Cohort 1: March 2023

Uncover your customer's priorities, map them to your product's capabilities, and align your team for success in this 1-week course.

Jeff Gadway

Value-Based Sales & Marketing

You've got a killer product. It has differentiated features and tests well. But in sales conversations, demos, and trade shows customers just don't seem to "get it". Here's the hard truth: It's not the best product that wins. It's the company that can best communicate its strategic value. I learned this the hard way. After working at public companies and startups with great products that struggled to get traction, I learned how to flip the script on talking about value. Here's the secret... it starts with getting your team aligned around customer value. That's what I will share with you in this live course, step-by-step. We'll use the Value Driver Framework to uncover your customers' most strategic priorities and map them to your product's capabilities. You'll leave this course with the tools to create alignment between sales, marketing, and product teams about the impact of your product. Plus, you'll have a new blueprint for how you communicate value in a consistent and compelling way across customer touchpoints.

What if prospects instantly understood your company's strategic value?

You're a Founder looking to simplify your company story. You imagine the day your team can relay the value of your product the way you can.

You're a Sales Leader needing a playbook to elevate how your team articulates value so reps can get out of the weeds and close more deals.

You're a Product Marketer trying to align sales, marketing, and product teams around value by mapping customer needs to product features.

This course is for you if...

What you’ll get out of this course

Learn how to identify and validate the board-room-level problems that keep your customers up at night using internal round tables, customer interviews, and surveying your customers. You'll get the exact recipe to uncover deep insights and get buy-in across your company.

Uncover the ‘Strategic Value Drivers’ at the heart of why customers buy

Master a process to set your product's value apart and reframe the conversations that sales and marketing are having to focus on customers' strategic priorities.

Elevate your value from a ‘nice-to-have’ product to a ‘must-have’ strategic partner

Build a ‘Value Driver Framework’ to reorient the way your team articulates your impact through higher-impact sales emails, discovery calls, product demos, and messaging.

Differentiate the way you communicate your value vs. the competition

Get everyone singing from the same songbook. With your whole team on the same page when it comes to the value you create for customers, you'll drive a better business impact.

Improve alignment between sales, marketing, and product

CEO YMCA of Central & Northern Westchester

Women in Tech Program Manager, Communitech

Hear why past students love this course

Meet your instructor

Stop guessing what customers care about. Discover a step-by-step process to uncover, refine, and validate your customers’ Strategic Value Drivers.

Understanding Value. Taking an outside-in approach to uncovering board-room level customer priorities.

Develop a framework for connecting the dots between your customers' Strategic Value Drivers and the capabilities of your product. This new mindset will elevate your value proposition to ‘must-have’ status.

Mapping Value. Linking customer needs to your product’s features.

Reorient your sales motion, marketing campaigns, and product roadmap around customer Value Drivers. Increase alignment across your business and improve outcomes from campaign performance to sales conversions and beyond.

Communicating Value. Re-aligning sales, marketing, and product to deliver a more strategic impact that sells.

Course syllabus

<ul><li>The four elements of the ‘Value Driver Framework’</li><li>Developing your Value Driver hypotheses</li><li>Testing and refining Value Drivers</li><li>Validating your Strategic Value Drivers at scale</li></ul>

Mon, June 12 2023

<ul><li>Mapping your validated Value Drivers to product features</li><li>Creating your Value Driver Flipbook</li><li>Testing your Value Conversation in the field with sales</li><li>Rolling your Value Driver Framework out to sales, marketing, and product</li></ul>

Wed, Jun 14, 2022

<ul><li>Scripts for strategic, value-driven sales conversations and emails</li><li>An outline for high-impact product demos</li><li>Refocus marketing plans on customer value</li><li>Align your product roadmap to value</li></ul>

Fri, Jun 16, 2023

Check-in, get live, personalized feedback, and make progress toward your final project.

Office Hours (Optional)

One week.  Tons of takeaways.

This course builds on live workshops and hands-on projects

Active hands-on learning

You’ll be interacting with other learners through breakout rooms and project teams

Interactive and project-based

Join a community of like-minded people who want to learn and grow alongside you

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