Understanding how Salesforce Negotiates in 2026

The key to properly negotiating with Salesforce is understanding how the organization works. Salesforce has a brilliantly designed sales system that is set up to maximize revenue from every account.

Many of the tactics used in its sales process and organization design are borrowed from other big players such as Microsoft, Oracle, SAP, etc. Our goal with this article is to give you a strong understanding of the Salesforce machine so that you can prepare accordingly.

Understanding how your sales rep fits into the machine

Maybe you like your rep, maybe you don’t. We see clients all across the spectrum in terms of the relationship they have with their rep. Regardless of what your relationship is, it’s important that you understand how your rep fits into the actual Salesforce machine.

The first thing you must understand is that your rep is at the bottom of the totem pole in Salesforce. They are the “in-the-weeds Salesperson” who is put out to handle tactical sales and execution.

By design, your rep is given limited information. They actually are never fully educated on what the rates should be or what discounts they can even provide.

Let me repeat that: Your rep does not even know what rates other companies of your size are getting other than those within their own portfolio.

Salesforce limits the amount of discretionary information it shares with its sales organization intentionally. The company does this many reasons, one of which is so that your rep can sell to you in a genuine and authentic way. If your rep knew that other companies were paying 30% less than you, they might feel guilty for charging you 30% more and/or fight harder for you to get a lower rate in the interest of closing the deal.

Think about this; if your rep doesn’t know that you are paying 30% above the most competitive rates, and instead actually believes you are getting a great deal, then they are going to explain this to you in an authentic way. They may tell you something like: “This is the best rate I have ever given a customer of your size.” This may very well be the truth, but that doesn’t mean it's the best rate that Salesforce can provide for a company of your size, etc.

Instead of thinking about your rep as the opponent in this negotiation, it’s important to understand how they fit into the organization.

Our goal in our 4-step negotiation process is to coach your rep in a way that organically sends the most effective messages up the totem pole (aka the "business desk") at Salesforce to ensure you get the best deal.

Understanding the “business desk"

In order to drive the largest positive impact in any negotiation with Salesforce, we need to work with the “business desk." The “business desk” is a somewhat secretive sales management team inside of the company that is intended to purely support your sales rep. Remember, sales reps are given very little decision-making authority. All official decisions that have any material impact on a client's rates are developed and approved by the business desk.

The concept of a business desk is not new nor unique in highly complex/profitable sales organizations. It was originally developed by companies like McKinsey and originally tested, validated, and further refined in firms like Microsoft. At its most basic and original function it was intended to as act as a quality/price control organization before the concept of Software as a Service (SaaS) was even conceptualized. Fast forward many years and it has developed into an elusive organization that ultimately acts as the "bad guy." In other words, it holds the rights to any decision making but will never officially interface directly with the customer leaving your sales rep to pass messages back and forth.

As a result, your goal in a negotiation is to train your sales rep on how to best communicate and send messages to his business desk that are going to help you achieve more out of the negotiation. Yes, you heard that right. Your job in this negotiation will be to indirectly train your sales rep on how to work with their own organization to get you the best possible deal. That is, of course, assuming they actually want you to get a good deal…

Our goal is to empower you to send the right messages, at the right time, to the business desk in order to meet and/or exceed your desired objectives.

Your sales rep’s emotions

‍Sometimes your rep may get somewhat heated during the negotiation and say something like “I am doing everything I can to get this deal through for you but I just can’t go any lower.”

When your rep says something like this to you it’s important you keep a facts based demeanor and keep any emotional response in check. The company’s goal here is to humanize the sales organization and make you feel empathetic during the negotiation. Their emotional response will naturally distract you from the actual facts of the deal.

Please remember your rep may actually be a very honest person. Subsequently, their emotional response to any negativity within the negotiation is designed as part of the sales system. In other words, when your rep gets emotional about fighting for your discounts, that is Salesforce winning…a clear indication of the sales system producing the exact desired result.

This is why we call it the Salesforce machine. The dynamic between the client, sales rep, and business desk is brilliantly designed. The key here is to understand and identify these dynamics.

Divide and Conquer Tactics

‍Whenever we describe this tactic to our customers, we almost always hear; “Yep, that is exactly what they did.”

Divide and conquer is a brilliant, yet traditional, sales tactic that Salesforce has perfected over the years. The larger the client organization the more important and effective these tactics become for Salesforce.

‍The concept is simple: Build as many stakeholder relationships as possible at various levels inside the client organization with the overall objective of obtaining as much information as possible. Use this information to extract conflicting stories of the organization’s wants and needs so that the client may potentially buy more than they need.

‍If you are a smaller account under $300k per year, you may not see this happen. But as your annual spend reaches $500k or $1M+, these tactics will most certainly be used as a way to grow your account.

Understanding Divide and Conquer Tactics

‍Let’s explore a simple example of how this routinely plays out in a client organization…

Imagine you are in IT Procurement and hold the responsibility of negotiating your company’s Salesforce contract renewal.

