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Communicating Your Product's Value

5 Days


Cohort-based Course

Want customers to understand your product's value? It starts by getting alignment across your team. Learn to do both in this 1 week course.

Hosted by

Jeff Gadway

Coached 50+ founders. Lead product marketing at Vidyard and BlackBerry.

Course overview

What if your team was so aligned that customers understand your value instantly?

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" and fail to see its value.

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...


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.

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.

What people are saying

        I would recommend Jeff's course to all early-stage companies that are looking to refine their company’s messaging. Jeff' helped SWTCH strengthen our story for investors and customers and gave us the tools to confidently deliver that message through sales and marketing. As a facilitator and teacher, Jeff is highly engaging and articulate.
Laura Bryson

Laura Bryson

        Jeff helped our executive team tap into a more compelling message and gave us practical takeaways that allowed us to start communicating more effectively come Monday morning.
Cynthia Rubino

Cynthia Rubino

CEO YMCA of Central & Northern Westchester
        Jeff Gadway is a great instructor and coach! The founders very much appreciated his presentation at the Fierce Founders Bootcamp this summer. His ideas are relevant to today’s tech-savvy entrepreneurs!
Danielle Graham

Danielle Graham

Women in Tech Program Manager, Communitech

Meet your instructor

Jeff Gadway

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.

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Communicating Your Product's Value

Course syllabus


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.


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.


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, Mar 20 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, Mar 22, 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, Mar 24, 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

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

Frequently Asked Questions

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I'd like to expense this to my company. Can you help me explain it to my boss? Yes...
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