Voices of DGIT: Thought Leadership Article by Matoli Maubane | Renewal Specialist
In the world of IT distribution, renewals are often seen as an operational task, admin to be ticked off. But in reality, they sit at the heart of customer loyalty, predictable revenue, and unlocking long-term growth.
Done well, renewals are a strategic lever. Done poorly, they become a risk.
As a Renewal Specialist at DataGroupIT , I’ve seen how a delayed or mismanaged renewal can disrupt not just the end customer, but the entire value chain.
According to Forbes, there’s a 60–70% chance of selling to existing customers – compared to just 5–20% with new prospects. That’s That’s not just a stat – it’s a strategy. Renewals signal trust, loyalty, and proactive engagement. When done right, they reduce churn and create consistent, long-term revenue streams.
Here’s why renewals matter and how we can manage them more strategically:
Start Early, Way Before Expiry
Renewal conversations shouldn’t be rushed through last-minute. Early engagement gives you time to align with your customer’s roadmap, request updated quotes from vendors, and avoid any panic when deadlines hit. It also shows professionalism and builds trust.
Request Vendor Quotes in Advance
Proactivity wins. Don’t wait for clients to chase you – request renewal quotes well in advance. It gives you control of timelines, keeps your responsive, and shows the customer you’re on top of their needs.
Use the Right Tools to Stay on Top of Renewals
Manually tracking renewals across multiple regions and vendors does not scale. Modern CRM tools help you:
- Monitor upcoming renewals across regions and vendors
- Automate reminders and internal updates and
- Centralize communication across teams (internal & external).
Visibility here is critical. It’s the difference between being reactive and being ready.
Managing Contracts Proactively to Stay Competitive
Staying ahead of renewals lets you review performance, renegotiate terms, or lock in better pricing — before competitors get a chance. It positions your business as dependable and strategic.
Avoid Financial Loss and Disruption
Missed renewals can come at a cost: increased pricing, reinstatement fees, or worse – service disruptions. For your customers, that means operational risk. For your business, it’s a damaged reputation and missed revenue.
Forecast Better, Sell Smarter
An organized renewal pipeline supports smarter forecasting. It gives sales teams a more accurate view of revenue, highlights upsell opportunities, and makes strategic planning easier.
Sales and Renewals: One Team, One Goal
Sales bring customers in. Renewals keep them. When these teams collaborate, the results are powerful:
- Higher win rates
- A consistent customer journey and
- Improved satisfaction and retention
Renewals are not just a back-office function. They are a front-line opportunity to deliver value, build loyalty, and grow revenue.
At the end of the day, renewals are not just about maintaining a contract, they’re about continuity, customer retention, and strategic growth.
It’s time we stop treating renewals as an afterthought. They are a revenue engine a retention lever, and a growth opportunity and they deserve a seat at the top of the planning cycle