Why is value selling and realization so important for LAER?

In this episode of the Value Coffee Talk podcast, Thomas Pisello and April Morley interview Steve Frost, a go-to-market consultant and former vice president of TSIA. They discuss the concept of LAER (Land, Adopt, Expand, Renew), which was coined by TSIA.

LAER emphasizes the importance of customer adoption and value realization throughout the customer lifecycle, particularly in subscription-based and cloud-based offerings. 

The trio especially explore the challenges of renewals in the current market and provide recommendations for overcoming this with a value-based approach to LAER.