Value Coffee Talk

In this Value Coffee Talk podcast episode, host Tom Pisello meets with Angela Hughes, VP of Revenue Acceleration for security firm Ping Identity. The pair discusses the importance of elevating the level of conversation with customers and prospects, in order to uncover transformative opportunities. She emphasizes the need and discusses best practices to keep GTM teams focused on tangible business outcomes, and engage with higher-level stakeholders to understand their challenges and needs better.TakeawaysRaising the level of conversation opens doors to transformative deals.Engaging with top-level stakeholders is crucial.Understanding challenges and needs is key to success.Conversations should be high and wide within accounts.Transformative deals come from understanding client needs.Effective communication leads to better opportunities.Identifying challenges can lead to more innovative solutions.

In this episode of the Value Coffee Talk podcast, host Thomas Pisellowelcomes Jen Thompson, a seasoned sales performance consultant and former Google sales enablement lead. The pair discuss the challenges and strategies of enabling and training large sales teams, from her Google experience, and the nuances of working with smaller growth firms. Jen shares insights on how to best acheive growth success: embracing business value selling, creating effective onboarding experiences, embedding change, and overcoming internal resistance to new methodologies and processes.TakeawaysEnabling large sales teams requires unifying approaches across diverse regions.Psychological safety is crucial for effective team enablement.Smaller firms benefit from quicker decision-making and autonomy.Bad habits can form early without formal onboarding programs.Internal selling is often harder than external selling.Leadership commitment is key to successful program implementation.Active resistance can hinder adoption of new processes.Understanding objections can turn naysayers into champions.Embedding change starts at the beginning of the process.An enablement plan is essential for driving change and scaling sales.

In this episode of the Value Coffee Talk podcast, host Thomas Pisello and sales strategy / value leader Steve Thibodeau discuss the complexities of ROI in AI implementations.The pair explore the paradox of AI investments, the challenges of scalability, and the importance of governance and data readiness. The conversation delves into Gartner's framework for evaluating AI projects, emphasizing the need for change management and effective communication of value propositions. They also highlight the benefits of leveraging external expertise and the significance of measurement in achieving successful outcomes.TakeawaysAI implementation often faces a paradox of ROI.Scalability is a critical challenge for AI projects.Governance and data readiness are essential for success.95% of AI projects fail to deliver expected value.Gartner's framework categorizes AI projects into defend, extend, and upend.Change management is crucial for AI adoption.Consistent messaging across teams enhances value communication.Collaborative business cases foster shared ownership of outcomes.External expertise can significantly improve AI project success.Measurement is key to managing and improving AI initiatives.

In this episode of the Value Coffee Talk Podcast, host Thomas Pisello and Scott Shaul, veteran GTM leader, discuss the concept of the Outcome Economy, which emphasizes aligning vendor and customer incentives around measurable value delivery. The pair explore how this new economy is changing go-to-market strategies, the role of AI in measuring outcomes, and the transformation needed in customer success teams to focus on value realization. The conversation also highlights the importance of creating a shared value plan that evolves beyond the sale, ensuring ongoing collaboration between vendors and customers to achieve desired outcomes.TakeawaysThe outcome economy focuses on charging for value delivered.Aligning vendor and customer incentives is crucial for success.Customers are more educated and demanding proof before purchasing.AI enhances the measurement of outcomes and scalability.Customer success teams must shift to a revenue-focused mindset.A shared value plan should be a living document managed collaboratively.Value realization is essential for customer retention and expansion.Pricing models need to adapt to reflect measurable outcomes.Understanding unique value propositions is the first step to success.Companies should not rush into the outcome economy without preparation.titlesChapters00:00   Introduction to the Outcome Economy03:07   Understanding the Outcome Economy05:52   Shifts in Go-to-Market Strategies08:46   The Role of AI in Value Measurement11:59   Transforming Customer Success14:53   Creating a Shared Value Plan17:49   Final Thoughts and Advice

In this episode of Value Coffee Talk, host Thomas Pisello and Jack Cochran, GM of the PreSales Collective, discuss the evolving landscape of sales engineering, particularly in the context of AI and value consulting. The pair explore the shifting responsibilities of sales engineers, the importance of training and enablement, and the critical role of storytelling in sales conversations. The conversation also highlights the transition from traditional proof of concept to proof of value, emphasizing the need for sales engineers to embrace change and focus on delivering business value outcomes to customers.TakeawaysAI is driving significant changes in sales engineering.Sales engineers are evolving into value consultants.Training should focus on why solutions matter to customers.Soft skills are essential for effective sales conversations.The transition to proof of value is crucial for success.Sales engineers need to ask the right questions to uncover customer needs.Leadership alignment is necessary for implementing changes.Storytelling is a powerful tool in sales.Different types of business value require different approaches.Embracing change can lead to more fulfilling roles for sales engineers.Chapters00:00   Introduction to Value Coffee Talk02:47    The Evolution of Sales Engineering05:47    The Role of Value Consultants08:36    Training and Enablement for Sales Engineers11:15    The Importance of Storytelling in Sales14:08    Transitioning to Proof of Value17:16    Embracing Change in Sales Engineering

