How to structure a renewal deck
Default answer: The Fit. A renewal is rarely lost on value — it stalls because re-committing is a decision someone has to own, and the incumbent's real enemy is the fear of signing up again rather than any rival. But the default flips in three specific cases, and the flip depends on why the renewal is actually at risk.
Sixty-second diagnosis
Which pattern a renewal deck should run depends almost entirely on why the renewal is in doubt — and reps usually know the answer without having articulated it. Two questions get it out of your head: first what the renewal looks like from the outside, then, if there's a real objection on the table, what it actually is. The verdict updates as you answer.
Question 1
What does the renewal actually look like right now?
The same map, as a table
The tree above walks one path at a time. Here are all four at once, for when you'd rather scan than click — or when you're briefing someone else on a renewal you're not running yourself.
| The renewal looks like | Run | Because |
|---|---|---|
| Quiet, no objection | The Fit | The stall is fear of re-committing, not doubt |
| "Not sure it's worth it" | The Bridge | Re-quantify the gap you already closed, in their numbers |
| Bigger ask on the table | The Fit, heavier floor | New stakes need a recommendation plus a survivable worst case |
| Competitor actively courting | The Pushback | Out-teach the challenger with insight only the incumbent can hold |
What every version shares
Never open a renewal deck with the product tour. Your customer has seen the product for a year; a tour tells them you've forgotten who they are. Every verdict above opens with them — their fear, their numbers, or their market — and lets the product re-enter only as evidence.
Situation pages answer the moment you're in. The patterns themselves live in Pitchcraft — and the full library is on one page.