As your renewal starts to get closer, you may suddenly experience that Salesforce has, without your direct knowledge;

Invited your C-Suite to a basketball game with courtside tickets;
Reached out to IT Department heads to discuss their 1-3 year growth objectives;
Initiated a direct connection with your VP of Sales;
Identify and reach out to your top Sales Representatives to explore how they could further use the tool;
Invite your colleagues to a “wine and dine” evening for relationship building purposes, etc.

Best of all is that those taking the above actions may not actually be your direct sales rep but rather their superiors who have the sole purpose of gathering as much intelligence about your organization as possible.

With this momentum, Salesforce will commonly know more about the needs and wants of its client organization more than their client contact (aka you!). They will use this information to their advantage and create organized chaos and confusion in your organization.

Further expanding upon our original example, let’s explore the output of these tactics:

‍CEO - Your CEO is taken out to a basketball game where the higher ups at Salesforce paint a picture of what your organization could look like with added functionality and full adoption of Salesforce. They gain his buy-in and suddenly your organization has pressure coming down from the top to roll out Salesforce to the entire organization.

‍CFO - With this new pressure coming down, your CFO is left scrambling to figure out how to create budget for these additional Salesforce expenses which were not in the original budget. Your CFO talks directly with Salesforce and they start getting creative on cash flow. They offer to move your renewal to January, instead of September, to utilize multiple fiscal year budgets.

‍CIO - Your CIO is furious because the CFO is now going to pull funds from his operational budget. Your CIO had planned to use these funds for other business critical initiatives that need to be completed this year. Subsequently, he’s also upset that Salesforce is talking with his colleagues and keeping him in the dark. This creates and emotional response and your CIO reaches out directly to Salesforce. Salesforce then begins meeting with your CIO directly and discusses their overall IT roadmap.

‍VP of Sales - When your VP of Sales speaks to Salesforce, he shares his ideal vision and requests more functionality and training for his team to increase adoption.

‍Sales Reps – When a few of your top performing Sales Reps are contacted by Salesforce, they further explain how it would be great if they received deeper support, had additional customizations, and more functionality.

‍Salesforce Admin - Your Salesforce Admin is the primary business stakeholder providing requirements to IT Procurement and also responsible for the outcome of the negotiation. They now have conflicting messages coming from every stakeholder in the organization…

The CEO wants to implement the full vision;
The CFO doesn’t have the budget;
The CIO is pissed off because his IT budget is getting pulled and Salesforce still doesn’t integrate properly with their ERP;
Your VP of Sales wants more functionality and training;
Your Sales reps wants more customization and new functionality.

What does your Salesforce Admin do in this situation? They ask Salesforce: What do you think I should do?

As a result, Salesforce is now running the negotiation. They are telling you what to buy and when to buy it. At this point, you have lost control of the negotiation and Salesforce has essentially “won the game.”

If you let Salesforce divide and conquer without the proper planning and communication strategies, you will lose significant value creation opportunity.

An Aligned Organization is a Rarity

The situation we just described to you is extremely common in both large and small organizations. Most organizations suffer from what many of us know as “initiative overload” and simply do not commit the time or resources to align on forward looking business (not just IT) plans for leveraging strategic platforms such as Salesforce.

Salesforce knows this and leverages this lack of alignment to create growth opportunities.

It is exceptionally rare to find an organization that is: 1) actually aligned; 2) has a plan for how they will use Salesforce over the next three to five years (aligned to its business objectives).

As part of negotiation preparation, we drive clients to curate this planning and alignment so that you know what you need before even starting the negotiation.

Our proprietary tool for doing this is something we call the Salesforce Roadmap (catchy right!? ?). At a high level, this is simply a detailed list of “what you need” and “when you need it.” Again, you need to be clear on the “what” and the “when.”

If you don’t create your own Salesforce Roadmap, then Saleforce’s Divide and Conquer techniques previously discussed will likely create an over-inflated roadmap for you. Subsequently, if Salesforce creates the roadmap for you, then you are left on your heels saying “Wait a second….is this what we actually need or is this just what they are telling us that we need?”

The Salesforce Fiscal Year

‍Another very important thing to understand about Salesforce is that their Fiscal year ends on January 31st. Now at first you may say, “That’s kind of odd…why would anyone make their fiscal year end January 31st?”

Once again, this is done by brilliant design.

Salesforce is an expert at working with Corporate America. It knows that most companies operate on a standard calendar fiscal year (January-December). Subsequently, most budgets are solidified sometime between October – January which opens up a new (potentially larger) budget.

By moving your renewal to January, Salesforce is now able to…

Influence your fiscal year budgeting conversations through proposals;
Be flexible with payment terms enabling the ability for clients to use two fiscal budgets for a single subscription year; and,
Have increased control over its own fiscal year budgeting, forward looking market statements, and investor relations.

Think about this…by placing their fiscal year end at January 31st, Salesforce now has a great excuse to say “Let’s renew early because we will be able to provide the greatest discount right before our fiscal year ends.”

