As B2B solution providers become increasingly focused on delivering measurable outcomes to their customers, the shift toward value-driven strategies is reshaping sales, marketing, and customer success. Value management, value consulting, and value enablement are no longer niche capabilities—they’re becoming essential for winning and retaining customers in 2025 and beyond.
Here are five key predictions for how value-focused strategies will evolve in the coming year, along with the challenges companies must overcome to realize these outcomes

For any tech company in a growth phase, proving product value and aligning it with a customer’s strategic goals is essential.

As more buyers demand measurable ROI and comprehensive financial justification, tech companies need skilled value engineers and consultants to support the sales process. These experts develop the proof points, ROI analyses, and CFO-ready business cases that today’s buyers expect.

But for companies without established value engineering teams, the decision to hire full-time staff or leverage fractional consultants is critical—and for many, fractional support is the clear choice.

A myriad of sales and retention obstacles remain to overcome in order to close out 2024 strong, and set the stage for an even better 2025.

Data from Pavilion’s Q3 2024 Pulse Report shows that 61% of sellers are still struggling, failing to meet year-to-date quotas. A paltry 16% of sales professionals are actually exceeding their targets, effectively carrying the weight of their teams.

As the new year approaches, sales leaders everywhere are finalizing their plans for the 2025 Sales Kickoff (SKO). The stakes are high— as your SKO sets the tone for the entire sales year, aligning teams, energizing sellers, and laying the groundwork for success.

In 2025, it’s time to embrace a value-focused approach—and this begins at your Sales Kickoff.

As Halloween approaches, the chills creeping down the spines of B2B go-to-market (GTM) leaders aren’t from ghost stories but from the frightening state of buyer confidence and satisfaction.

For sales, marketing, customer success, sales enablement, and value consulting teams, the latest research paints a haunting picture of decision-maker regret, declining deal quality, and an overall lack of confidence.

With increasing pressure to prove ROI for every purchase, tech professionals are critically evaluating their vendors and, in many cases, making bold decisions to switch.

This presents both a challenge and an opportunity for tech businesses. On the one hand, the market is ripe with potential customers seeking better solutions. On the other hand, many of your current customers are also evaluating alternative options, which means retaining them requires a renewed focus on delivering value and proving ROI.

Achieving tangible outcomes is often elusive. Yet, companies that prioritize value creation from the outset of their transformation efforts are twice as likely to achieve the desired benefits and outcomes. Why it is so important for CFOs to assure value focus on all digital transformation efforts, and why tech vendors need to assure this value is proposed and truly realized.

Despite the clear advantages, the adoption of value selling remains low. This reluctance can often be attributed to a lack of understanding, inadequate training, or insufficient confidence among sales teams in articulating value effectively.

This highlights a significant opportunity for B2B sales organizations: to increase adoption and effectiveness of value selling through targeted value coaching.

Delivering value through content marketing is more than a strategic advantage—it’s a necessity for B2B marketers.
As customers seek solutions that offer clear returns on investment, marketing content must evolve to meet these expectations effectively. Engaging prospects through value-focused content not only educates them about your products or services but also demonstrates tangible benefits, building trust and facilitating the buying decision process. Here’s a look at various types of value-focused content and how each can significantly enhance your marketing strategy.

During a recent Enterprise Value Collective Jam Session, Value Consultant and Engineering leaders gathered to address the pressing challenge of value adoption. The session focused on sharing advice around one critical question: “How do we drive adoption?” The collective’s insights shed light on the obstacles to adoption and offered actionable solutions to ensure more sellers embrace value selling and unlock its full potential, with the top advice captured here.

A well-crafted customer case study does more than just showcase your product’s capabilities; it tells a story that resonates, engages, and inspires action. It turns dry statistics into a narrative that potential customers can see themselves in—that shows not just what your solution does, but how it makes a real difference.