The contract was signed on Friday. Delivery starts in three weeks.

The interval between a client's yes and the first sign that anything is happening belongs to nobody in your business, and that is where renewals quietly go wrong.

By Steve 5 min read
Abstract bridge artwork for The contract was signed on Friday. Delivery starts in three weeks.

Most businesses can describe what happens up to the signature in some detail, and what happens once work is properly underway in even more. Ask what happens in between and the answer tends to be a shrug and a date. The salesperson has moved on to the next opportunity. The delivery team hasn’t been allocated yet. The client, meanwhile, is sitting in the one part of the relationship where they have paid, or committed, and received nothing. This interval is structurally invisible. Pipeline metrics stop at close. Delivery metrics start…

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