Sales depends on understanding what your customer values. You need to know how you create value and who you create value for. Traditional market surveys are no longer enough to understand value in rapidly changing markets. Instead, one needs to build a system and culture of continuous value: understand, communicate, deliver, document and capture as a continuous process.

While 20-25% of B2B technology deals are lost due to price, a staggering 81% of buyers actually prioritize value, performance, and solution fit over cost. Even more striking, 74% of deals are won by the vendor who first paints a compelling vision of value. Discover how mapping your sales process to the buyer’s journey, tailoring growth models to customer engagement, crafting clear and measurable value propositions, and embracing value-based pricing can build trust and accelerate sales.