In most cases, Salesforce will naturally incentivize you to renew early with a January effective date. While this may seem like a no-brainer, we regularly advise all our clients to take advantage of this offer only when you forecast significant growth/decline in your account.

The Difference Between a New and an Existing Salesforce Customer

‍It’s very important to understand that Salesforce treats new and existing customers very differently. Unsurprisingly, sales performance incentives are very different for both segments.

‍New Customers

‍When you are negotiating your first purchase with Salesforce your rep is incentivized to sell you as much as possible. While this may seem like common sense it’s important to know that this particular incentive is extremely high. Since selling a new customer is always harder than a renewal, Salesforce designs its compensation structure so that reps see a significantly higher sales commission from new customer accounts.

Watch out: Initial Footprint - Naturally, the larger initial footprint a software supplier has in your organization the harder it is for you (the client) to leave. No matter whether you hire an external advisor or conduct the negotiation by yourself please be cognizant of the fact there is a natural tendency to overbuy in the 1st year in the interest of capturing the “greatest discount.”
Note: Based on customer demand, we will be writing a separate article specifically focusing on New Agreement Customers titled “Top 5 Tips When Negotiating a New Salesforce Agreement.”

Existing Customers

‍The Salesforce machine has been developed in a way that promotes and incentivizes year-over-year growth in your account. This may be common sense to some, however, what you may not expect or realize is that prior to any renewal discussions from even occurring, Salesforce has already booked (planned for) a 10% increase in your account.

What this Means - While you may be going into the negotiation wanting to keep the same rates or even reduce them, Salesforce has established a negotiation baseline that is 10% above your current budget. As we will discuss further in future articles, this increase may come in many different forms…some obvious and others not.‍
Note: Based on customer demand, we will be writing a separate article specifically focusing on New Agreement Customers titled “Top 5 Tips When Negotiating a Salesforce Renewal Agreement.”

This is how Salesforce operates and is a standard expectation across all of its business lines. In other words, if Salesforce were to maintain the status quo on current rates and license counts (aka 0% increase), then your sales rep’s performance metrics would be negatively impacted.

Subsequently, one of the worst scenarios for Salesforce is if your contract is reduced in anyway at renewal…even by one dollar. (Yes, we actually have a funny client story about this…)

Even if you’re dropping a service like Pardot or Premier Support, Salesforce will automatically fight to get those funds reallocated to other licenses or add-ons (“lift and shift”). Salesforce incentivizes its sales reps to identify and execute these budget “lift and shift” opportunities at renewal time in underutilized accounts with nearly as much intensity as net new revenue.

Understanding Salesforce’s Products and Services

‍Forgive our play on words here but what you must understand about Salesforce’s different products and services is that they are hard to understand.

Many of our customers who have now been with Salesforce for 3, 5, 10+ years often complain “It seems like they keep changing the license tiers or product names. It’s just confusing and I don’t really understand why I am paying more for what seems like the same thing.”

Once again, this is by design and taken right out of the Microsoft playbook.

Think about it like this…Imagine your renewal comes up and you have been purchasing X product or service for the past 3 years. Your rep now conveniently informs you that “We have actually discontinued that specific product and it has now been rolled into product Y. You will maintain the capabilities of our legacy product X but with enhancements that will help you get more from the platform. As a result of these new enhancements your license cost has increased, the new price is Z.”

Sound familiar?

You were just thrown a curveball and suddenly are unable to compare apple-to-apples. Instead of focusing on the price of that new product, you are focused on what it is, and if this is a right fit. This is revenue generating distraction impacts both large and small customers.

‍Salesforce sales incentives vary by product and service

‍It’s important to understand that sales incentives vary across Salesforce’s different products and services. This is done for a variety of reasons but the most common example being new product/service introductions are typically incentivized with higher commissions. As a result, it is natural for sales reps to push new products to renewal customers.

In addition to new products, high commissions are paid for “land grab” product/service lines. When we say “land grab” we mean a product or service that breaks Salesforce into a new department inside of your organization. A few common examples are:

Pardot is a land grab into your marketing department; and
Service desk is a land grab into your customer service department.

Salesforce fights hard to make these land grabs for a few key reasons:

It makes them stickier within your organization;
It gives them more contacts which creates further opportunities for their divide and conquer approach; and,
It gives them an entirely new department where they can land and expand organically.

Whenever you are considering offering up a “land grab” to Salesforce (expanding into different product lines, departments, etc.) please know you have a great negotiation opportunity. This leverage can be used to lower your overall total cost of ownership if navigated correctly.‍

‍The Bottom Line

The “Salesforce machine” is a brilliantly designed sales system. The first step to understanding how you can reduce your rates is to know what you are up against. A few key takeaways:‍

Your reps do not know the true rates for comparable companies;
The “Business Desk” is the only decision-making authority;
The “Divide and Conquer” approach is the most commonly used, and most successful, sales tactic by Salesforce to drive sales growth;
The Salesforce fiscal year ends January 31st. This enables the use of multiple fiscal year client budgets to fund growth;
New and existing (renewal) customers are treated very differently and should use a completely different negotiation approach;
Sales incentives vary by product and service. “Land Grab” products often carry a higher incentive as it expands their footprint in your organization.

