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A new framework for value selling that actually works—especially with CFOs
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This week’s research note includes:
GTM Research: 9 GTM Shifts You’ll Need to Make by 2026
GTM OS Certified Partner Spotlight: Michelle Killebrew at Pegasus Strategy
Upcoming Events and Access
Research: A new framework for value selling that actually works—especially with CFOs
We all say we sell on value.
But are we really?
Most of us are still stuck in the old ROI loop:
“Spend $1 with us, get $3 back.”
Nice in theory.
But it rarely works in practice, especially in complex B2B deals where attribution is murky, adoption is slow, and the CFO is always lurking.
That’s why we created a Value Selling Masterclass: because value selling today needs a serious upgrade.
And Mike Genstil, founder of ValueCore, is the expert to teach it.
The Problem with Most Value Selling
In theory, selling on value sounds like the holy grail.
But in practice, most teams struggle with:
Inconsistent ROI stories across sales, marketing, and CS
Confusing the buyer with fuzzy or inflated claims
Getting ghosted by the CFO because the math doesn’t add up
Training reps to sell impact when they’re used to selling features
Investing in great tech but failing to actually prove its value
Sound familiar?
It’s not that ROI doesn’t work. (It does). It’s that you’re probably doing it wrong.
Reframing ROI: 5 Types of Value Every GTM Team Should Know
Through our research and Mike’s 20+ years of work with top B2B orgs, we’ve found that ROI isn’t one thing. It’s five:
Attributable ROI: Clear, direct impact on revenue. This is the winning zone.
Transformational ROI: Change-the-game outcomes. Think “what did we do before this?”
Efficiency ROI: Time savings and streamlined processes.
Necessity ROI: Table stakes. Everyone needs it, but price often wins.
Financial Engineering: Moving CapEx to OpEx, smoothing cash flow, or improving tax position.
If you can’t clearly articulate which of these buckets you fit into—and back it up with credible data—you’re in what we call the muddy middle.
And that’s where deals go to die.
What CFOs Actually Want
If you're asking for a $100K deal, your ROI case better show:
Hard cost savings of at least $1.2 to 5x
Or productivity gains worth 10x-30x
Or revenue growth potential 5x-20x
Or risk mitigation worth 10x the investment
Or financial engineering worth 0.5x-5x
Why? Because CFOs discount soft benefits.
They assume risk.
They need real math that holds up in a spreadsheet—and a story that holds up in a boardroom.
If your “value prop” doesn’t make them nod, you’re done.
From Good to Great: Building a Repeatable Value Engine
The best teams don’t wing it. They:
✅ Standardize value frameworks across sales, marketing, and CS
✅ Connect value to customer KPIs, not just features
✅ Use calculators, visual models, and tailored benchmarks
✅ Train reps to tell the story in a CFO-proof way
✅ Show real post-sale outcomes—not just projections
This is where value selling becomes a system, not a script.
And that’s what this course delivers.
Real Talk: This Isn’t Just About Better Decks
Value selling isn’t about a prettier proposal.
It’s about:
Fewer slipped deals
Higher ACVs
Better sales-marketing alignment
Stickier customer relationships
And ultimately, faster revenue growth
This is the kind of selling buyers expect now.
And the kind that wins.
Want to Learn It? Watch the Masterclass.
Mike Genstil walks through:
The 5 ROI buckets (with live examples and math)
How to build trust with skeptical buyers
What it takes to sell value at scale
How to avoid the muddy middle—and win the CFO
Tools and tips for rolling this out with your team
📺 Watch the Masterclass on Value Selling (regularly priced at $499, GTMonday readers can take it at no cost with code: valueselling100)
📘 Bonus: You’ll get templates, examples, and visuals to apply the framework immediately.
Use code: valueselling100 to get the masterclass at no cost.
GTM Certified Partner Spotlight: Michelle Killebrew at Pegasus Strategy
AI-Driven Strategy & Fractional Leadership for Scalable Growth
Pegasus Strategy Co. isn’t just another marketing shop—it’s a team of seasoned Silicon Valley GTM strategists (led by Michelle Killebrew) offering fractional executive leadership (CMO, CRO), AI-powered GTM strategy, and full-funnel revenue acceleration. Their approach combines causal analytics, automation, and cross-functional alignment to drive predictable growth and long-term competitive advantage.
From early-stage SaaS startups to $500M+ global enterprises, Pegasus helps B2B and B2B2C companies navigate market inflection points, align around product-market fit, and transform their go-to-market strategy with speed and precision.
Whether you need a strategic roadmap, AI-readiness assessment, or hands-on leadership across marketing and sales, Pegasus delivers measurable impact while leveling up your internal team for sustainable success.
The future of GTM is agile, AI-enabled, and insight-led.
Pegasus Strategy Co. is here to help you lead it.
Learn more: Pegasus Strategy Co Partner Page →
If you’d like to be a certified GTM Partner like Michelle and many others, we’d love to talk to you about how to make that happen.
Upcoming Events: Where We’ll Be Speaking in 2025
(DM Sangram for a discount code to attend or to get slides after the talk)
Operationalizing Your GTM with Data (hosted by ScaleMatters), July 30
INBOUND (hosted by Hubspot), September 3-5, San Francisco
DRIVE 2025 (hosted by Exit Five). September 10-11, Burlington, VT
Usage Economy Summit (hosted by LogiSense) Nov 5, San Francisco
Love,
Sangram and Bryan
p.s. Access GTM University | Hire GTM OS Certified Partners | Read Fractional Friday
