From Deal commitment to Yearly Renewals- The Secret to Accelerate Lifetime Value copy
CXO Sales Playbook-Venkat’s Blog

From Deal commitment to Yearly Renewals: The Secret to Accelerate Lifetime Value

- Venkataraman Subramanyan

When we reach the final stretch in deal negotiations, there is a tendency to rush, to win and get the agreement signed.

Very often, at this stage, I’ve noticed that sales executives focus on the finish line and not on value realization for the customer.

How are you addressing the gap between their commitment now, and when they realize the value?

What is their roadmap to value realization that both of you have co-created?

When this roadmap isn’t designed, you may sign the agreement, but very often the customer will be progressively dissatisfied and churn.

The pivot is – don’t look at just the deal commitment component.

Focus on the entire value creation and realization life cycle.

How does the value realization of the first deal create new value propositions for future deals?

It is a circular economy, constantly feeding you with revenue and the client with additional business value.

Customer lifecycle value is the secret sauce to set yourself up for long-term sustainable sales success.

How does your customer articulate their lifetime value with you?

Remember – In their success, lies yours. In your consistency lies their growth. In your commitment lies their value realization.


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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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