Value-in-use

Value-in-use is the value the customer experiences once your offer is in service, as opposed to the value promised in the proposal. It is measured after the sale, in the customer’s own KPIs, and it is the only kind of value that protects a renewal. Value promised is an argument; value-in-use is evidence.

In practice it needs a ledger: a running record of what was delivered, what it changed and who on the customer side agreed it changed, kept continuously rather than reconstructed the week before the review. Proving realised value is what prevents churn and drives long-term account profitability, and it is the raw material of the value capture stage.