Renewal + Upsell Strategy for Account Managers
Most Account Managers aren’t trained to think like strategic revenue drivers. They’re taught to “keep accounts happy,” but not to expand them, protect them, and lead them.
This program transforms AMs into confident, consultative, cross-functional operators who drive net revenue retention, grow customer value, and deepen executive relationships across complex accounts.
Who It’s For
- Account Managers, Customer Success Managers, and post-sale revenue teams
- Reps responsible for managing an active book of business
- Teams focused on upsells, cross-sells, renewals, retention, and net revenue expansion
- Leaders who want to evolve AMs into strategic, proactive account owners
Common titles this applies to: Account Managers (AMs), Territory Manager, Customer Success Manager
AM Program
Challenges We Solve
✔️ AMs stuck in a reactive, support-heavy posture with no clear growth mandate.
⚠️ Weak kickoff calls that don’t build trust or establish expectations
✘ Unclear understanding of customer goals or why they bought
✔️ Data exists but isn’t turned into a compelling ROI narrative
⚠️ Executive QBRs lack polish or fail to resonate with the C-Suite
✘ AMs don’t know how to identify whitespace or multithread into new departments
Poor risk management and churn prevention: no red flag identification, no ‘at risk’ playbook, reactive panic when accounts are already leaving
AM Program
What It Covers
Phase 1 - Foundations
Mindset: From Reactive to Proactive
- Moving from firefighter to value architect
- Viewing every account as a growth engine
- Being the quarterback of your book
- How authenticity and true partnership rule the day
Phase 1 - Foundations
Strategic Account Planning
- Account Segmentation: Tier A/B/C strategy
- Mapping org charts, decisions makers, influencers, etc.
- Developing whitespace maps and oppotunity heatmaps
- Shared Account Plan w AE, SE, CS, Exec Team
Phase 2 - Revenue Expansion
Advanced Discovery for Existing Customers
- How to re-run discovery post-sale to unlock new needs
- Buyer evolution over time (roles shift, priorities change)
- Textbook-level discovery structure
Phase 2 - Revenue Expansion
Multithreading & Relationship Expansion
- Identify secondary buyers across departments
- Expanding across LOBs
- Internal Referrals and land and expand strategy
- Navigating into parent and subsidiary accounts
Phase 2 - Revenue Expansion
Upselling Framework
- Values based upsell: business case over product pitch
- Building a business case with ROI metrics: time savings, cost reduction, revenue lift, etc.
- Identifying biggest pain points and goals
Phase 3 - ROI Validation
Communicating ROI & Business Impact
- Turning dashboards and data into a compelling narrative
- Running textbook QBRs
- Aligning our solution to their pain
- Equipping champions to sell internally
Phase 2 - Revenue Expansion
Winback Strategies
- Mutual Evaluation Plans
- Closing to next steps at every stage
- Legal + procurement navigation
- Transitioning accounts cleanly post-sale
- Forecasting fundamentals for AEs
Phase 5 - Risk Prevention
At Risk Analysis & Playbook
- Multithreading into large accounts
- Account mapping + deal strategy
- Internal selling to CS, onboarding, and leadership
- Win/loss reviews
- Time management for full-cycle sellers
- Leveraging AI as a personal sales admin
SECTION 09
Deal Progression & Closing
- Mutual Evaluation Plans
- Closing to next steps at every stage
- Legal + procurement navigation
- Transitioning accounts cleanly post-sale
- Forecasting fundamentals for AEs
AM Program
Impact, Metrics & Outcomes It Drives
Area
Measurable Impact
Win Rates
Better discovery, ROI delivery, and objection handling increase close rates
Pipeline Coverage
Reps generate more qualified opps and manage long-term deals
Forecast Accuracy
Cleaner pipeline = better commit calls and revenue visibility
Sales Velocity
Shorter cycles through better alignment and mutual plans
Rep Confidence & Execution
Higher deal confidence and call leadership
Manager Coaching Leverage
Reps are more coachable and structured in their approach
Area
Win Rates
Pipeline Coverage
Forecast Accuracy
Sales Velocity
Rep Confidence & Execution
Manager Coaching Leverage
Measurable Impact
Better discovery, ROI delivery, and objection handling increase close rates
Reps generate more qualified opps and manage long-term deals
Cleaner pipeline = better commit calls and revenue visibility
Shorter cycles through better alignment and mutual plans
Higher deal confidence and call leadership
Reps are more coachable and structured in their approach
AM Program
Deal Impact Summary
Each session includes live application of frameworks to real pipeline deals. Here's how deals will be strategically impacted throughout the program:
Session
Deals Touched / Rep
Total Deals Touched (4 Reps)
Session Application Focus
2: Sales Prep & Cycle Planning
1
4
Apply discovery prep framework to an upcoming real call. Build strategic call flow and define what success looks like.
3: Discovery & Objection Prevention
2
8
Analyze 2 stalled or ghosted deals. Identify root causes of objections, create re-engagement plans, and map solutions to pain.
4: Deal Strategy & Pipeline Review
2
8
Evaluate 2 deals using a deal health scorecard. Diagnose gaps, re-align deal progression strategy, and improve forecasting accuracy.
5: MEPs & Closing Sequences
2
8
Apply demo prep + closing frameworks to 2 active deals. Build Mutual Evaluation Plans and run the DG-specific closing sequence.
6: Account Mapping & Multithreading
2
8
Map personas and horsepower across 2 deals. Identify gaps in POC access and develop a plan to engage new buyers and influencers.
Session
2: Sales Prep & Cycle Planning
3: Discovery & Objection Prevention
4: Deal Strategy & Pipeline Review
5: MEPs & Closing Sequences
6: Account Mapping & Multithreading
Deals Touched / Rep
1
2
2
2
2
Total Deals Touched (4 Reps)
4
8
8
8
8
Session Application Focus
Apply discovery prep framework to an upcoming real call. Build strategic call flow and define what success looks like.
Analyze 2 stalled or ghosted deals. Identify root causes of objections, create re-engagement plans, and map solutions to pain.
Evaluate 2 deals using a deal health scorecard. Diagnose gaps, re-align deal progression strategy, and improve forecasting accuracy.
Apply demo prep + closing frameworks to 2 active deals. Build Mutual Evaluation Plans and run the DG-specific closing sequence.
Map personas and horsepower across 2 deals. Identify gaps in POC access and develop a plan to engage new buyers and influencers.
How It’s Delivered
- 8-week cohort format (custom schedules available)
- Weekly live training
- Live call breakdowns, deal coaching, roleplays
- Email, discovery, and proposal templates included
AM Program
Return on Investment
- Reps close more deals with less time in pipeline
- More reps consistently hit quota, not just top performers
- Sales managers spend less time fixing basics and more time leveling up strategy
- Company gains a repeatable system for AM development that sticks
AM Program
FAQs
“Will this work for reps with varying levels of experience?”
Varies by cohort size, delivery model, and customization level.
“How is this different from traditional sales training?”
Varies by cohort size, delivery model, and customization level.
“Will this conflict with our existing sales process?”
Varies by cohort size, delivery model, and customization level.
Investment
Varies by cohort size, delivery model, and customization level.
- Standard 8-week cohort: $2,500/participant
- Due Diligence & Customization billed at $300/hr
