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Best of Venkat

Getting Sales and Services to work together

- Venkataraman Subramanyan

Today, I want to discuss how technology teams, specifically sales and services, can collaborate more effectively. Typically in technology companies, these teams operate separately, which can hinder their ability to deliver a seamless customer experience. There are a few reasons for this disconnect. Firstly, services teams often join the process late and might feel they are entitled to be involved earlier. Secondly, sales teams might view in-house services as costly, preferring to use partner resources instead. Additionally, when services do get involved, there can be a focus on risks, which complicates discussions that should be centered on winning the deal.

To address these issues, I propose several strategies. First, ensure that your teams are engaging in the right conversations with customers at the appropriate times. These should include discussions about business value, risk, and investment costs. By aligning sales and services early in the sales cycle, you can focus on delivering unified value, moving beyond mere transactions to transformative customer experiences.

Another strategy is to integrate sales and services into a single subscription model, reflecting a unified value proposition, especially as more technology products shift to subscription-based models.

Lastly, establish clear agreements on the roles and contributions of both sales and services. This clarity will enhance planning, execution, and result-driven collaboration, ensuring alignment, commitment, and accountability across teams.

By following these steps, your teams can avoid miscommunications and missed opportunities, ultimately delivering greater value to your customers.


Venkataraman Subramanyan is a Global Leadership Development Expert & Sales Coach. He is the Founder and CEO of Tripura Multinational. Venkat’s mission is to touch and transform a hundred million lives by 2025, and a billion lives by 2030. With over 30 years of experience, Venkat is passionate about 2 things – Leadership Transformation and Sales Acceleration. His trademarked deal qualification framework is licensed worldwide by organizations and filters over $3Billion in deals annually. He is an accredited member of the Forbes Coaches Council.

Tripura Multinational is a dynamic sales organization dedicated to empowering sales professionals and organizations to achieve unparalleled success. Originally established as a platform to address skill gaps in the sales industry, Tripura has evolved into a multi-faceted entity that offers comprehensive engagements for Sales Managers and Sales Leaders. Through the transformative power of Sales Coaching, Tripura enables sales organizations to elevate their performance from good to great and ultimately reach a world-class level. Our approach focuses on optimizing sales skills, management expertise, and leadership capabilities, helping clients plan more effectively, qualify leads better, orchestrate sales processes seamlessly, and expand their business with confidence. 

Our organisation is the trusted choice of market leaders across various industries and segments, relying on our expertise to elevate their performance to new heights. Recognized for our ability to enhance excellence, we are entrusted with the task of making the client’s best even better.

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