In this episode of Value Coffee Talk, Thomas Pisello and Max Elster (CEO / Founder of value automation platform firm Minoa.io) discuss the evolving landscape of value engineering in the age of AI. The pair explore how AI is reshaping the role of value engineers, emphasizing the importance of differentiation, customer accountability, and the orchestration of value across organizations. The conversation highlights the need for value engineers to leverage AI effectively, the significance of value realization, and the human element in maintaining meaningful customer relationships. Max encourages the value community to evangelize their roles and share insights to foster growth and collaboration.TakeawaysAI has fundamentally changed how software is sold and built.Differentiation in products is becoming increasingly challenging.Value engineers are evolving into orchestrators of value across organizations.Customer success roles are becoming more tied to revenue generation.Value realization is crucial for maintaining customer accountability.AI can automate specific tasks, enhancing efficiency in value engineering.The future of AI in business is about connecting systems and extracting insights.Human connections and live interactions remain vital in an AI-driven world.Evangelizing the role of value engineering is essential for community growth.The value engineering community needs to attract new talent and interest.

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.TakeawaysSales 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.TakeawaysQuota 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.TakeawaysValue 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.Sound Bites“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.TakeawaysAI 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.Sound Bites"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."Chapters00:00     Introduction to AI in Healthcare01:05     Challenges in AI Implementation07:30     The Evolution of AI: From Augmentation to Automation13:07     AI as a Portfolio: Strategies for Success21:38     Communicating AI Value in Healthcare24:53     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.TakeawaysSales 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.Sound Bites"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."Chapters00:00   Introduction to the Value Coffee Talk Podcast02:51   The Evolution of Sales Engineering10:36   Navigating Cost Pressures in Sales11:15   The Shift to Value-Led Growth19:20   Communicating and Quantifying Value24:09   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.TakeawaysMany 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.Sound Bites"What problem are you solving?""You can't sell to everyone.""You have to be sure everybody is on the same page."Chapters00:00   Introduction to Value Coffee Talk01:15   Identifying Go-To-Market Challenges08:07   Strategizing for Success14:47   Building and Activating the Strategy20:02   Execution and Evidence in Go-To-Market22:00   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.TakeawaysProduct-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.Sound Bites"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."Chapters00:00   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 VLG15:11   Organizational Responsibility in Value Delivery19:54   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.TakeawaysValue 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.Sound Bites"Value is a journey, not a milestone.""It's all about solving the customer's problem.""Know your customer to know your value."

In this episode of the Value Coffee Talk podcast, hosts Tom Pisello and April Morley welcome Dean Stoecker, founder and former CEO / current Exec Chairman of Alteryx. Dean shares his entrepreneurial journey, discussing the challenges of achieving product-market fit, the bold decision to lower pricing to drive growth, and the evolution of his leadership style over the years. He emphasizes the importance of company culture, building a community around the product, and maintaining customer trust as key factors in Alteryx's success. The conversation concludes with Dean's insights on listening to customers and the significance of intangible value in business.TakeawaysDean Stoecker reflects on his 24-year journey with Alteryx.Achieving product-market fit involved navigating peaks and troughs.The decision to lower prices was a pivotal moment for growth.Company culture is crucial for long-term success.Building a community around the product enhances customer engagement.Customer trust is essential for business integrity.Listening to customers can lead to valuable insights and improvements.Transitioning to value-led growth requires a cultural shift.Intangible value can significantly impact customer retention.The journey of entrepreneurship is filled with learning and adaptation.

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Rob Read, head of sales enablement at Benifex, to discuss the critical shift from product-led growth to value-led growth. The trio explore the importance of aligning all departments around a unified value message, the necessity of ongoing coaching and training in sales enablement, and the role of technology in enhancing sales processes. The conversation emphasizes that value-led growth requires a cultural shift within organizations, starting from the C-suite down to ensure that value is at the forefront of all customer engagement strategies.TakeawaysValue led growth requires alignment across all departments.Sales enablement is not a one-time training but an ongoing process.Coaching is essential for maturity in sales teams.Focus on the quality of customer interactions, not just outputs.C-suite support is crucial for value initiatives to succeed.Technology can enhance sales enablement and coaching efforts.AI can assist in monitoring performance and improving sales strategies.Regular coaching sessions can significantly improve sales effectiveness.Engaging top salespeople in value discussions can drive adoption.Value messaging should be integrated into all business systems.

