Account Management Secrets Value Is the New Contract: Anthony DeShazor on Outcome-Based Account Management | EP59
When contracts disappear and only value keeps customers loyal, the real work of account management begins.
Alex Raymond talks with Anthony DeShazor, the founder and chief architect of Protia Revenue Systems, about building customer relationships that last when “value is the contract.” Drawing from his experience leading customer success at Givelify, Anthony shares how operating without renewals or lock-ins pushed his team to deliver measurable outcomes every day and redefine what success really means. He explains how taking ownership of value, rather than letting customers define it, turns account managers into strategic partners who drive growth and trust.
By connecting outcomes to purpose, not just performance, Anthony offers a new way to think about loyalty, communication, and long-term customer success.
Episode Breakdown:
00:00 No Auto-Renewals: When Value Is the Contract
05:15 No Safety Net: Urgency and Prioritization
07:13 Shifting the Value Conversation
10:09 Defining and Communicating Value
12:00 Results: Growth from Outcome Focus
14:01 Always On Value Communication
15:05 EBR Structure for Maximum Impact
21:58 Tracking EBR Success and Retention
28:09 Coordinating Customer Communications
37:06 Starting with Value and Outcomes
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