Our goal with this article has been to educate you on the key points of how the Salesforce machine operates. Based on significant current and prospective customer requests, we will be writing additional articles that do a deep dive into the many facets of successfully negotiating with Salesforce.

Explore other TNG Resource Articles, Follow The Negotiator Guru on LinkedIn, Follow Dan Kelly on LinkedIn and learn more about What We Do.

© Kelly Consulting Group, LLC. dba "The Negotiator Guru", 2026. Unauthorized use and/or duplication of this material without express and written permission from this site’s author and/or owner is strictly prohibited.

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From Fortune 500 giants to fast-growing innovators, TNG has helped clients save 20% – 40%+ on enterprise software contracts — even when they thought it was impossible

My 3 Guiding Principles for The Negotiator Guru

Imagine you are a C-Suite executive and your business is built on a franchise model.

Each franchise branch is owned and managed by a different person but they all use the same ERP and the big corporate umbrella entity that you own pays for all the services.

The individual owners dictate which software and services they use, how many licenses they need, etc.

Your annual bill for all the different contracts comes to $2.5 million.

How would you feel if I looked through your contracts and told you that, based on the prices your peers pay, you should actually be billed closer to $900,000 - a more than 60% savings - for the same host of services?

You’d probably want to flip the table we’re sitting at.

I started The Negotiator Guru because I believe in 3 things:

Clients should all pay the same price for the same product*
Clients have the right to know what rates they should be paying in comparison to their peers.
Clients should know what to look for in software contracts to eliminate potential issues before they arise.

I want to go into each of these beliefs in more detail and give some case study examples to further demonstrate why I think these points are so important.

Clients should all pay the same price for the same product.

It’s common for people to believe the price they’re paying is equal to what their neighbor paid for the same product.

Due to both Master Service and Non-Disclosure Agreements between most software vendors and their customers, companies are not allowed to publicly share what rates they’re paying for their different products/services. Subsequently, software suppliers will almost never advertise a specific price point for enterprise customers but rather indicate “call for details” in the interest of driving the most revenue from the potential relationship.

In other words, in the art of enterprise SaaS sales, you won’t find any published rate information for you to benchmark your contract against. The only way for you to identify whether or not your rates are competitive is to engage a firm that holds that market intelligence as a result of analyzing contracts on a daily basis.

The fact of the matter is: Prices always vary.

No one pays retail as an enterprise customer but some companies achieve significant discounts compared to other similarly-sized operations.

In some cases, you’re getting ripped off if you’re not getting an 80-90% discount off published prices.

It wouldn’t be logical to expect a huge company like Coca-Cola and a small startup to be paying the same price purely based on volume alone. But brands of the same size with similarly-sized contracts (based on annual revenue & annual spend for their contract) should be paying the same price.

I have great respect for wonderful sales executives who sell value to customers, but my company believes the market should dictate a fair price for all IT goods & services (Services, Software, Hardware, etc).

The enterprise sales executive is arguably the greatest asset these IT companies have within their organizations. The good ones truly know how to sell “perceived” value.

Regardless of how personable a sales executive is, we believe the market should dictate what a fair price is - much like buying or selling a home. In order for this work, we believe that rate information should be readily available to customers. In order for this information to be shared legally, we need to enter into a commercial agreement with your company and charge for these advisory services.

Clients have the right to know what rates they should be paying in comparison to their peers.

On a daily basis we see similar-sized clients with similar-sized contracts have a 30 – 60% price variance.

Now, whether this is because some companies didn’t have strong negotiating skills or perhaps they just didn’t know how their contracts compared to the market doesn’t matter. What does matter is that clients know how their contract prices compare so they can make future decisions accordingly.

Ideally, through access to more information regarding IT contract pricing, you’ll be able to secure the best rates for your company. Leveraging this information can significantly impact a company’s bottom line.

But even if you aren’t able to achieve best-in-class pricing, we believe you should know what those rates are to empower decisions on how to work that supplier moving forward.

Often, relationships with IT suppliers run into the roots of your business and once you’re in that deep, it can be hard to break loose to find another vendor.

Even if you can’t get off of a big platform like Salesforce, Oracle or another ERP, you can make better-informed decisions about how you’re going to increase or decrease your use of that platform in the future.

There are a few market intelligence firms out there that supply basic and watered-down pricing information to clients but require a $30,000 per year subscription fee (per seat). This cost to have access to this benchmark data isn’t a feasible or justifiable expense for many companies.

We don’t feel that only Fortune 500 companies should have access to market intelligence firms and benchmark data.

