Activation represents the beginning of value creation together, replacing the transactional term “closed-won” to emphasize that this is the start of partnership, not the end of a sales process.
The Reframe
“Closed-Won”:
- Implies completion
- Focuses on the sale
- Ends the process
- Transactional mindset
“Activation”:
- Signals beginning
- Focuses on value creation
- Starts the partnership
- Collaborative mindset
Why It Matters
The language we use shapes how we think and act:
- “Closed-won” suggests we’re done
- “Activation” reminds us we’re just starting
- The real work begins after activation
- Success is measured by value created, not deals closed
In Practice
When activation occurs:
- Partnership begins in earnest
- Focus shifts to value realization
- Support intensifies, not decreases
- Relationship deepens through collaboration
Activation is not the end goal—it’s the beginning of the value creation journey together.