10 Lessons from $1 Billion & 10,000 Transactions: What I’ve Learned in Renewals & Account Management

After over a decade in Account Management and Renewals—overseeing 10,000 transactions ranging from $400 to $40 million and totaling over $1 billion in revenue—I’ve learned a few things. Here are the ten most important lessons that drive success in renewals and account management.

1. The Current Contract is Your Anchor (and Sets Up the Next One).

Every renewal starts with the existing contract. Know the terms, pricing, and commitments inside and out—because your customers very well may. Remember, this deal also establishes the baseline for your next renewal. If you concede too much today, you’ll be negotiating against yourself in the future.

2. Stakeholder Changes Are Your Biggest Risk

Budgets shift, competitors emerge, and business needs evolve—but the greatest threat to renewal is when your champion leaves. Track key stakeholders carefully and build multiple relationships within an account.

3. No One Likes Surprises

Unexpected price hikes, last-minute contract issues, or policy changes will erode trust. Surprises are for birthdays, not renewals. Proactively communicate changes and risks to avoid last-minute roadblocks.

4. Sell to the Business, Justify to Procurement

Your customer wants your product. Procurement wants to save money. Ensure the business sees enough value (ROI) to justify the cost—so when procurement pushes back, you have allies in your corner.

5. Don’t Be Afraid to Rewrite the Contract

If the current product mix no longer fits, propose something new. The goal is to retain and grow revenue, not force an outdated solution. Be willing to restructure deals to match evolving customer needs.

6. Always Present Options

Give them choices that make renewal easier—whether it’s term flexibility, product adjustments, or pricing structures. Instead of yes or no, make it, “Which one?”

7. Big Deals Change the Rules

There’s always a way. “That’s not possible” often becomes “Let’s make an exception” when enough commas are involved. When the value is significant, internal roadblocks often become negotiable.

8. Scalability Requires Process

Handling a few key accounts is one thing, but managing renewals at scale requires structure. Standardized processes, automation, and clear workflows ensure that each deal gets the appropriate level of attention without overwhelming your team. While every deal may seem unique, scalable success comes from a repeatable approach.

9. Internal Relationships Matter

Your internal teams—legal, finance, product—can make or break a deal. Treat them well, and they’ll move mountains for you.

10. The Power of “No”

Not every request can be accommodated. Know your limits, and don’t be afraid to say no. Sometimes, the best way to close a deal is by holding your ground.

The Future of Renewals: Humans Still Matter

Automation is growing, but at the end of the day, renewals are still human-driven. Relationships, negotiation, and strategy are key.