Leading the Value Creation Conversation for Startups
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Leading the Value Creation Conversation for Startups

- Venkataraman Subramanyan

We just conducted a workshop for a prominent software company on the topic of business value creation. 

It was a deep dive into the dynamics of creating measurable, monetizable business value, and the frameworks that drive it. 

But as the discussions wrapped up, an intriguing question arose.

“Venkat, while these strategies resonate with established businesses, how do they apply to startups or digital natives? How exactly should we reframe the value conversation?” 

This set the stage for a shift in perspective.

For many startups, the traditional conversation about ‘value’ might not hold the same weight. 

Instead, the lens should shift to ‘risk’. 

In the fast-paced world of startups, understanding and mitigating risks is critical. 

It’s about the different types of risks, their probabilities, and their potential costs. 

For startup founders and CXOs, this risk-centric dialogue often precedes the value-centric one.

However, it’s essential to recognize that it isn’t an “either-or” scenario. 

It’s not about choosing between value and risk. 

Instead, it’s about understanding that you need to beat the ‘tyranny of the “or”‘ and embrace the potential of the “and”. 

Both value and risk play critical roles, but their sequence might vary based on the nature of the organization.

For traditional, established organizations: Start with the business value, then delve into the risks.

For digital-native startups: Begin with risk conversation, and then segway into the value conversation.

Regardless of the approach, one truth remains consistent: the importance of measuring and monetizing. 

Without a concrete framework to measure value or risk,  your organization might miss out on realizing the full potential of your offerings. 

If customers can’t measure or monetize the value you bring, they might fail to see what sets you apart. Your unique distinction and differentiation could get lost in translation.

While the principles of business might remain consistent, the approach can vary based on the organizational landscape. 

Whether you’re an established enterprise or a budding startup, understanding the balance between value and risk can make all the difference.


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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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