There is more to sales than just the initial contract. Each account has a CLV and its the job of the revenue teams to not only figure out what this is, but then funnel customers through the various stages of post-sales business development, product adoption growth, churn mitigation strategies…etc. to not only meet this but extend it. Sales and revenue are not just a one and done operation. When done correctly you essentially have a farming model vs a hunting one (this can be further refined with things like ICPs, funnel feedbacks…etc), but this often requires some level of continuous account touch points to maintain (gotta water the plants, keep them free of weeds, put down new fertilizer when appropriate, ensure there are no pests causing problems, weather proof the enclosure as much as possible…etc, you get the idea).

That being said though, a lot of businesses are still operating on the pre 2022 growth models or are just now catching up and trying to shift to a more sensible revenue based model, and that is leading to sheding of numbers in an (often misguided imo) attempt to not go under.