For PMMs who have been handed a sunset decision made somewhere else and are now responsible for the part customers actually experience. End of life comms are usually treated as an operational task: a notice, a deadline, a migration guide, done. That framing is why sunsets leak revenue. Every announcement is a moment where a customer reconsiders the whole relationship, and the ones who leave rarely leave because of the product being retired. They leave because the communication told them they were an inconvenience. This session walks the full sequence, from the internal decision through first notice to final cutover, and shows where PMM genuinely influences retention: how you segment the affected base, how you sequence the message, the wording of the notice itself, and the alternative you put in front of each group. Key learnings: - A comms sequence covering the full sunset timeline, and what each stage has to achieve before you move to the next one - How to segment the affected base by revenue risk and switching cost, and why one notice sent to everyone is the most expensive option - The language that carries customers through a migration, and the standard phrases that quietly send them off to evaluate competitors