In B2B sales, your message isn’t just a script—it’s your strategy. It shapes how buyers perceive your value, how sales teams differentiate in crowded markets, and how revenue teams justify solutions to skeptical CFOs.

That’s why your value message needs to be more than a one-time workshop. It must evolve with your business, adapt to your market, and activate real performance across your go-to-market (GTM) teams—from first conversation to customer renewal.

Software buyers in 2025 are more informed, more cautious, and more willing to reconsider their buying decisions mid-flight than ever before.

Gartner’s latest research, based on insights from 3,500 buyers, paints a fascinating picture of how organizations approach software investments. While the landscape is filled with opportunities, it also presents significant challenges that software vendors must navigate strategically.

The promise of AI is everywhere. From predictive analytics to autonomous decision-making, AI solutions are transforming industries, accelerating innovation, and reshaping competitive landscapes. Yet, despite the excitement and beyond a few implementations, overall B2B AI adoption remains a challenge.

The reason? AI isn’t just another software solution—it demands clear, quantifiable value to break through. Without a compelling value narrative, AI risks becoming another expensive experiment rather than a must-have business enabler.

B2B technology purchasing has never been more intricate. As organizations face increasing technological complexity and budgetary scrutiny, the number of stakeholders involved in making software and IT investments has steadily climbed.

The era when a single executive could make a purchasing decision is long gone. Instead, today’s software buying process is shaped by a web of decision-makers, influencers, and evaluators, each playing a critical role in shaping the outcome.

Early and growth stage B2B forms have been primarily driven by product-led growth (PLG), leading with product demos, downloads, proof of concepts and a feature function approach. This works well initially, getting tech and user buyers to commit, but surprises many GTM teams when it hits a wall. In this article we discuss the need for adding a Value-Led Growth approach.

How to build a holistic, programmatic approach to transforming your organization into a value-first powerhouse. This strategy starts at the very top with CEO sponsorship and ripples through every department.
Read for four key steps to guide you on this journey.

B2B solution providers are facing a perfect storm in their go-to-market (GTM) strategies. What once worked—particularly a pure Product-Led Growth (PLG) approach—no longer delivers the same results, especially as companies mature and their markets saturate. Recent data points paint a grim reality:
•Two-thirds of deals stall or are lost to “do nothing” (Pavilion).
•Two-thirds of sellers fail to hit quota (Pavilion).
•Two-thirds of buyers regret their purchase before the ink even dries (Gartner).
•25% – more companies than ever are seeing higher churn rates (Paddle).

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.