Sponsored by the ISV Partner Success Group, SalesforceCo-hosted by BMC and Qualtrics

@partnerforce@BMC@Qualtrics

Run your ISV Business RenewalsTake away best practices and tips on renewals to implement to your business

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Speakers

Jackie Oh

ISV Partners for Life Manager, Salesforce

Ryan Rich

Head of Enterprise Client Success, Qualtrics

Lisa Kraas

Principal Customer Success Manager, BMC

Agenda

The Renewals JourneyThe four pillars on how Salesforce successfully renews

Renewals ProcessHow BMC strives for success

Proactive Renewals ManagementQualtrics secret to a proactive renewals process

Key TakeawaysSummary and action items you can take with you

Q&AAsk your little hearts out!

What will be covered today?

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Salesforce Renewals Journey

Jackie OhISV Partners for Life ManagerJackie.oh@salesforce.com@jackieoh88

Renewals Overview

The Law of ChurnSelling to stand still

Year 0 Year 1 Year 2 Year 3 Year 4

$800

K

$1M Revenue

90% Renewal Rate85% Renewal Rate80% Renewal Rate

$656

K

$522

K

$409

K

$900

K

$850

K

$810

K

$723

K

$640

K

$729

K

$614

K

$512

K

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

Renewals Journey

Key Renewal Objectives

Contractual price uplifts

Position price uplifts as part of the renewal negotiation

Favorable termsPosition annual billing and extend contract terms to drive stability and predictability

Identify growth opportunitiesPosition up-sells and cross-sells to drive growth and customer success

Identify & mitigate riskIdentify 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

The Renewals TimelineCollaborative 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

Customer Insight Drives SuccessCreate win-win outcomes

The Early Warning System

Snapshot of usage and adoption

Retention Predictor

Historic usage trending to predict potential risk

Supported by Reports & DashboardsOne source of truth

Renewal ProcessStriving for Success

Lisa KraasPrincipal Customer Success Manager, BMCLisa_kraas@bmc.com@LisaKraas

Success Factors

Customer Relationships

Trusted Relationships Provide the Foundation for a Successful RenewalEstablished Relationships & Account Involvement key in SaaS Business

Customer CommunicationRegular Communication & Meetings Build Relationships

Importance of customer relationships in the renewal process

Build Relationships Key Account InvolvementTrusted Relationships Regular Communication

Teamwork – Cross FunctionalTeam of Expertise

CSM/Success

Renewal

SalesOrder Operations

Common GoalSatisfied Customer

Achieving success togetherCollaboration

Teamwork makes the

dream work!

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 & SuccessChurn Strategy – Salvage Small License Count for Historical Reporting & Org Access

Evaluating the renewal opportunity

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Analytics

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%

Proactive Renewals Management

Ryan RichHead of Enterprise Client Success, Qualtricsrrich@qualtrics.com@ryancrich

Visibility & Insights

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

Insight Touch PointsUse 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?

Collaboration

Finding solutions is not just for Support & Client Success

Questions are posed via Salesforce Chatter or other forum

Finding solutions is not just for Support & Client Success

Employees across the company provide solutions

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Metrics

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 Salesforceand 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

Track key metrics rigorously

Automate key metric tracking and reporting to identify trends and properly forecast renewals

Key Takeaways

Visibility & InsightCreating an Executive sponsorship objective

Renewals TimelineHow will you define your renewals timeline?

Customer Relationship ManagementTeam collaboration & how it is a critical success factor in the Renewal Process

MetricsIdentifying greater success opportunities based on reporting

ScaleKnow 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?

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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