The EnterpriseEdge 01 / Customer acquisition
The Value Edge
Your champion is sold. Nobody else in the buying group has met you. What reaches them is whatever your champion can repeat and whatever your champion can defend, so the deal is decided by the quality of your story long before anyone opens your proposal.
The job
Getting the business to believe you.
Your champion is sold. Nobody else in the buying group has met you. What reaches them is whatever your champion can repeat and whatever your champion can defend, which means your story is doing the selling long before anyone reads a proposal.
What the hour covers
The work
Find Value
Uncover what buyers actually care about and why it matters now. This runs outside in before it runs inside out: the market context, what customers do without you including nothing at all, where you are genuinely different, what that difference is worth in the customer’s own dollars, and which buyers feel it hard enough to act.
Communicate Value
Turn the solution into a value narrative that sizzles for the people who have to say yes. One story your whole revenue organization aligns on and delivers the same way, from the website to the seller to the champion’s board deck. When ten leaders give ten different answers, the buying group hears noise and picks no decision.
Quantify Value
Make a CFO-ready business case. Not vendor-centric black box math that collapses the moment Finance opens it, but numbers your champion can walk through, defend, and rebuild in front of someone sceptical.
And a look at Value Buying
The same deal from the buyer’s chair, across three returns: return on the solution (ROI), return on the buying experience itself (ROE), and return on the future they are signing up for when they invest with you today (ROF). Most vendors argue the first and ignore the other two, which is where high-consideration deals are actually won.
Who leads it
Bruce Scheer
Author of Inspire Your Buyers
Bruce has spent his career enabling enterprise marketers and sellers at Microsoft, HP, Adobe, SAP, Oracle, Google and eBay Enterprise, along with Tableau and Concur. He helps B2B revenue teams align on one value narrative and a business case a CFO will sign, and he wrote the Amazon bestseller Inspire Your Buyers: Go to Market with a Story that Sizzles.
Bruce runs Find Value, Communicate Value and Quantify Value as engagements with revenue teams, and works with earlier-stage companies selling into enterprise as well.
The other two edges
One hour is a third of the deal.
Enterprise revenue has to clear all three. The half day takes them in order, because the order is the argument.