In this episode of the Value Coffee Talk Podcast, Thomas Pisello interviews Matt Dixon, a renowned sales performance author (The Challenger Sale, The Jolt Effect and Activator Advantage), analyst and consultant. The pair discuss the evolution of sales challenges over the past decade, particularly in the context of AI and virtual selling.

Matt introduces his latest work, the Activator Advantage, which focuses on adapting sales strategies for professional services. He outlines the characteristics of successful sales profiles, particularly the Activator, who builds strong client relationships through proactive engagement and idea sharing.

The conversation also touches on the importance of understanding client needs beyond just business transactions, emphasizing the role of personal value in maintaining client loyalty.

Takeaways

• Sales challenges have worsened with the rise of AI.
• Buyers are more informed and further along in their journey.
• The size of buying committees has increased significantly.
• No decision losses are a major issue for salespeople.
• AI can enhance productivity but also lead to spam.
• The Activator Advantage focuses on service organizations.
• Activators build networks and proactively engage clients.
• Debaters can exhaust clients with constant challenges.
• Personal value is crucial for client loyalty.
• Sales strategies must adapt to changing client expectations.

Sound bites

• "Activators are super connectors."
• "They are always bringing new ideas to clients."
• "Personal value creates lasting stickiness."

In this episode of the Value Coffee Talk podcast, host Thomas Pisello and guest Mike Muhlfelder, veteran CRO and sales performance coach, discuss the current challenges in B2B sales, particularly in light of economic uncertainty and the rise of AI. The pair unfold two fundamentals - proper value-centric qualification and discovery processes can lead to an incredible increase in success.

Takeaways

• Quota miss is expected to be higher this year.
• AI is a game changer for sales and business.
• Qualification is crucial for closing deals.
• Understanding the urgency of change is key.
• Budget discussions should focus on urgency, not just numbers.
• Discovery processes need to be improved for better outcomes.
• Sales professionals must balance discovery and demo expectations.
• Sales should be treated as a lifelong profession.
• Understanding the economics of your product is essential.
• Effective sales require continuous learning and adaptation.

Sound bites

• "Quota miss is going to be higher."
• "You need a trigger for customer change."
• "It's always about the money."

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and veteran value leader Shane Finlay dive into the evolving landscape of value engineering and consulting. They discuss the shift from large value teams and the “business case factory” approach to a more streamlined, software-enabled capability, and the role of AI in transforming value consultants into not just orchestrators and enablers, but composers.

Tune in to explore how AI is rapidly reshaping value-based growth programs, and the evolving role of AI-powered value consultants, sellers, success reps and sales engineers.

• Value teams are shifting from the “business case factory” (Player) to software-enabled Composers and lifecycle Orchestrators, with AI multiplying impact across GTM.
• Smaller teams + smarter tools: Equip sellers, SEs, and CS with guided discovery, ROI, and value storytelling — not just pre-sale business cases.
• AI as a force multiplier: Private LLMs + value playbooks + past cases = faster, tailored briefs, cleaner CRM hygiene, and real-time discovery prompts.
• Human-in-the-loop stays essential: AI drafts; value pros validate KPIs, benchmarks, and executive narratives to maintain trust and accuracy.
• Adoption is a program, not a launch: Drive usage via simple, monthly “one new use case” enablement (lunch-and-learns), track usage, and reinforce wins.

• “We’re moving from factory to symphony — AI doesn’t replace value pros; it amplifies them.”
• “Enable the field, not just the deal: value must show up in every touch — discovery, demo, onboarding, renewal.”
• “AI is the co-pilot; the value consultant is the pilot — keep the human in the loop to make the case credible.”

In this episode of Value Coffee Talk, Thomas Pisello and Andy De discuss the current state of AI in healthcare and life sciences, exploring the challenges organizations face in implementing AI solutions, the evolution of AI technologies, and the importance of a strategic portfolio approach to AI investments.

They emphasize the need for effective communication of AI's value, the significance of governance, and the necessity of building trust in AI systems to ensure successful adoption and positive patient outcomes.

• AI investments in healthcare are significant but often yield low ROI.
• Understanding AI's true potential is crucial for successful implementation.
• The evolution of AI includes stages from augmentation to automation.
• Governance and ethics in AI are critical, especially in healthcare.
• A portfolio approach to AI investments can mitigate risks and enhance outcomes.
• Trust in AI systems is essential for adoption by healthcare professionals.
• Effective communication of AI's value is necessary for stakeholder buy-in.
• AI can alleviate burnout and increase capacity in healthcare settings.
• The integration of AI should focus on enhancing patient care and outcomes.
• AI should not be adopted for its own sake but for tangible benefits.

• "Barely 10 to 11% of CXOs see ROI."
• "Fear of missing out is prevalent."
• "AI augmentation is the first stage."
• "The holy grail is autonomous AI."
• "AI for the sake of AI is not enough."

00:00 Introduction to AI in Healthcare

01:05 Challenges in AI Implementation

07:30 The Evolution of AI: From Augmentation to Automation

13:07 AI as a Portfolio: Strategies for Success

21:38 Communicating AI Value in Healthcare

24:53 Pragmatic Approaches to AI Adoption

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Stephen Morse, CEO of the SE Leadership Institute, to discuss the evolving role of sales engineers in today's market.