The existing methods used to decide what the best price really is for any given enterprise could be improved. Most market intelligence firms take a general approach to setting correct pricing rather than looking at the specifics of each contract and the unique needs of each company.

For example, these firms will recommend that you should be getting a 60% discount if you’re spending $1 million with a particular IT company as a blanket rule.

Instead, we take into consideration the specific needs of our clients and use a Right Size, Right Price approach within every contract negotiation.

Clients should know what to look for in software contracts to eliminate potential issues before they arise.

Having a deep understanding of the terms of your most expensive contracts will help you save hundreds of thousands of dollars.

Here I want to briefly outline a few common contract issues that I see my clients face:

Price Protection (and not just by SKU)

Price protection generally comes up when you’re signing your first contract with a software provider. IT companies will compete for your business by offering you the lowest prices for their services with the expectation that they’ll be able to raise the rates once you’ve completely adopted the product.

Companies will always try to find ways to increase your annual expense. This is largely due to sales incentive plans in place with their sales development organization. Common tactics used by software companies include random internal audits to monitor usage (overage fees), product lift and shift changes (new SKUs), and service fees (for enhanced customer support).

More often than not our clients are very astute individuals that use their best efforts to price protect their organization’s contract for future years. That being said, it’s unrealistic to think anyone knows how to mitigate all the potential risks unless you do this everyday.

For example, to mitigate against the software companies from simply changing product names (SKUs) to bypass any preexisting price protection you may have on a specific product, we suggest you introduce contract language that protects your company using your total spend (vs a product-specific SKU) as the common denominator.

M&A Language

Make sure you have specific language in your contract about what happens in the case of a merger or acquisition.

Be sure to include language about a Termination for Convenience. This is a provision allowing you to get out of the contract if you acquire, or are acquired by, another company within a certain time frame - usually 90 days to 6 months.

Termination for Convenience eliminates the risk of having duplicate service providers for the same service after the transaction is closed. Without this stipulation, companies can find themselves with millions of dollars in expenses that are avoidable.

Note: In the interest of this article’s brevity we aren’t going to stipulate all the protections you need in an M&A transaction as this will be further explored in a future article. While the guiding principles of what to include within your contracts will remain consistent, client-specific protections will always require advisory services.

Termination for Breach

Termination for Breach language is important information to include in your contracts. In these cases, attorneys have to be involved and mal intent has to be proven by the accusing party.

This rarely ever happens and having the language laid out in the contract incentivizes IT companies to behave their best throughout the contract term.

License Limitations

It’s common to have language surrounding license limitations in your contracts. This basically says that you can use a specific license at a specific site for a specific reason.

These stipulations probably make sense on the surface and won’t alarm the person reading the contract but in most companies, with thousands of employees, not everyone is reading the contract. This could lead employees to inadvertently infringe on how the license may be used.

The best way for most companies to avoid this is to have seat-based pricing attached to specific personas (usage rights) rather than volume-based pricing.

Audit Rights

We’ll go into this further in a future article but I want to point it out here that you should be in control of the audit capabilities - don’t leave that in the hands of the supplier.

When IT companies retain audit rights, they have a Trojan Horse to get inside your company and find more ways to increase your pricing. They already know more about your company than you do - don’t give them the reigns to take over completely.

Roles & Responsibilities (when working with multiple parties)

Establishing clear lines of accountability is incredibly important when you’re working with multiple third parties.

As the owner of Company ABC, you’ve got Supplier X and Supplier Y. In each contract where there are dependencies for another supplier to take action, you will want to include a Roles & Responsibilities Matrix so that all parties are contractually agreeing to the same responsibilities/accountabilities. Conducting this exercise is not only a good way to align parties prior to the start of any project but also contractually protects you from any finger pointing across these same parties which will ultimately cost you time and money.

This Roles and Responsibilities matrix is oftentimes called a “RACI” Matrix - Responsible, Accountable, Consulting, Inform. The example below shows how it is used to clearly define roles and responsibilities across and within parties.

You can clearly see the task at hand, who is responsible for it, who is accountable for it, who needs to be consulted for it, and who is informed by it. Where appropriate we suggest including your internal resources as well as more often than not your suppliers will require your team to take action as well. Our clients use the RACI matrix process within their internal organizations as well to drive alignment and avoid potential issues before they arise.

From a tactical perspective, it’s important that the same RACI matrix is included within each supplier’s contract so that everyone is operating from the same table, terms, and conditions. This often takes some negotiation but with the proper foundation and alignment, you shouldn’t have any pushback from your suppliers. In fact, if you do have a supplier that is heavily pushing back against this exercise we recommend our clients view this as a potential leading indicator for what’s to come with that particular relationship.

With these 3 guiding principles, we ensure our clients are negotiating the best contracts for their needs.

Whether you’re in the process of negotiating your first IT contract or are looking to save big on your next renewal process, we’re here to share our experience and expertise with you.

We want to ensure that you’re paying the right price for the right products.

We want to make sure you have benchmark data to help you make decisions about the future of those contracts.

