Stop Discounting: The V.A.L.U.E Renewal System
Renewal season is coming.
Lose one $100k logo and you need ~1,010 new $99 seats just to plug the hole.
Apply the V.A.L.U.E. renewal system, and lock in margin before Q4 board meetings.
TL;DR — for busy leaders
Goal: Defend price without eroding trust.
Owner: CSM (with RevOps + Legal at T‑14/T‑7).
Milestones: T‑90 Value brief → T‑60 Align execs → T‑30 Lock commercial preview → T‑14 Unblock objections.
A SaaS Fintech used V.A.L.U.E. to lift average uplift from 4% → 9% while holding 96% gross renewal.
Short on time? Do this today: pull last-year usage, fill three outcome lines, email the exec with Option A/B draft.
The V.A.L.U.E. Renewal System (Overview)
V.A.L.U.E = Value brief (T‑90), Align (T‑60), Lock preview (T‑30), Unblock objections (T‑14), Execute (T‑7).
T-90 | Build the Value Brief (internal)
Outcomes w/ $$, usage deltas, incidents avoided, releases used, next-year plan (2–3 aligned initiatives).
Document or it didn’t happen.
For the T‑90 Value Brief, steal the exact questions from the Value Discovery Template Guide to extract outcomes you can price in dollars.
T-60 | Executive Alignment (email + 25-min call)
Align on outcomes, preview range (not a number), identify decision owners, set a target sign date.
Struggling to land an exec on the call? Use the outreach sequence in Get Invited to Executive Meetings to secure a 25‑minute slot with authority.
T-30 | Commercial Preview (email)
Send a 1-page summary with two paths:
A) Standard (same scope, standard uplift)
B) Trade-off (savings tied to term/prepay/scope)
When you condense the two commercial paths, mirror the slide order in Strategic QBR Frameworks so the ask follows value math.
T-14 | Negotiation Window (live)
Run CALM+T. Confirm trade-offs. Summarize same day.
For the full messaging stack behind price moves, run the SaaS Price Increase Playbook alongside CALM+T to keep Sales, CS, and Finance aligned.
T-7 | Finalization
Ship order form. If they counter, request a counter-signed and dated with explicit give-gets.
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