This book demonstrates how central value management tools can significantly improve the profitability and durability of customer relationships in digital contracts. Are you puzzled by the volatility of customer decisions, even though you continuously create new offers, run promotions, and provide discounts? Do you find it frustrating to deal with a purely volume-oriented mindset in sales? Do you often wonder what truly drives the profitability of your contractual relationships? Managing directors, marketing and sales leaders, business analysts, and managers of small to very large customer portfolios will find a comprehensive concept in this book for managing a profitable and sustainable contractual relationship in digital products. The authors illustrate how to set the right incentives for salespeople or agents while also providing customers with value-enhancing offers from marketing.