We want you to avoid contractual pitfalls by including key language around important, often overlooked points.

The Difference Between Gartner & The Negotiator Guru

Gartner, at its core, is a market intelligence firm. It uses a wide-angle lens to give you a big-picture view of market and industry trends. You can use their data as general negotiation guidance and add their toolkits to your own.

There is absolutely value in this broad-stroke model but it can be limiting when it comes to looking for data and resources that more specifically mirror the size and needs of your organization.

In this article, I want to outline the similarities and differences between a simple market intelligence firm approach and a niche service provider approach. There are many reasons you might want to research best practices from a 30,000-foot view as well as dive deeper at a 5,000-foot view.

Many of my clients will use both Gartner’s and The Negotiator Guru’s (TNG) services to achieve the best results for their companies.

The graphic below gives a basic overview of the similarities and differences between our companies and we’ll break each one down in this article.

‍

There Are Some Similarities Between Gartner & The Negotiator Guru

Both Gartner and TNG provide information on market and industry trends as well as general guidance on IT Cost Optimization. We have each developed our own toolkits to strategically approach each client’s needs. We overlap when it comes to providing general guidance to CIO’s.

Our companies also both provide rate benchmark data although, as you’ll read below, we go about this in different ways. Gartner has quite a bit of data they provide in aggregated terms which is useful but, without isolating the information by industry or annual spend or similar categories, it can be difficult for CIOs and their supporting functions to narrow down actionable intelligence that is defensible and realistic.

There Are Many Differences Between Gartner & The Negotiator Guru

The keyword I would use to describe the services Gartner and TNG have in common is ‘general.’ Gartner is a great resource for general information across a wide array of topics but rarely provides niche depth that our customers are longing to consume.

In contrast, TNG has a deep and disciplined focus within the IT Software vertical which enables our team to share actionable insights that are localized, specific, and highly relevant to our clients. In fact, it was our early clients that helped shaped this disciplined focus as they made their niche needs clearly known to our team. Due to our outstanding client family, TNG has been on a journey to fill our clients’ market intelligence needs for specific supplier relationships. This has organically driven our firm to be the worldwide leader in Salesforce Contract Negotiation Advisory Services which typically is 80% of our work portfolio at any given time.

With the average cost of a Gartner subscription being $30,000 per seat, plus additional consulting costs in order to receive personalized advisory services, it’s worth your while to be informed on what they can and cannot help you achieve.

Because we provide specialized data and consulting services, we’re able to dig deeper into our clients’ businesses and tailor our process to better achieve the results they’re looking for.

The following are a few of the specific areas The Negotiator Guru differs from Gartner in terms of what services and results we can offer our clients.

Right Size

While Gartner has a wealth of industry data and information, it can be nearly impossible for a client to look at the data and isolate a specific instance to best compare themselves to their peers. This leaves clients feeling informed but uncomfortable about how this information is applicable, and more importantly defensible, within their environment.

In certain circumstances, Gartner will provide “best in class” rates for a specific digital capability or service portfolio. One would argue that this provides directionally correct price targets to use as a market intelligence within their supplier negotiation. We generally agree, however, it’s important to note that your software sales executive (or worse yet your internal colleagues) will very quickly share with you that you don’t fit the profile of those rates for XYZ reason. We know this because we’ve been in these conversations on countless occasions.

In the rare case that you obtain “best in class” rate information for your specific topic of interest, you are still missing a critical piece of knowledge which we call our “Right Size” guidance. Using conservative figures, there is a 15-20% value-capture opportunity just by applying Right Size practices to your research and internal analysis before entering into any IT contract negotiation

Our supplier-specific expertise is one of the biggest contributors to this Right Sizing approach.

Within our Discovery Phase, we take an inventory of your current products and licenses and match them against your actual business needs. Almost always, we find that our clients are over licensed and have shelfware within their environment. This is an example of Right Sizing.

From a Right Pricing standpoint, not only do we understand “best in class” rates, we localize price targets based on industry, client size, and contract value. This enables our clients to feel 100% confident about the market intelligence as we’re benchmarking their rates against that of their likesize industry peers.

To expand upon this difference, we’ll use our expertise in Salesforce as an example.

As raised and validated by leading consulting and intelligence firms, TNG has the most comprehensive database of Salesforce rates in the world. This capability allows our team to quickly and easily perform a price benchmarking exercise for our clients. In many instances, we’ll inform prospective clients that their rates are within an acceptable margin of their “Right Price” benchmark and that the only real opportunity (if any) is to pursue “Right Sizing” inside of their environment. At TNG, our culture and client centric values direct our work and guide us to only accept prospective clients where we know with certainty there is a strong potential to drive huge impact.

Being able to combine Right Price and Right Size analysis will have a significant impact on the effectiveness of your supplier negotiation strategies.

Contract Language Risks

As a result of our deep supplier-specific expertise, our team on average analyzes 5 - 15 software contracts per day. As a result, we know what’s “normal” with all of the large enterprise software platforms and any common risks that are inserted unbeknownst to our clients. By doing this every single day, our team is easily able to identify commonly-used, ambiguous language that always favors the supplier.

