“Value is perhaps the most misunderstood concept in business. Watch this quirky video to better understand how your customers think about value.”

The Value LifecycleTM Difference

Because Selling, Negotiating and Account Management in the B2B world are not disconnected linear processes!

If your business strategy depends on not just winning new customers, but retaining and growing those customers, then here’s how the Value LifecycleTM will help you effective execute your strategy.

Learn More About Value LifecycleTM

Training & Workshops

Value Lifecycle TM conducts customized training workshops for executives, sales management, salespeople and cross-functional team members. Our interactive workshops address real business issues and apply key concepts to participants’ businesses, live accounts, opportunities, negotiations, and more.


With any subscription XaaS business, it is important that Customer Success Teams as well as Sales Teams are using the same language when discussing their shared customer – if nothing else to ensure a smooth handoff and transition during the customer lifecycle. For instance, sales teams are expected to sell “value” and/or customer “outcomes” while customer success teams are charged with delivering… well, customer “success”.

Are these terms effectively synonyms describing the same concept, or are they very different? In truth they are neither, but rather are intimately intertwined as they describe the customer’s viewpoint depending on where we are in the customer lifecycle.

Meet Steve Thompson

Steve is president and founder of Value Lifecycle TM, a strategy execution consulting practice that helps both selling and buying organizations position, negotiate, and close “must-win” deals. Steve works closely with clients to help them advance their corporate strategy, strengthen relationships with their customers and suppliers, and achieve sustainable business outcomes.

True Compass

Is this opportunity qualified? Do I have a compelling value proposition that will increase my odds of winning?

Does my proposal setup the right negotiation? What is the “right deal” for this opportunity?

Is this customer likely to renew? What is changing with the customer’s business that presents new opportunities for me?

Work with Steve