FAQs About the Value Accelerator Framework

Where can I get more support with the Value Accelerator Framework?

For structured training and support materials, visit the Value Accelerator Academy. The Academy provides free and premium on-demand training with over 10 hours of video lessons, real-world examples, and downloadable templates aligned to every Milestone.

Explore lessons, tools, and techniques designed to help sales reps and marketing teams adopt value-based selling habits and drive predictable revenue.

Why is the Value Accelerator Framework free?

The Value Accelerator Framework is based on a principle of ethical collaboration. It promotes the idea that vendors and customers can create more value together through trust, transparency, and alignment.

Making the Framework freely available is a commitment to this belief. It demonstrates that sales transformation does not require proprietary black boxes—it requires structured, customer-centric action. By keeping the methodology open and accessible, we aim to accelerate the adoption of ethical, value-based sales practices across the B2B landscape.

Does the Value Accelerator Framework consider the complexity of enterprise B2B sales?

Yes. The Framework is designed for complex, multi-stakeholder engagements as well as simpler, transactional deals.

Each Milestone can be applied to different Buying Groups and stakeholder clusters. In enterprise sales, Milestones may need to be executed multiple times, either sequentially or in parallel, depending on the complexity of the customer organization. The Framework provides the flexibility and structure needed to navigate such dynamics.

Does the Value Accelerator Framework increase customer acquisition costs?

No. The Framework helps reduce waste and prevent friction later in the sales cycle by focusing on early qualification, alignment, and structured discovery.

By executing the right actions at the right time, vendors reduce unnecessary iterations and increase win rates. Vendors can tailor the depth of Milestone execution based on opportunity size and complexity—skipping optional Milestones when appropriate. This modularity ensures resources are used efficiently and cost-effectively.

Does the Framework include post-sales activities?

No. The Value Accelerator Framework covers only the pre-sales and engagement phases, from the initial marketing strategy to contract signature.

Post-sales phases such as implementation, delivery, support, or customer success management are intentionally excluded. However, the Framework creates the foundation for successful delivery by ensuring alignment, commitment, and shared expectations during the engagement phase.

Can the Framework be used in engagements with multiple vendors?

Yes. When more than one vendor is involved, the Framework assumes that one vendor will take the lead and orchestrate the engagement.

That leading vendor should execute the Framework and coordinate contributions from other partners. The other vendors or partners contribute as Subject Matter Experts, presenters, or participants across relevant Milestones. This allows the Framework to remain effective even in partner-driven or ecosystem-led opportunities.

Are the Milestones executed free of charge for the customer?

It depends on the vendor’s commercial strategy.

In many cases, vendors choose to execute the Milestones as part of pre-sales. However, for high-value workshops like the Value Design Workshop, vendors may charge a fee, especially when custom analysis or preparation is required. Vendors offering consulting services may also choose to monetize specific Milestones.

In all cases, vendors must clearly communicate which activities are billable and which are not.

Why is the Business Case Milestone placed near the end of the engagement?

The Framework introduces an initial business case during the Value Presentation Milestone. However, the full Customer Business Case is developed later, during Milestone 5, once the customer has built enough trust to share financial, operational, or strategic information needed for a credible calculation.

This sequencing enables a realistic, data-driven business case that reflects both the customer’s needs and the value the vendor can deliver.

Can I apply the Framework to existing customer engagements?

Yes. The Framework works with both new and ongoing engagements.

If a vendor joins mid-engagement or wishes to incorporate the Framework retroactively, they should map out which Milestones have already been executed, then plan how to complete any missing ones. Even if some Milestones have been performed informally, aligning them with the Framework terminology helps establish structure and accountability going forward.

Can senior sales executives adopt the Framework?

Yes. In fact, many senior sales executives are among the earliest adopters.

What sets the Value Accelerator Framework apart from traditional sales methods is its emphasis on:

• Milestone sequencing: Encouraging a clear structure instead of reactive tactics.

• Value-first conversations: Replacing technical demos with Value Discovery Meetings that uncover the customer’s business drivers.

Senior professionals benefit from using the Framework to coach junior reps, improve forecast accuracy, and accelerate complex deals.

Is there a specific Milestone for reference visits?

No. The Value Accelerator Framework does not include a dedicated Milestone for reference visits to maintain flexibility and avoid introducing unnecessary constraints into the customer engagement process.

However, reference visits are most effectively scheduled during Milestone 4: Value Demonstration. At this point in the engagement, the customer has already explored use cases, reviewed the offering, and validated technical fit. This ensures the reference visit reinforces key messages and provides reassurance ahead of the commercial decision.

Conducting reference visits too early can slow down the engagement and divert attention from the value-selling process. Vendors are encouraged to use them as a supportive tool during the Value Demonstration Milestone, when the impact is highest for all parties involved.

What if the customer requests a different type of workshop?

The Framework proposes a new type of workshop—the Value Design Workshop—in Milestone 3. It draws from multiple methodologies and focuses on collaborative problem-solving and hands-on mapping of customer needs and priorities.

If the customer asks for a design thinking workshop, innovation session, or similar format, vendors should integrate the requested format into the Value Design Workshop structure—or run the two sessions back-to-back.

Can I show the Framework to customers?

Yes. In fact, vendors are encouraged to share the Engagement Phase of the Framework with customers.

Doing so builds transparency and shows that the vendor follows a proven, structured approach to delivering value. Customers appreciate clarity, especially in complex sales cycles, and the Framework helps position the vendor as a strategic, trustworthy partner.

Does the Framework address RFI and RFQ processes?

Not directly. The Framework is focused on the pre-tender phase, when vendors still have the ability to influence the customer’s mental model and decision criteria.

Once an RFI or RFQ is issued, vendors often lose this influence, and competition shifts toward price. By applying the Framework before tenders are issued, vendors can shape the customer’s thinking and improve their position when the formal process begins.

Can the Framework be used for transactional opportunities?

Yes. While the Framework is designed for value-based sales, it can be applied to transactional sales by reducing the number of Milestones executed.

For smaller deals, vendors may combine Milestones (e.g., Value Presentation + Decision & Agreement) or skip optional activities such as in-depth technical validations. The structure remains useful even in simplified form, helping the sales rep avoid shortcuts that would otherwise reduce win rate or deal size.

Can the Framework be used by marketing teams?

Yes. The Framework includes Milestone -1: Value Narratives and Milestone 0: Lead Generation, both of which are specifically designed for marketing teams.

The Framework emphasizes collaboration between marketing, sales, and product, ensuring a unified go-to-market motion. Marketing plays a critical role in building Learning Journeys, defining Ideal Customer Profiles, and qualifying early-stage leads with value-based messaging.

Need help? Visit the Value Accelerator Academy!

The Value Accelerator Academy is your go-to resource for mastering the Value Accelerator Framework.

It includes:

• On-demand training with actionable video lessons

• Real-world examples and best practices

• Downloadable templates and calculators

• Role-specific tracks for sales reps, marketers, and product teams

Start learning at your own pace and turn structure into results.

Let me know if you’d like this FAQ formatted for a PDF or integrated directly into your current documentation.