The trio explore the importance of emotional intelligence, the shift towards value-led growth, and the challenges faced by sales teams amidst cost pressures. Stephen emphasizes the need for sales engineers to enhance their communication skills, embrace AI technologies, and focus on delivering value to customers.

The conversation highlights the significance of building trust and emotional connections in sales, as well as the necessity of adapting to changing market dynamics.

• Sales engineers play a crucial role in bridging technology and value.
• Emotional connection is key to why people buy.
• AI is transforming the sales landscape, but human touch remains essential.
• Sales engineers must adapt to evolving roles and responsibilities.
• Value-led growth is becoming increasingly important in sales strategies.
• Effective communication and storytelling are vital for sales engineers.
• Understanding business KPIs is essential for sales success.
• Proof of value should accompany proof of concept in sales processes.
• Sales engineers need to embrace a growth mindset in challenging times.
• Collaboration across teams enhances the overall sales strategy.

• "Sales engineers are vital to success."
• "AI has massive promise in sales."
• "We need to lean into value-led growth."
• "Communication is key for sales engineers."
• "Value is a team sport."

00:00 Introduction to the Value Coffee Talk Podcast

02:51 The Evolution of Sales Engineering

10:36 Navigating Cost Pressures in Sales

11:15 The Shift to Value-Led Growth

19:20 Communicating and Quantifying Value

24:09 Final Thoughts and Advice

In this episode of Value Coffee Talk, hosts Thomas Pisello and April Morley engage with Ron Ariana, a seasoned expert in go-to-market strategies.

The group discussed the common challenges faced by early and growth-stage companies, emphasizing the importance of a clear strategy, effective messaging, and the need for alignment across various organizational functions.

Ron shares insights on how to identify target markets, the significance of understanding customer personas, and the necessity of enabling teams to communicate a consistent value proposition. The conversation culminates in advice on the importance of strategic planning and execution for long-term success.

• Many early-stage companies face execution problems that stem from unclear strategies.
• Identifying the problem your product solves is crucial for success.
• Understanding your target market is essential for effective sales.
• Positioning your product against competitors is key to standing out.
• All departments must align on the go-to-market strategy for success.
• Effective messaging should be tailored to different stakeholders.
• Sales enablement is critical for consistent communication.
• Companies should focus on helping buyers make informed decisions.
• Evidence of value is necessary for gaining customer trust.
• Investing time in strategy will pay off during execution.

• "What problem are you solving?"
• "You can't sell to everyone."
• "You have to be sure everybody is on the same page."

00:00 Introduction to Value Coffee Talk

01:15 Identifying Go-To-Market Challenges

08:07 Strategizing for Success

14:47 Building and Activating the Strategy

20:02 Execution and Evidence in Go-To-Market

22:00 Final Insights and Advice

In this episode of the Value Coffee Talk podcast, Tom Pisello and April Morley discuss the concept of Product-Led Growth (PLG) with guest David Yockelson, a VP analyst at Gartner. They explore the definition of PLG, its limitations, and the addition of Value-Led Growth (VLG) as a necessary evolution in the current business landscape.

The conversation highlights the importance of understanding the buyer's journey, the roles of pre-sales and post-sales, and the collective responsibility of organizations in delivering value to customers.

The episode concludes with actionable insights for businesses to enhance their value articulation and customer engagement strategies.

• Product-led growth is often misunderstood as purely self-service.
• A product experience is crucial for engaging prospects.
• Value-led growth is necessary for larger deals.
• The user and buyer are often different individuals.
• Product qualified leads (PQLs) are essential for sales.
• Telemetry can help in understanding customer success.
• Removing friction in the buyer's journey is key.
• All functions in an organization must collaborate for value delivery.
• Buyers are increasingly asking for help with value realization.
• Investing in value delivery can improve customer satisfaction.

• "You need to build a business case."
• "PLG focuses on the user of a product."
• "Free trial signup is not a lead."
• "Make the investment in value delivery."

00:00 Introduction to Product-Led Growth (PLG)

05:11 Transitioning to Value-Led Growth (VLG)

09:49 The Role of Pre-Sales and Post-Sales in PLG and VLG

15:11 Organizational Responsibility in Value Delivery

19:54 Final Thoughts and Key Takeaways

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Jake Krishnan, Senior Director of Strategy and Transformation at SAP. The conversation delves into the evolution of value engineering and advisory practices at SAP, emphasizing the importance of understanding customer needs and integrating value throughout the sales process.

Jake shares insights on adapting to technological advancements and changing customer expectations, as well as offering practical advice for early-stage growth organizations looking to implement value programs. The episode concludes with key takeaways on customer engagement and the significance of tailoring messaging to address specific business challenges.

• Value is a journey, not a milestone.
• Stay close to your customer and understand their needs.
• Value must be integrated throughout the sales process.
• Technology has matured, and so have customer expectations.
• Paint a picture of the problem you are solving for customers.
• Value engineering evolves at the same pace as business processes.
• Customize your messaging based on the customer's journey.
• Help business stakeholders with the right ammunition to sell ideas internally.
• Early adopters provide proof points for value propositions.
• Understanding industry trends is crucial for effective value advisory.

"Value is a journey, not a milestone."

"It's all about solving the customer's problem."

"Know your customer to know your value."