B2B buyers expect vendors to deliver content that not only informs, but also demonstrates a deep understanding of their unique challenges and business goals. Yet, research reveals a significant disconnect between what buyers seek and what vendors provide.
To bridge this gap, organizations must adopt a value-driven storytelling approach that resonates personally with buyers, delivers proof of tangible value, and builds trust in the achievability of positive outcomes.

With frugalnomics remaining in effect, the appetite for longer-term payback on IT investments is waning.

Gone are the days when stakeholders were willing to wait a year or more to see measurable returns.

As technology providers navigate Frugalnomics in the New Year, Gartner has identified critical trends that demand immediate attention. These trends emphasize the urgent need for transformation in go-to-market (GTM) strategies to counteract emerging challenges and capitalize on opportunities. Ignoring these insights could result in significant setbacks for businesses.

In this article we explore two high-priority trends and their implications.

Across the fifty Value Coffee Talk episodes produced and published in 2024, here are the top 5 most popular – covering everything from the need for better value articulation for CROs, to best practices in value storytelling, quantification, adoption and realization.

Your prospects are faced with too many solution options, too few resources, and are spending less time with solution providers during the decision making process. As a result, it’s now much harder to build meaningful connections, inspire buyers to make a decision, and differentiate from the competitive options.

Research shows that a well-defined Point of Value (PoV) presentation, rooted in value storytelling, can be a powerful tool to break through the noise, communicate urgency, and quantify the outcomes you deliver.

Here’s why crafting a compelling PoV presentation is essential and how it helps you stand out.

As 2025 approaches, Go-to-Market (GTM) teams are reflecting on what worked—and what didn’t.

Despite best intentions, many teams are held back by lingering “Bad Value Habits” that undermine success in sales, marketing, and customer success. The New Year can be a perfect time for a reset.

Let’s break down the five bad habits to leave behind and the transformative impact of adopting better practices.