52% of Revenue from Existing Customers; But Renewal is No Longer Guaranteed

How modern revenue operations and subscription economics are reshaping enterprise software sales. You can’t rely on existing customers queuing to renew.

In today’s rapidly evolving B2B landscape, the old playbook for enterprise software sales is becoming increasingly obsolete. Five years ago, subscription renewals were almost automatic. Now, as EDB’s Chief Revenue Officer Hervé Timsit reveals, every purchasing office scrutinizes their entire software portfolio annually, fundamentally changing how we must approach customer relationships and revenue growth.

With over 17 years of experience and currently leading a 250-person global team, his insights couldn’t be more timely for sales leaders navigating today’s challenges.

The new reality of enterprise sales

The biggest shift Timsit has observed is the evolution from traditional perpetual licensing to subscription-based models. This isn’t just a pricing change, it’s a complete transformation of the customer relationship.

“Five years ago, no one was with a good habit with customers on how to deal with subscription,” Timsit explains. “Now every purchasing office is looking critically of all their book of software and questioning every time, so you have to sell it every year.”

This new reality demands a more sophisticated, data-driven approach to sales leadership. Gone are the days when charismatic selling alone could drive consistent growth. Today’s successful revenue leaders must balance optimism with extreme analytical rigor.

The three pillars of modern sales leadership

1. Data-driven decision making

Timsit starts each day by diving into his custom SQL queries, spending 60-90 minutes analyzing real-time data across pipeline, engagement, renewals, and activity metrics. This isn’t just about tracking numbers – it’s about identifying patterns and opportunities that inform strategic decisions.

“You have to believe in what you’re doing, but at the same time, question all the time what you’re doing,” he emphasizes. This balance between gut instinct and data analytics is crucial for modern sales leadership.

2. Early qualification and value creation

One of Timsit’s most powerful insights challenges conventional wisdom about RFPs and budgets:

“If there’s an RFP, probably someone has already written it, and you’re not gonna win it. If there’s a budget, probably somebody has already built the budget, and it’s not for you.”

Instead, he advocates for sales teams to:

• Design and influence demand
• Create new budget opportunities
• Or redirect existing budgets through compelling value propositions

3. Systematic implementation of MEDDIC

Rather than rolling out MEDDIC as a complete methodology all at once, Timsit recommends a quarter-by-quarter approach, starting with pain identification. This systematic implementation ensures the methodology becomes second nature during customer interactions, not just theoretical knowledge reviewed after meetings.

Practical implementation strategy

To implement these insights in your organization:

1. Start with data infrastructure

• Implement basic activity tracking
• Create clear pipeline visibility
• Establish consistent qualification criteria

2. Build cross-functional alignment

• Ensure sales, SE, and CS teams speak the same language
• Align around common value drivers
• Create shared metrics for success

3. Focus on early-stage qualification

• Implement structured validation stages
• Train teams on pain identification
• Engage finance stakeholders early in the process
  

The future of revenue operations

The role of RevOps has evolved far beyond traditional sales operations. As Timsit explains, “The job of rev ops is to make sure it frees up time for the field to have more face time for customers.” Modern RevOps teams must:

• Seamlessly instrument processes
• Provide crucial insights on pricing and strategy
• Enable data-driven decision making
• Maximize customer face time
  

Summary of subscription renewal is no longer guaranteed

The transformation of enterprise software sales demands a new breed of revenue leader – one who can balance the art and science of selling. As Timsit reminds us, “It’s like flying a plane. If you don’t have those data for you, you don’t know where you’re going.”

Success in this new environment requires:

• Systematic approach to qualification
• Data-driven decision making
• Strong cross-functional alignment
• Continuous adaptation to changing market conditions

The organizations that embrace these changes, implementing robust data practices while maintaining strong customer relationships, will be best positioned to thrive in the evolving landscape of enterprise software sales.

[You can view the full interview with Hervé Timsit in our podcast episode “How Top Performers Handle Objections 80% Earlier“]