Preliminary Information

The Value Accelerator Framework is a free, strategic and tactical playbook designed specifically for the tech industry to master value-based selling and consistently exceed targets.

Rooted in over a decade of hands-on experience in B2B software and SaaS sales, and inspired by the most effective sales methodologies—including The Challenger Sale, SPICED, and GAP Selling—the framework delivers more than theoretical guidance. It provides practical execution steps, templates, and repeatable workflows to support vendors from the early design of their go-to-market foundation all the way through to winning complex customer engagements.

The Value Accelerator Framework is built upon two critical truths:

• Sales, marketing, and product must work together to create a unified, value-centric go-to-market approach. As long as these functions operate in silos, a true value-based transformation cannot happen. Collaboration is not optional—it is a prerequisite.

• Sales and marketing must be systematic, not based on intuition. Without structure, outcomes remain inconsistent and heavily reliant on the skills of a few individuals. A scalable and predictable revenue engine requires a standardized sales system that aligns messaging, qualification, engagement, and value articulation across the entire commercial organization.

Therefore, the Value Accelerator Framework must be seen as more than a sales methodology. It is a collaboration framework that can be adopted at scale across the entire vendor organization to align the operations of the key revenue-generating functions.

By standardizing the language, tools, and execution approach across teams, the Framework eliminates silos and enables cross-functional collaboration around what matters most: creating and realizing customer value.

The Value Accelerator Framework supports:

1. Sales

   The Framework provides a clear, step-by-step execution model for value-based and outcome-driven selling. It equips sales reps with strategies, tools, and conversation structures to lead impactful customer engagements—from the first discovery interaction to value-based pricing discussions and contract closure. It transforms individual selling behaviors into a repeatable system that improves win rates, deal quality, and sales cycle length.

2. Marketing

   The Framework guides marketing teams in designing and executing insight-led campaigns that engage prospects early in their decision process. It enables marketers to develop content that creates urgency for change, challenges customer assumptions, and leads them toward the vendor’s unique strengths. Importantly, it creates a shared foundation for collaboration with sales and product teams to align messaging with real customer priorities.

3. Product management

   When the Value Accelerator Framework is applied at its full potential—including the use of the Value Accelerator App—it becomes a powerful system for product Management as well. It supports product teams in collecting structured feedback from customer engagements and transforming it into data-driven, outcome-centric product strategies. The Framework helps align product decisions with validated customer needs and facilitates cross-functional collaboration with sales and marketing to co-create high-impact sales enablement materials. This leads to more relevant roadmap planning, better go-to-market alignment, and higher ROI on both product development and commercial efforts.

Target Users Of The Value Accelerator Framework

The Value Accelerator Framework is designed for B2B vendors that want to move from a product-centric approach to a value-based way of selling and marketing. It helps organizations align product, marketing, and sales teams around what matters most: delivering measurable outcomes for their customers.

The framework is especially useful for vendors with complex solutions, where success depends not only on product features but on the ability to clearly communicate business value. It is well suited for companies undergoing business model changes, such as shifting to subscription or “as-a-service” models, or launching digital offerings.

It also brings strong value to vendors that are organizing their go-to-market strategy around specific industries or verticals. In these cases, the framework helps build structured and repeatable engagement models that support long-term growth and differentiation.

Pillars of the Value Accelerator Framework

The Value Accelerator Framework is inspired by the most proven and effective value-based sales methodologies in the B2B industry. It brings together the best ideas from sales, marketing, and customer engagement research to create a practical and comprehensive system.

The framework builds on the principles of:

• The Challenger Sales Model by Matthew Dixon and Brent Adamson

• The Challenger Customer by Matthew Dixon and Brent Adamson

• Sense Making by Gartner

• Start with why by Simon Sinek

• MEDDIC by Dick Dunkel

• SPICED by Winning by Design

• GAP Selling by Keenan

• The broader discipline of value-based selling

These models emphasize the importance of teaching customers something new, focusing on outcomes rather than features, and building trust through commercial insight. The Value Accelerator integrates these ideas into a repeatable framework that helps vendors lead high-impact sales conversations, drive alignment, and deliver measurable value.

You can find explanations of key terms and concepts used throughout the framework in the Glossary section of this wiki.

