After discovering LeveragePoint through another 3M business unit, Cunningham led a cross-functional effort spanning sales leadership, marketing, application engineering, and field reps to build VMAX, a customized value-selling platform organized around six key value categories. Rollout was framed as a sales accelerant rather than a bureaucratic add-on, reinforced through train-the-trainer programs, regional enablement, SOPs, and KPI accountability.
The payoff has been substantial. Win rates have climbed, pricing conversations are now grounded in documented data rather than opinion, and stakeholder alignment happens faster across operations, engineering, and purchasing. VMAX has proven especially powerful on large, multi-location accounts, where business development managers aggregate results into enterprise-wide value stories tracked over multiple years. It has also deepened distributor relationships and preserved institutional knowledge that used to live only in individual reps’ heads. As Cunningham puts it: “We had always believed in value selling. LeveragePoint gave us a professional, scalable way to operationalize it.”
