The Value Coach’s Playbook – Part 1: Quantify Value

Format: Whitepaper

Posted in Product Management, Product Marketing


Value Management and Value Selling are proven strategies to improve B2B commercial performance and profitability. Sustainable Value Management seldom happens by accident. Top-performing B2B businesses implement programs and disciplines to embed these efforts. Value management starts with good quantification. Great coaches make the difference in building team capabilities in Value management. 

In this white paper, we share value coaching best practices to get the best performance out of “midfielders” in setting product strategy, understanding segments, structuring offerings, setting value based prices, and enabling value sellers to win more deals. Coaches can help even experienced teammates to improve the quality and clarity of their Value Propositions. With proper coaching, marketers and product managers will be able to:

  • Frame the discussion by preparing to quantify Value.
  • Differentiate and identify sources of Value.
  • Quantify and Dollarize Value.
  • Provide balance by detailing negative value drivers.  
  • Utilize competitive intelligence to make apples-to-apples comparisons.


Peyton Marshall, Ph.D. is CEO of LeveragePoint. Previously, he served as CFO and Acting CEO at PanacosPharmaceuticals, Inc., CFO of EPIX Pharmaceuticals, Inc. and as CFO of The Medicines Company through their initial public offering and commercial launch of Angiomax®. Previously, he was an investment banker in London at Union Bank of Switzerland, and at Goldman Sachs where he was head of European product development. He has served on the faculty in the Economics Department at Vanderbilt University. Dr. Marshall holds an AB in Economics from Davidson College, and a Ph.D. in Economics from the Massachusetts Institute of Technology.

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