Chief Executive Officer
Sponsor cross-functional alignment around a unique value proposition, increase sales and employee engagement, and keep the value proposition relevant in a rapidly changing market.
Value Props GTM solutions
Align your GTM — strategy, planning, enablement, execution and continuous innovation — with a unified playbook
No more silos for maximum market agility. Value Props gives GTM teams an unfair advantage at every stage of the customer journey.
Use cases
One playbook, five disciplines
Meet your company brain, shared by GTM teams & AI agents.
Define the strategy
- Analyse markets
- Design a GTM playbook
- Design market & solution positioning
- Design sales cards, scripts and pitches
- Design messaging
- Localise / translate GTM assets
Plan the operations
- Align teams
- Implement Balanced Scorecards (BSC)
- Implement Objectives & Key Results (OKR)
- Manage the organisation
- Manage fund raising
Enable teams
- Learn to articulate the value proposition
- Understand personas' priorities
- Learn to prospect, qualify, pitch and handle objections
- Practice with AI role plays
Execute the GTM
- Create awareness & educate prospects
- Orchestrate prospection campaigns
- Sell to new customers
- Onboard customers, drive usage & impact
- Sell more to existing customers
- Manage generative engine optimisation (GEO)
Innovate
- Share feedback & identify best practices
- Update positioning, sales cards and messaging
- Update presentations & conversation scripts
- Monitor the competition
- Manage solutions
The customer journey
Align the organisation on the whole journey, not only on the deal
Growth comes from helping your customers achieve their desired impact. The playbook covers the full journey, from acquisition to retention and expansion.
AwarenessProspects discover your brand
EducationLeads explore your solution
PrioritizationAlign on desired impact
SelectionSales conversations
Mutual commitBoth parties commit
OnboardingFirst impact achieved
RetentionRecurring impact
ExpansionUpsell, cross-sell, growth
AcquisitionRecurring impact
Who it is for
One playbook, shared by every GTM leader
Value Props is built for companies that sell innovative B2B solutions with a business team of more than 10 people.
Product Marketing leader (PMM)
Nail positioning and messaging fast. Align sales, marketing and product around a unified narrative, manage the playbook lifecycle, and see how messaging lands in real conversations.
Sales leader
Consistent messaging, faster ramp-up and more confident teams: reduce sales cycles, improve conversion of prospecting calls and opportunities, reduce customer acquisition cost.
Sales Enablement leader
Centralize knowledge so reps find the right message in seconds, turn messaging into behavior through practice and reinforcement, and close the feedback loop from the field.
Marketing leader
See your content actually used in customer conversations, design market positioning, and keep messaging in sync with market realities.
Customer Success leader
Reinforce value during onboarding, renewals and expansions with the same key value messages as the rest of the organisation.
Product leader
Make sure innovations are marketed: connect the roadmap with positioning, and use field feedback to secure product-market fit.
Fractional CRO
The part-time revenue architect who aligns Sales, Marketing and Customer Success around a single revenue engine: a ready-made operating system to design, align and stabilize it.
Value for the customer
The outcomes our customers pursue
Increase sales
Improve the conversion rate of prospecting calls and of sales opportunities.
Reduce sales cycles
Unified messaging removes uncertainty and accelerates buyer commitment.
Reduce customer acquisition cost
Stop paying for content and training that do not compound.
Secure product-market fit
Keep message-market fit as markets, competitors and customers evolve.
Reduce training time
Shorter ramp-up for commercial teams, with evergreen content and AI practice.
Improve knowledge & skills
GTM teams that master personas, problems, proof and methods.
Increase team confidence
Customer-facing teams enter every conversation with a clear value proposition.
Increase employee engagement
Shared ownership of the playbook across departments.
How success is measured
Customer performance indicators
The playbook links problems, value and indicators, so improvement is measured on what matters to your business.
- Average ramp-up time of GTM teams
- Sales confidence score
- Average order value (AOV)
- Average deal duration
Ready to make value your competitive edge?
Want to find out what your best salespeople are saying… that others aren't saying yet?
Book a free diagnostic session on your value proposition, or discover how the Value Props GTM playbook works.