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Glenn Clowney, CEO of ROI Calc, to explore the significance of online value calculators in enhancing customer engagement and driving sales. The trio discuss various use cases, best practices for designing effective calculators, the importance of storytelling in value selling, and strategies for promoting these tools to ensure they resonate with the target audience. The conversation emphasizes the need to focus on buyer pain points and the role of user-centric design in creating impactful calculators that facilitate informed decision-making.TakeawaysValue calculators can serve multiple purposes beyond lead generation.Engaging customers with calculators can enhance the sales process.User-focused design is crucial for calculator success.Storytelling should position the end user as the hero.Understanding buyer pain points is essential for effective selling.Promoting calculators requires aligning with the audience's needs.Short attention spans necessitate quick engagement strategies.Calculators should provide actionable insights and next steps.It's important to quantify the cost of inaction for buyers.Starting with the story can lead to more effective calculators.

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Jason Baer from Adobe to explore the transformative role of AI in business value. The trio discuss the importance of identifying specific problems AI can solve, the various use cases for efficiency, and the challenges of AI hallucinations. The conversation also covers the need for organizational adoption and training, the significance of experimentation with AI, and the future potential of hyper-personalization in marketing. Jason emphasizes the importance of continuous learning and being open to the insights AI can provide, which may differ from traditional human perspectives.TakeawaysThe first consideration for AI is identifying the problem to solve.AI can significantly reduce time spent on account research.Drafting customer emails can be streamlined with AI.Meeting notes and action items can be automated using AI.AI adoption requires a cultural shift within organizations.Training and education on AI are essential for effective use.Experimentation with AI can lead to valuable insights and improvements.Hyper-personalization in marketing can enhance conversion rates.AI can uncover insights that humans may overlook.Continuous learning and adaptation are crucial in the AI landscape.Sound Bites“AI can take tasks out of your hands.”“AI is a movement, not just a tool.”“Failing early is key to finding wins.”Chapters00:00 Introduction to AI in Business Value02:53 Identifying AI Use Cases for Efficiency05:51 Addressing AI Hallucinations and Accuracy08:47 Adoption and Training for AI in Organizations11:59 Experimentation and Portfolio Approach to AI14:54 Future Use Cases and Hyper-Personalization in Marketing17:51 Learning Resources and Final Thoughts on AI

In this episode of the Value Coffee Talk podcast, Thomas Pisello and Mark Anthony discuss the critical importance of value realization in customer engagements. The duo explore the challenges organizations face in implementing effective value realization programs, the significance of seamless handoffs between pre-sales and post-sales teams, and the necessity of engaging the right customer levels to ensure successful outcomes. The conversation emphasizes the need for a mutual outcomes plan and the importance of measuring value post-implementation to prevent churn and enhance customer satisfaction.TakeawaysValue realization is crucial as many buyers regret their purchase decisions.Organizations must go on the journey with customers to achieve value.Handoffs between pre-sales and customer success teams are often problematic.Standardization in measuring customer success is essential.Post-implementation measurement of value is key to customer retention.Creating a mutual outcomes plan can bridge gaps between teams.Engaging executives in value realization discussions is vital.Customer success managers need tools to measure value effectively.The psychology of value perception must be managed throughout the customer journey.Delivering value is a mandatory focus for reducing churn and increasing satisfaction.Sound Bites“The handoff is really important.”“If you can’t prove the value, you’re going to scramble.”“The psychology transfer is key in the post sales value space.”“Delivering value is mandatory, not optional.”Chapters00:00 Introduction to Value Realization01:15 The Importance of Value Realization04:45 Challenges in Implementing Value Realization Programs08:21 Seamless Handoffs Between Teams11:36 Post-Implementation Success and Measurement13:36 Creating a Mutual Outcomes Plan18:20 Engaging the Right Customer Levels23:39 Final Thoughts on Value Realization

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Stephen Fowler, a sales performance consultant, to explore the significance of value selling in today's business landscape. They discuss the importance of a customer-centric approach, the transition to value selling, and the elements that contribute to successful value articulation. The conversation emphasizes the need for collaboration with customers, the role of leadership in fostering a value-centric culture, and the importance of continuous improvement in sales practices.TakeawaysValue selling is crucial for long-term customer relationships.A customer-centric approach leads to better renewal rates.The transition to value selling requires supportive leadership.Understanding the customer's strategic initiatives is key.Value selling involves navigating political relationships within organizations.Incremental improvements in value conversations can have a significant impact.Co-creating value with customers enhances credibility and trust.Sales teams need to focus on the renewal, not just the transaction.Empathy and curiosity are essential skills for successful value selling.Building a value-centric culture takes time and commitment.