“Never assume” is a smart way to manage renewals.
And while engaging in a dialogue to check for the renewal business, you are given the perfect opportunity to upsell or cross sell.
But make sure your rules of engagement specify who is responsible for chasing down these renewals. If your partners expect to receive a margin, then they should be given adequate advance information to schedule those closing calls. But once again – never assume.
Customer churn should not be an inevitability and measuring renewals accurately will enable you to see danger coming if customer retention is slipping. Be that at the product, region, or partner level. These different metrics, measured over time, will also enable you to react in time. For example, offering an incentive to improve renewal percentages.