Value-Based Sales & Marketing
4.9
(4 ratings)
5 Days
·Cohort-based Course
Uncover your customer's priorities, map them to your product's capabilities, and align your team for success in this 1-week course.
Value-Based Sales & Marketing
4.9
(4 ratings)
5 Days
·Cohort-based Course
Uncover your customer's priorities, map them to your product's capabilities, and align your team for success in this 1-week course.
Course overview
What if prospects instantly understood your company's strategic value?
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.
This course is for you if...
01
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.
02
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.
03
You're a Product Marketer trying to align sales, marketing, and product teams around value by mapping customer needs to product features.
What you’ll get out of this course
Uncover the ‘Strategic Value Drivers’ at the heart of why customers buy
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.
Elevate your value from a ‘nice-to-have’ product to a ‘must-have’ strategic partner
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.
Differentiate the way you communicate your value vs. the competition
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.
Improve alignment between sales, marketing, and product
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.
Value-Based Sales & Marketing
Hear why past students love this course
David Bunce
Lindsay Mooradian
Steve Macleod
Rob Ferreira
Laura Bryson
Cynthia Rubino
Danielle Graham
Meet your instructor
Jeff Gadway
From selling $1 million in BlackBerry tablets on live TV to delivering product launch keynotes in front of hundreds, Jeff has cracked the code on how to frame the strategic value of products (even ones that lack true differentiation).
Jeff is now the co-founder of Galvanize, a marketing firm that helps founders and leadership teams of tech companies to put communicating strategic value at the heart of their go-to-market strategies.
A part-time faculty member at Wilfrid Laurier University, Jeff's teaching philosophy revolves around making you feel like you've got a coach in your corner, cheering you on toward success.
Be the first to know about upcoming cohorts
Value-Based Sales & Marketing
Course syllabus
01
Understanding Value. Taking an outside-in approach to uncovering board-room level customer priorities.
Stop guessing what customers care about. Discover a step-by-step process to uncover, refine, and validate your customers’ Strategic Value Drivers.
02
Mapping Value. Linking customer needs to your product’s features.
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.
03
Communicating Value. Re-aligning sales, marketing, and product to deliver a more strategic impact that sells.
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.
One week. Tons of takeaways.
4-6 hours per week
Mon, June 12 2023
2:00pm - 3:30pm EST
- The four elements of the ‘Value Driver Framework’
- Developing your Value Driver hypotheses
- Testing and refining Value Drivers
- Validating your Strategic Value Drivers at scale
Wed, Jun 14, 2022
2:00pm - 3:30pm EST
- Mapping your validated Value Drivers to product features
- Creating your Value Driver Flipbook
- Testing your Value Conversation in the field with sales
- Rolling your Value Driver Framework out to sales, marketing, and product
Fri, Jun 16, 2023
2:00pm - 3:30pm EST
- Scripts for strategic, value-driven sales conversations and emails
- An outline for high-impact product demos
- Refocus marketing plans on customer value
- Align your product roadmap to value
Office Hours (Optional)
60 mins on Tues & Thurs
Check-in, get live, personalized feedback, and make progress toward your final project.
Learning is better with cohorts
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you