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 — which means the deal is decided by the quality of your story long before anyone reads your proposal.
The room
The room where they decide whether they 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. Bruce works the three disciplines that decide what that is.
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), 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 — website, seller, champion, 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 helps B2B revenue teams align on one value narrative and a business case a CFO will sign. He wrote the Amazon bestseller Inspire Your Buyers: Go to Market with a Story that Sizzles, and has built go-to-market foundations with teams at Tableau, Concur and Alcatel-Lucent.
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 rooms
One hour is a third of the deal.
A deal has to clear all three rooms. The half day takes them in order, because the order is the argument.
02 Contracting and approval
The Approval Edge
Get the organization to approve you. With Dean Edwards.