The Missing Part of Software Sales

A talk by Rav Dhaliwal
Investor & Venture Partner, Crane Venture Partners

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About this talk

Sales orthodoxy continues to reinforce the idea that a sale is complete at contract signature. This is because it only concerns itself with two types of sales — inbound and outbound. The reality of the subscription era is that sustainable new revenue requires a start-up to master a third and vitally important type of sales that is not meaningfully accounted (or incentivised) for in the sales orthodoxy — “continuous sales”.

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