The Renewals Transformation Framework™ defines the core capabilities and structural elements required for renewals to operate predictably at scale. It provides leaders with a clear, structured way to understand current capability maturity, clarify the intended renewals model, and establish a shared execution blueprint.

The Framework does not prescribe a starting point or a rigid sequence. Instead, it creates the structural clarity that allows design, execution, and control to operate as a cohesive system - regardless of where an organization begins.

Why a Framework Matters

Renewal initiatives often struggle not because of lack of effort, but because structural clarity is missing. Organizations may improve activity, introduce new tools, or adjust coverage models - yet still experience inconsistent outcomes.

Without a shared understanding of the capabilities required to sustain renewals at scale, execution efforts evolve in isolation. Over time, this leads to fragmentation, rising cost-to-serve, reactive decision-making, and limited predictability.

The Renewals Transformation Framework addresses this challenge by defining what the renewals system must be capable of, independent of how or where execution occurs.

How the Framework Fits into the RenewalsHub Model

The Renewals Transformation Framework™ represents the Design discipline within the broader RenewalsHub operating model.

It answers a fundamental question:

What must our renewals business be structurally capable of - so execution and control can function consistently, even as complexity increases?

By establishing this shared foundation, the Framework enables:

• Right-Fit Renewals™ to execute the model intentionally by segment

• Renewals Execution Orchestration to maintain alignment, governance, and insight-to-action over time

The Framework supports these two disciplines without imposing a fixed order of execution or engagement path.

Renewals Maturity Model

The Renewals Maturity Model provides a structured diagnostic view of renewal-specific capabilities. It helps leaders assess the current state of their renewals motion, identify gaps relative to the desired renewals operating model, and understand how capability maturity affects renewal execution consistency and predictability.

Rather than measuring renewal activity or output, the model evaluates the underlying renewals environment - focusing on the maturity of the capabilities required to support renewals at scale. It provides a common fact base leaders can use to benchmark current state, align stakeholders, and prioritize where focused improvement will have the greatest impact.

The model assesses the renewals environment across four stages of maturity, reflecting how renewals organizations typically evolve as complexity and scale increase:

• Reactive – Manual, inconsistent execution with elevated churn risk

• Defined – Standardized, repeatable processes supported by foundational systems and limited automation

• Predictive – Data-driven decision-making, segmentation, risk insight, and targeted automation

• Scalable – Highly automated, self-service-enabled renewals operating as a strategic growth engine

Together, these stages provide a clear lens for understanding where renewals execution breaks down today — and what must mature to support sustainable, predictable performance.

Renewals Strategy Lifecycle

The Renewals Strategy Lifecycle provides a structured way to define and evolve a renewals strategy that can be executed consistently across segments and routes-to-market. It links insight to design decisions, creating shared clarity around how the renewals model is intended to operate.

Rather than treating strategy as a one-time exercise or a linear transformation program, the lifecycle serves as a continuous design reference. It allows leaders to revisit assumptions, adjust strategy as conditions change, and maintain alignment between strategic intent and how renewals are actually executed.

How the Lifecycle is used

The Renewals Strategy Lifecycle is organized around five core phases. These phases are not steps to be followed in order, but design lenses that help leaders examine, refine, and align their renewals strategy over time.

• Discovery & Diagnosis
  Examination of the current renewals environment — including systems, workflows, performance patterns, organizational structure, and execution constraints — to establish a clear fact base.

• Strategy Design
  Definition of a renewals strategy aligned to customer segments, business objectives, maturity context, and internal capacity.

• Execution Planning
  Clarification of how the strategy is intended to be operationalized, including priorities, sequencing considerations, and execution guardrails.

• Launch & Learn
  Intentional introduction of strategy changes in a controlled context, using data and feedback to validate assumptions and refine the model.

• Extend
  Application of proven strategy patterns across segments, geographies, or product lines while preserving alignment and governance.

Why the Lifecycle matters

The Renewals Strategy Lifecycle ensures that strategy remains connected to execution realities without locking organizations into rigid plans or one-time initiatives. It provides a shared structure leaders can use to design, test, and evolve their renewals strategy as the business grows and changes.

Renewals Engine

The Renewals Engine defines the operational capabilities required to support renewals execution consistently over time. It serves as an execution blueprint, describing how renewals are intended to operate across data, systems, workflows, roles, automation, and governance.

Rather than focusing on individual tools or processes, the Engine provides a cohesive operational model that keeps execution repeatable, aligned, and resilient as scale and complexity increase.

Strong strategy alone is not sufficient. Without an intentionally designed operating engine, execution becomes fragmented, manual work increases, and performance becomes difficult to predict. The Renewals Engine establishes the operational foundation required to sustain execution in real-world renewal environments.

Core elements of the Renewals Engine

The Renewals Engine is composed of seven interconnected operational elements. Together, they define how renewals execution is enabled, governed, and measured across the organization.

• Data & Insights
  Renewal-specific data structures that support segmentation, forecasting, risk visibility, and performance tracking.

• Process & Workflows
  Standardized renewal processes and playbooks, adapted by segment, risk profile, contract type, and value.

• Systems
  An integrated technology foundation - including CRM, entitlement, CPQ, and renewal tracking — designed to support scale and consistency.

• Automation
  Workflow automation and digital execution models that reduce manual effort and enable predictable execution across renewal volumes.

• Coverage Strategy
  Intentional use of digital, pooled, and human coverage models based on renewal complexity and customer value.

• People & Roles
  Clear role definition and ownership across renewals, sales, and customer success, aligned to the operating model rather than individual functions.

• Governance & Reporting
  Defined renewal metrics, executive visibility, and operating rhythms that enable accountability and timely intervention.

How the Engine is used

The Renewals Engine provides a shared operational reference for aligning teams, systems, and execution decisions. It can be applied to assess current operational readiness, guide operating model design, or refine execution as the renewals environment evolves.

The Engine does not dictate sequencing or implementation order. Instead, it defines the capabilities that must exist for renewals execution to remain consistent and scalable over time.

How Organizations Use the Framework

Organizations engage with the Renewals Transformation Framework™ in different ways depending on their context and priorities.

Some use it to establish a clear diagnostic baseline. Others apply it to redesign their renewals strategy or refine the capabilities supporting execution. In more advanced environments, the Framework provides a reference point for aligning execution and governance as the business evolves.

In all cases, the Framework serves as a shared structural reference, enabling execution and orchestration to function as part of a unified system.

From Structural Clarity to Sustained Execution

The Renewals Transformation Framework is intentionally focused on defining structure, not prescribing execution mechanics.

When design clarity exists:

• Right-Fit Renewals™ applies the model appropriately by segment

• Renewals Execution Orchestration ensures execution remains aligned, visible, and adaptable

Together, these disciplines transform the Framework from a conceptual model into a durable renewals system.

Ready to Gain Clarity?

Whether you are assessing current capabilities, refining your renewals model, or strengthening alignment across execution, the Renewals Transformation Framework provides a clear, structured foundation.

There is no required sequence - organizations engage each discipline based on the execution challenge at hand.