Large software companies know their customers rarely spend time analyzing terms and conditions within their contracts. Furthermore, the widely accepted principle of Software-as-a-Service (SaaS) leads clients to believe the terms are standard and unchangeable.

Unfortunately, this simply isn’t true. As part of our Contract Execution Phase, we conduct a deep dive assessment of our client’s supplier contract as part of our standard service (another major difference from Gartner). To put the impact of this added service into context, our team identifies a unique contractual risk within SaaS contracts alone 33% of the time. If the contract we are analyzing is not a SaaS contract, contractual risks are identified, on average, 85% of the time. Knowing what to look for in each supplier’s contract language helps our clients avoid common pitfalls and supplier-centric renegotiation strategies.

Sales Playbook Coaching

Another key difference between taking a general approach on market intelligence (Gartner) vs. a software specific deep niche (TNG) is the ability to learn and leverage the sales playbook(s) for these large enterprise suppliers. It may not surprise you that within the most successful software sales organizations are repeatable and prescriptive sales playbooks that guide the near robotic actions of their sales representatives.

As a result of learning these sales playbooks we are literally able to tell our clients the moves their suppliers are going to take next. This intelligence allows us to be one step ahead within the negotiation process while leveraging the interests of both parties.

While the art of negotiation is an art and not a science, arming yourself with this intelligence allows you to deploy counterintelligence strategies inside of your organization (to counteract common supplier tactics such as divide and conquer) while also proactively preparing counterpoints to their foreseeable arguments. As a result, our clients commonly tell us that they were the most prepared they have ever been before, during, and after a negotiation.

Advisory and Execution Services

We don’t just tell you what is possible. We help you achieve it.

The biggest criticism most companies have of typical market intelligence and/or management consulting firms is that they’ll tell you what “best in class” looks like but will leave you to figure out how to achieve it within your organization. If they do offer advisory services that help you implement their “best in class” then it will be for additional fees that eat away at the cost savings potential, etc.

We’re a full, beginning-to-end provider who will help you all the way through to the execution of the contract..

At TNG, we not only share a “best in class” picture but also create a realistic future state localized for your business. We help you implement that future state while also limiting risks to your organization long after our engagement ends. This is all part of our standard duty of care for our clients.

4-Step Negotiation Process

Our proprietary 4-step negotiation process allows us to deliver a clear and consistent service to our clients. In the interest of brevity we won’t go into detail of what each step entails, however, please know that within the Discovery and Strategy steps you will walk away with a forward looking roadmap as part of the overall engagement. If even offered, this would be an extra advisory fee from Gartner and/or any other market intelligence and/or management consulting firm.

The graphic below quickly outlines our negotiation process:

Compensation & Fees

Our compensation for these services is also entirely different from Gartner’s method.

As mentioned above, Gartner’s average subscription rate is $30,000 per person plus any additional consulting fees.

With this package, you have access to their standard publications, toolkits, and potentially a limited number of “analyst calls” which are quick conversations with the author of the publications. Any additional advisory assistance, if even possible, comes as an upcharge. Even with this additional cost, you will be on your own from an execution standpoint.

We charge either an Advisory Fee based on annual contract value or we offer a Pay Per Performance option with a simple baseline calculation.

We don’t charge based on a subscription service to our articles, we provide all this information for free.

Our rates contain no hidden charges or surprise upsells. On top of that, we’ll help you execute the strategies we develop with you.

We’re incredibly transparent with how we price our services and our clients never question the value they achieved from engaging with TNG.

Combining a Broad Overview Approach with a Specialized, Niche Consulting Firm is a Winning Equation

One of the questions we hear frequently is whether someone can/should work with both Gartner AND The Negotiator Guru.

The answer is yes!

Gartner provides a lot of good, general information. TNG helps you zoom in on the information that is most relevant to your organization so you can determine which key findings are critical for driving cost savings/avoidance while lowering your contractual risk.

Gartner is a market intelligence research firm that has a very limited advisory component separate from their articles. They do not generally provide execution services.

TNG provides information without a subscription fee and our advisory and execution services are provided in the same package.

Bringing in TNG to help you pinpoint your specific needs, value capture opportunities, and execution strategies will provide immediate and long-term intrinsic value for your organization. Remember, TNG will only accept you as a client if there is clear and distinct net positive impact potential… well, we can’t speak for the other guys.

Quid Pro Quo: Salesforce & Salesforce Consulting Partners

We commonly get asked the following questions in varying forms:

Is The Negotiator Guru (TNG) a Salesforce Partner? Are you on the AppExchange?
What are the differences between TNG and a Salesforce Partner?
Why can’t my Salesforce Partner advise me on the best possible rates/products for my Salesforce environment?

