by Genius Drive
B2B buyers want to know the business outcomes they can expect from proposed solutions and the realized value of what they've already purchased. Yet far too few solution providers can articulate value. Value Coffee Talk interviews sales, marketing and customer success leaders about their value programs to discuss the challenges, opportunities and share best practices. Hosted by author and serial entrepreneur Tom Pisello, the ROI Guy, and value expert April Morley, the pair grab a coffee with their guests and dive into the tough questions that need answering in order to drive value success. This show is a service of the Enterprise Value Collective (EVC), a community of business value leaders and practitioners, and independent value consultancy Genius Drive.
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Publishing Since
9/19/2023
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April 17, 2025
<p>In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Stephen Morse, CEO of the SE Leadership Institute, to discuss the evolving role of sales engineers in today's market. </p><p>The trio explore the importance of emotional intelligence, the shift towards value-led growth, and the challenges faced by sales teams amidst cost pressures. Stephen emphasizes the need for sales engineers to enhance their communication skills, embrace AI technologies, and focus on delivering value to customers. </p><p>The conversation highlights the significance of building trust and emotional connections in sales, as well as the necessity of adapting to changing market dynamics.</p><h3>Takeaways</h3><ul><li>Sales engineers play a crucial role in bridging technology and value.</li><li>Emotional connection is key to why people buy.</li><li>AI is transforming the sales landscape, but human touch remains essential.</li><li>Sales engineers must adapt to evolving roles and responsibilities.</li><li>Value-led growth is becoming increasingly important in sales strategies.</li><li>Effective communication and storytelling are vital for sales engineers.</li><li>Understanding business KPIs is essential for sales success.</li><li>Proof of value should accompany proof of concept in sales processes.</li><li>Sales engineers need to embrace a growth mindset in challenging times.</li><li>Collaboration across teams enhances the overall sales strategy.</li></ul><br/><h3>Sound Bites</h3><ul><li>"Sales engineers are vital to success."</li><li>"AI has massive promise in sales."</li><li>"We need to lean into value-led growth."</li><li>"Communication is key for sales engineers."</li><li>"Value is a team sport."</li></ul><br/><h3>Chapters</h3><p>00:00 Introduction to the Value Coffee Talk Podcast</p><p>02:51 The Evolution of Sales Engineering</p><p>10:36 Navigating Cost Pressures in Sales</p><p>11:15 The Shift to Value-Led Growth</p><p>19:20 Communicating and Quantifying Value</p><p>24:09 Final Thoughts and Advice</p>
April 10, 2025
<p>In this episode of Value Coffee Talk, hosts Thomas Pisello and April Morley engage with Ron Ariana, a seasoned expert in go-to-market strategies. </p><p>The group discussed the common challenges faced by early and growth-stage companies, emphasizing the importance of a clear strategy, effective messaging, and the need for alignment across various organizational functions. </p><p>Ron shares insights on how to identify target markets, the significance of understanding customer personas, and the necessity of enabling teams to communicate a consistent value proposition. The conversation culminates in advice on the importance of strategic planning and execution for long-term success.</p><h3>Takeaways</h3><ul><li>Many early-stage companies face execution problems that stem from unclear strategies.</li><li>Identifying the problem your product solves is crucial for success.</li><li>Understanding your target market is essential for effective sales.</li><li>Positioning your product against competitors is key to standing out.</li><li>All departments must align on the go-to-market strategy for success.</li><li>Effective messaging should be tailored to different stakeholders.</li><li>Sales enablement is critical for consistent communication.</li><li>Companies should focus on helping buyers make informed decisions.</li><li>Evidence of value is necessary for gaining customer trust.</li><li>Investing time in strategy will pay off during execution.</li></ul><br/><h3>Sound Bites</h3><ul><li>"What problem are you solving?"</li><li>"You can't sell to everyone."</li><li>"You have to be sure everybody is on the same page."</li></ul><br/><h3>Chapters</h3><p>00:00 Introduction to Value Coffee Talk</p><p>01:15 Identifying Go-To-Market Challenges</p><p>08:07 Strategizing for Success</p><p>14:47 Building and Activating the Strategy</p><p>20:02 Execution and Evidence in Go-To-Market</p><p>22:00 Final Insights and Advice</p>
April 4, 2025
<p>In this episode of the Value Coffee Talk podcast, Tom Pisello and April Morley discuss the concept of Product-Led Growth (PLG) with guest David Yockelson, a VP analyst at Gartner. They explore the definition of PLG, its limitations, and the addition of Value-Led Growth (VLG) as a necessary evolution in the current business landscape. </p><p>The conversation highlights the importance of understanding the buyer's journey, the roles of pre-sales and post-sales, and the collective responsibility of organizations in delivering value to customers. </p><p>The episode concludes with actionable insights for businesses to enhance their value articulation and customer engagement strategies.</p><h3>Takeaways</h3><ul><li>Product-led growth is often misunderstood as purely self-service.</li><li>A product experience is crucial for engaging prospects.</li><li>Value-led growth is necessary for larger deals.</li><li>The user and buyer are often different individuals.</li><li>Product qualified leads (PQLs) are essential for sales.</li><li>Telemetry can help in understanding customer success.</li><li>Removing friction in the buyer's journey is key.</li><li>All functions in an organization must collaborate for value delivery.</li><li>Buyers are increasingly asking for help with value realization.</li><li>Investing in value delivery can improve customer satisfaction.</li></ul><br/><h3>Sound Bites</h3><ul><li>"You need to build a business case."</li><li>"PLG focuses on the user of a product."</li><li>"Free trial signup is not a lead."</li><li>"Make the investment in value delivery."</li></ul><br/><h3>Chapters</h3><p>00:00 Introduction to Product-Led Growth (PLG)</p><p>05:11 Transitioning to Value-Led Growth (VLG)</p><p>09:49 The Role of Pre-Sales and Post-Sales in PLG and VLG</p><p>15:11 Organizational Responsibility in Value Delivery</p><p>19:54 Final Thoughts and Key Takeaways</p>
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