Free OnDen guide for complex B2B sales
Build a value case your customer can defend.
A practical guide for complex B2B sellers. Learn how to connect your solution to customer strategy, quantify the business impact, expose assumptions and build a case Finance can believe.
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Practical. Evidence-led. No credit card.
What you'll be able to do
01
Start with the customer's strategy rather than your product.
Anchor the conversation in what the business is trying to achieve and why action is required now.
02
Turn current problems into measurable business outcomes.
Move from a described problem to a baseline, a target and a number the customer recognises.
03
Build a conservative value case Finance can test.
Ranges, named assumptions and full cost of ownership instead of an impressive single figure.
04
Tailor and prove the value across the buying group.
Different stakeholders judge value differently. Say the part each of them actually cares about.
The value case in one picture
- Customer strategy
- Current baseline
- Business problem
- Cost of inaction
- Future state
- Measurable outcome
- Customer validation
Every link in this chain is an assumption until the customer confirms it. Keep assumptions labelled as assumptions, and record who validated each number and when.
What's inside
- A useful definition of B2B value
- Discovery questions that move from problem to impact
- Five forms of value: financial, operational, strategic, risk and personal
- A disciplined six-step calculation
- ROI and payback logic without hiding assumptions
- Stakeholder-specific value
- A seven-question value check
How the guide labels evidence
Illustrative example. Every claim carries its evidence status.
- Customer confirmedBaseline: 12 hours per week lost to manual quote rework.
- Seller suppliedComparable deployments reduce rework by 40–60%.
- AssumptionAdoption reaches 70% within two quarters.
- UnknownInternal cost of the current workaround.
Get the guide free
Practical. Evidence-led. No credit card.