Before we get into the specific answers to the above questions, let us share a brilliant unsolicited quote from one of our recent multinational clients regarding the motivational differences between TNG and a Salesforce Partner:

Expecting a registered Salesforce Partner listed on the AppExchange to give you completely impartial advice on Salesforce pricing is like expecting a court room prosecutor to share their notes with the defense before every trial.

Why, you might ask?

The answer is simple: All Salesforce Consulting Partners have an unavoidable conflict of interest with their clients. Why? Because of the inherent need for these “Partners” to make both their client and Salesforce happy.

In this article we’re going to cover this conflict of interest and why TNG is different.

Salesforce Partners Always Have Two Clients (and one isn’t you)

Salesforce Partners have two customers:

You the client; and,
Your Salesforce account management team (hereby collectively referred to as “Salesforce”)

The fact of the matter is that your Salesforce Partner is, by design, incentivized to keep both its client and Salesforce happy. The difficult truth is that you, the customer, are the least important of the two clients. Yes indeed, more often than not, your Salesforce Partner has a greater long-term interest in keeping Salesforce happy. Yes, we know this sounds horrible, but we hope you appreciate our directness here.

Let’s dig into two key, but interrelated, reasons:

‍1. Business Relationships

Your Salesforce Partner focuses heavily on keeping a strong business relationship with Salesforce. Why? Because Salesforce is their single most effective sales channel to acquire new business. When Salesforce identifies a new or existing client that needs custom development work, they have the entire Salesforce Partner community to consider when providing a recommendation to their customer. Naturally, those Salesforce Partners that are “supportive” to their sales process will be referred more and more business.

‍2. Money

‍More referrals = more business = more money.

Back in the 18th century Edmund Burke once said “…never bite the hands that feed you.”

Presenting this differently, if you were a Salesforce Account Executive and you had a Salesforce Partner repeatedly suggest changes to an account that materially decreased your sales compensation revenue, would you continue using that Partner when you have others options available?

To be clear; we are not saying that all Salesforce Account Executives are unethical in how they conduct business. However, we are stating that there is an inherent fundamental conflict of interest for the Salesforce Partner who commercially needs to appease both parties.

The unfortunate situation is that while a Salesforce Partner may know a customer is being sold more products and/or services than they actually need, they rarely speak up for the reasons above. We’ve even been told there is an informal blacklist inside of Salesforce that keeps track of these Partners that raise cost avoidance opportunities during the sales process.

We don’t like writing about this topic but we know every customer wants the truth.

‍Why TNG is different

Quite simply we are only focused on keeping you, the client, happy. When the firm was founded we only included a “pay for performance” compensation option to ensure our incentives were aligned with the client. Over the years, we added an “advisory fixed fee” option purely based on repeated client requests.

‍TNG’s Right Size & Right Price Process

Part of our secret sauce is a deep focus and understanding on 1) how Salesforce works, 2) you as a customer, and 3) best practices on how to quickly drive savings in your environment. While strategic negotiation is an art, our Right Size & Right Price process is more of a science based on its repeatability across all industries.

The Right Size process

‍ focuses on identifying consumption based savings opportunities within your organization.

Our three most commonly identified opportunities within this process are:

“shelfware” elimination
license optimization
governance enhancement. On average, we identify 24% savings opportunity within this process alone.

The Right Price process purely focuses on your product and service price points within your specific Salesforce contract. The vast majority of our clients reach out to us for this service alone. Specifically, they want to know how their prices compare to their peers and if they’re getting a “good deal.”

We have the largest database of Salesforce rates in the world and can quite easily identify if there is a price optimization opportunity within your various SKUs. Unlike other large market intelligence firms, we are able to isolate your realistic “should cost” price points based on your industry, annual revenue, and annual contract value. The others simply will share a “best in class” rate which is ambiguous and often self-serving.

On average, we identify a 22% savings opportunity here but your specific opportunity could be as high as 305% (yes, this was a real client).

Fit-for-Purpose Engagement Style

The Founder of TNG, Dan Kelly, feels strongly about providing our clients options on how they engage our firm depending on each individual client’s needs. Some clients want a “negotiation-as-a-service” approach while others simply want the output of our Right Price process to identify target price benchmarks to use within their own negotiations. We welcome you to start a conversation with our firm to determine how we can most effectively and efficiently support you.

‍Summary

To recap, here are the basic points of what we’ve covered in this article:

Your Salesforce Partner has motivation to keep both you and Salesforce happy;
They aren’t able to easily share cost savings opportunities with you in fear of losing future opportunities with other Salesforce customers;

The Negotiator Guru is only focused on driving cost savings for you by negotiating with Salesforce, the client;
We have a proprietary negotiation process that includes both the art of negotiation and the science of opportunity creation inside of your Salesforce organization,
On average, we save clients 20-50% on their Salesforce annual expenses through our Right Size and Right Price process; and,
On SELA Agreements (Salesforce Enterprise License Agreement), we typically generate a 41.3% savings for our clients.
We only accept clients within our full negotiation service where we know we can make a huge impact.