Renewal Is Not a Date
A 270-page Operation System for CROs, CCOs, VP CS, and RevOps leaders.
Rebuild your revenue architecture across Customer Success and Account Management to create a healthier Pareto and compensate for constrained pipeline through stronger Top Revenue Contributors.
Improve NRR and renewal outcomes using leading indicators such as Cost-to-Serve (CTS) and Pareto Health Score (PHS).
This is Book Three in the Project Moneyball Series.
What industry leaders say
Buckle up ... this book leaves you blissfully unable to hide.
Avner connects the dots most leaders prefer to keep separate.
And he does it without the usual theatre.
This book is for those prepared to deal with the mechanics of how their business actually works, not for leaders who want better narratives.
Marcus Cauchi, Co-Founder, Principled Selling®
Not a Customer Success book. An OS for rebuilding revenue architecture around retention and expansion that aligns to a lot of trends in the market at the moment.
Basically applying sales thinking to post-sales operating, which is surprisingly sparse in many orgs.
James Pursey, Co-Founder, Replicate Labs
It’s not about being closer to the customer.
It’s about making the value transferable, defensible, and visible internally.
That shift changes how you run accounts.
What you measure.
And where you actually spend your time.
Mariano Tomás Obludzyner, Senior Director, Customer Strategy & Growth Onebeat
It’s a great reminder that the best leads are the ones we already closed. Real GTM starts after the contract is signed.
Shahzad Hassan, Founder, EUA TECH
The book introduces a different standard for what “good” looks like—focused on how revenue holds together across the full customer lifecycle, not just at the point of sale.
It explores:
• Aligning Sales, Customer Success, and Account Management around value
• Extending focus beyond closed deals into renewal and retention
• Identifying leading indicators that impact revenue durability
• Understanding the decision dynamics behind renewals
For anyone in Enablement or RevOps, this looks like a valuable addition to the toolbox as roles continue to expand across the GTM motion.
Cara Holt, Ed.S., Director GTM Enablement, Learning A-Z
Strong perspective from Avner Baruch (B.Eng') on what it really takes to move from activity to economic ownership.
The shift from activity to economic ownership is where most teams underestimate the real work.
Gideon van der Sluis, Head of CS, Mend.io
This book it meant to provide insights on the why and how behind the numbers
Dana Daniel, CFO IONIX
Avner Baruch wrote an entire book around this idea:
Can your customer defend the decision to stay without you in the room? When the answer is yes, everything changes.
The shift he's asking of Customer Success leaders is small but it changes everything.
Congrats Avner Baruch on a book that names something many of us have felt but couldn't put into words.
Ziv Peled, Chief AI Officer & CCO AppsFlyer
Renewal doesn't happen at the end of a contract.
It happens in every meeting, every interaction, every moment where value is either reinforced or lost.
That's the core of Avner Baruch's new book, Renewal Is Not a Date.
The idea that stuck with me: if your customer can't defend the spend without you in the room, you don't have retention. You have a countdown.
Most CS teams measure whether customers use the product. Almost no one measures whether customers can explain why they use it. That's the difference.
Or Guz, VP CS, Bold Security
Avner is a ‘been there done that’ type of guy who worked with some of the best in the business. It’s not theory, it’s lessons and thought processes from real scenarios, not ideal textbook ones.
Talya Heller, Founder, Down to a T
The core idea is simple and uncomfortable:
You’re not managing relationships.
You’re owning economics.
That shift breaks a lot of habits.
Peleg Samson, VP CS Guidde.
This one hits differently for anyone carrying a book of business right now.
The book doesn't sugarcoat renewal. It treats it as a discipline, with the same rigor you'd apply to a sales cycle or a financial model.
If you're in Customer Success, Account Management, or Sales and you're operating in an environment where growth and efficiency must coexist, this is worth your time.
Guy Galon, Chief Customer Success, Obrela.
The book hits a nerve that most leaders prefer to ignore.
The book challenges the dangerous assumption that if a customer renews, the business is healthy.
Ben Mizrahi, Co-Founder Deskfirst & Anomity.ai
In NPI, Product Marketing, and broader go-to-market strategy, we’re often focused on the "launch" - the numbers, the growth, the headlines.
Avner challenges that mindset, shifting the focus from revenue as a number to revenue as a living structure.
The book challenges a familiar assumption:
That if ARR is growing and renewals are holding, the business is healthy.
In today’s environment, that assumption is increasingly risky.
Hanna Lozinsky, Product Marketing @ HP
Avner Baruch connects the big GTM picture to what actually happens in the room, the human side of sales that no tool can replace. The coaching. The conversation. The rep who knows how to read a moment.
In a world where everyone's adding more AI and more complexity, it's refreshing to talk to someone who keeps bringing it back to people.
Matan Ephron, GTM @ Yolk
Table of Content
Part I — Revenue Architecture
1. The Growth Era Is Over
2. Account Managers Are Not “Senior CSMs”
3. If Account Managers Don’t Speak Sales, the Deal Dies Quietly
4. The Decision Window
5. Portfolio Economics: Why Not All Revenue Is Equal
6. Pareto Health in Practice
7. Cost-to-Serve vs. ARR
8. Renewals Are Campaigns, Not Calendar Events
9. Expansion Without Regret
10. ABM Inside the Account
11. Stakeholder Management
12. Risk Detection
13. The Sales ↔ CS Contract
14. Advocacy Is a Diagnostic, Not a Campaign
15. Customer Exits Are a Leadership Decision, Not a Failure
16. Commercial Resets
17. You Get the Behavior You Pay For
18. Certification, Cadence, and Making This Stick
19. AI as Infrastructure
20. The Verdict
Part II — The Operating System
1. 30-Day AM Certification Blueprint
2. Portfolio Tiering Model
3. Pareto Health Score (PHS)
4. Cost-to-Serve (CTS) Calculator
5. Stakeholder Mapping
6. Compensation Alignment
7. Risk Score Calculator
Located in Israel? Enjoy fast & local delivery
Book 1
Book 2
NEW: Book 3
"Top Sales Enablement Challenges"
For Enablement, GTM, or Rev Teams without Enablement
130 Pages
"The Multiplier"
For Enablement, RevOps, GTM Engineers, Revenue Leaders
350 Pages
"Renewal Is Not a Date"
For CROs, CCOs, VP CS, RevOps
270 Pages
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Workshops:
Coming soon.
© 2026 by Project Moneyball.
