In today's episode, Jack Cochran and Matthew James sit down with David Yockelson, Distinguished VP and Gartner Fellow, to discuss the evolution of value realization in tech sales. They explore how buyer behaviors have changed, the importance of understanding customer needs before leading with technology, and practical approaches for pre-sales professionals to shift towards value-based selling.

To join the show live, follow the PreSales Collective's LinkedIn page or join the PSC Slack community for updates. The show is bi-weekly on Tuesdays, 8AM PT/11AM ET/4PM GMT.

Follow the Hosts and Guest

• Connect with Jack Cochran: https://www.linkedin.com/in/jackcochran/

• Connect with Matthew James: https://www.linkedin.com/in/matthewyoungjames/

• Connect with David Yockelson: https://www.linkedin.com/in/david-yockelson-452324/

Links and Resources Mentioned

• Join PreSales Collective Slack: https://www.presalescollective.com/slack

• PreSales Collective newsletter: https://www.presalescollective.com/newsletter

Timestamps

00:00 Introduction

03:33 The current issues in tech

10:48 How to stop talking about your tech to focus on value

23:04 Understanding your customer’s business

27:55 The place of demos on the website

31:15 Practical approaches to shifting to value

Key Topics Covered

1. Changes in B2B Tech Buying

   • Diversification of buying teams

   • Shift from technical to business-focused decisions

   • Evolution of the buying process

   • Increased financial scrutiny on deals

2. Value-Based Selling Approaches

   • Understanding buyer personas and value drivers

   • Moving beyond technical features

   • Building and defending business cases

   • Articulating value to different stakeholders

3. Pre-Sales and Marketing Collaboration

   • Alignment between product marketing and SEs

   • Value modeling and demonstration strategies

   • Website demo effectiveness

   • Data collection and buyer insights

4. Interactive Demonstrations

   • Role of self-service demos

   • Converting website visitors

   • Collecting valuable user interaction data

   • Creating warmer sales conversations

5. Practical Implementation

   • Leveraging SE expertise across the sales cycle

   • Demonstrating impact on revenue

   • Supporting customer success and adoption

   • Documenting value contribution