchor on the two use cases where the team is generating value
    (cite the workflow we instrumented in Q1)
  - Ask: "Who on your team would be the right person to lead a 60-day
    adoption push, now that Sarah has moved on?"

### Objection 2: "We're evaluating alternatives."
- Underlying concern: champion-lost has opened the door to displacement
- Response posture: acknowledge → reframe → ask
  - Acknowledge: makes sense to do due diligence at renewal
  - Reframe: the switching cost is the integration work the team did in
    onboarding (cite specific integrations); a competitor would need to
    re-do that
  - Ask: "What capability are you trying to find in the alternative that
    you don't believe we provide today?"

## Escalation gate
- Escalate to CSM leader if: no new champion identified by end of W3
- Escalate to CSM leader if: renewal-probability band drops to <15% after
  W4 motions complete

## 30/60/90 pacing
- **Week 1-4 (T-104 to T-76)**: Identify new champion. Run targeted
  re-onboarding for bottom-quartile users. Schedule economic-buyer
  meeting via CSM leader.
- **Week 5-8 (T-76 to T-44)**: Champion-led adoption office hours.
  Feature-discovery sessions. Document hours-saved per user.
- **Week 9-12 (T-44 to renewal)**: Joint EBR with new champion and
  economic buyer. Confirm renewal commercials. Hand to AE for paper
  process if needed.

---

_Generated by cs-renewal-playbook skill. Convert each motion to a
Gainsight CTA before executing. Re-run at T-60 to refresh signals._
```

## Last edited

{YYYY-MM-DD}