Structure of the Value Accelerator Framework

The Value Accelerator Framework looks at the entire value-chain of the vendor-customer engagement, starting from the strategic activities that vendors execute before engaging with its customers, and until the specific sales activities executed with each customer.

Framework Phases

The Value Accelerator Framework organizes all activities into two distinct phases, reflecting the natural progression from market preparation to customer engagement:

Pre-Engagement Phase

This phase focuses on preparing the vendor’s commercial foundation before individual sales opportunities begin. It provides guidance on how to design, structure, and distribute insight-led marketing messages that spark interest and inspire customers to take action.

The Pre-Engagement Phase is not executed for every customer. Instead, it defines the strategic sales and marketing approach the vendor uses to address a specific target market or vertical segment.

Engagement Phase

This phase begins when the vendor starts interacting directly with a qualified customer opportunity. It offers step-by-step tactics and tools to guide the sales Rep through the full customer journey—from the first conversation through to commercial agreement.

All activities in the Engagement Phase are executed with individual customers and are designed to lead to faster alignment, stronger value articulation, and improved commercial outcomes.

Framework Milestones

The Value Accelerator Framework is built around a series of clearly defined moments in the vendor-customer engagement journey that have a direct impact on success. These critical moments are always the same and follow a fixed sequence. We call them Milestones.

Each Milestone represents a core building block of the Framework. It includes a specific set of activities that, when executed correctly, help move the customer engagement forward in the most effective and efficient way.

The Framework provides detailed instructions, methodologies, and tactics to guide vendors through each Milestone. By following this structure, vendors can reduce complexity, increase deal velocity, and create stronger alignment with the customer.

The Value Accelerator Framework is scalable and adaptable. It can be applied to both:

• Simple, transactional sales cycles, and

• Complex, enterprise-grade engagements involving multiple stakeholders.

Depending on the situation, some Milestones can be executed or skipped, as long as the sequence and overall logic of the Framework are respected. The goal is always to help both the vendor and the customer realize value as quickly as possible.

To ensure proper execution, Milestones are numbered from -2 to 6:

• Pre-Engagement Phase: Milestone -2 to 0

• Engagement Phase: Milestone 1 to 6

Each Milestone also has a unique name, making it easier for teams across sales, marketing, and product to align and collaborate—both internally and with the customer.

Milestones Content

The content of the Value Accelerator Framework is fully structured around its Milestones. Each Milestone includes a comprehensive set of elements that guide the vendor through why the Milestone matters, how to execute it, and what tools are required to support successful delivery.

For every Milestone, the Framework provides:

• Introduction: A short overview of the Milestone, including whether it is mandatory or optional, depending on the engagement type and complexity.

• Purpose: A clear explanation of why the Milestone is important and what it helps the vendor and customer achieve.

• Methodology: A description of the underlying principles and external models (e.g., Challenger, SPICED, GAP Selling) that support the logic and structure of the Milestone.

• Execution: Detailed, step-by-step instructions, including best practices, tactics, and the internal roles required for effective execution. This ensures every team involved knows their responsibilities and how to contribute.

• Quality Gates: A set of criteria to evaluate whether the Milestone has been successfully completed and whether the engagement is ready to move forward. Quality Gates are:

  • Action-based – tied to specific activities taken by the customer or vendor

  • Objective – clearly defined and not open to interpretation

  • Binary – the outcome is either “yes” or “no”; there is no grey area

• Sales Enablement Artifacts: Practical tools and templates to support execution. These may include presentations, questionnaires, canvases, checklists, or calculators—tailored to the specific objectives of each Milestone. Artifacts make the methodology tangible and actionable during customer-facing conversations.

Need help? Visit the Value Accelerator Academy!

The Value Accelerator Academy is your go-to resource for turning value-selling into a habit and driving predictable revenue.

It offers both free and premium on-demand training, with over 10 hours of content covering every Milestone of the Value Accelerator Framework. Each module includes:

• Actionable lessons

• Real-world examples

• Guided steps to build mastery across all phases of the Framework

In addition to training, the Academy provides a full set of tools and templates to help you tailor the Framework to your specific sales motion—whether you’re leading transactional deals or enterprise engagements.

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