Introduction

Milestone 2: Value Presentation marks a pivotal stage in the Engagement Phase of the Value Accelerator Framework. It builds on the insights gathered during Milestone 1: Value Discovery and lays the groundwork for generating internal consensus and commercial traction within the customer organization.

This is a mandatory Milestone of the Value Accelerator Framework.

All prior activities are designed to validate that the vendor is pursuing a qualified opportunity aligned with the customer’s strategic priorities.

Milestone 2: Value Presentation begins only after the quality gates of Milestone 1 have been passed—confirming that the customer has a problem worth solving, that there is urgency and impact, and that key stakeholders are engaged.

The objective of this Milestone is to align the vendor’s value proposition to the customer’s specific goals, challenges, and decision-making process—enabling a tailored, insight-driven message that resonates with the buying group and differentiates the vendor in the competitive landscape.

Purpose

Milestone 2: Value Presentation is where the vendor transitions from exploration to solution framing. The goal is not to present a generic product overview, but to demonstrate how the vendor’s offering creates specific value in the context of the customer’s business goals, pain points, and decision dynamics.

This Milestone is grounded in the insights uncovered during Milestone 1: Value Discovery. A successful Value Presentation relies on a clear understanding of the customer's current situation, the impact of the problem, the urgency to act, and the roles of key stakeholders.

In the traditional sales approach, the sales pitch is typically delivered using a standard deck that is reused across all customers. This generic presentation lacks relevance and fails to resonate with the customer’s unique context. Sales reps following this method often skip the discovery process altogether and rely on a templated narrative that focuses on features rather than value.

The Value Accelerator Framework challenges this approach.

Instead of defaulting to a standard sales deck, Milestone 2 requires sales reps to tailor the sales narrative and pitch based on the specific outcomes of the previous milestone. Every message, insight, and proof point shared in this stage should reflect what was learned during Value Discovery—ensuring the presentation is not only relevant but persuasive.

This Milestone also has a forward-looking purpose: to create a mutually agreed roadmap to deal closure. This includes identifying any remaining validation steps, aligning stakeholders, and confirming the buying process and timeline.

By the end of this Milestone, the customer should be able to clearly answer:

• Is the proposed solution the right fit for our problem?

• Is now the right time to act?

• Are we ready to move forward with this vendor?

And the vendor should walk away with:

• Confirmation of solution fit and internal alignment

• Validation of next steps toward technical and commercial closure

• A clear path to move from engagement to decision.

Methodology

Structure of the Presentation

The presentation delivered in this Milestone must be custom-built using the insights collected during the Value Discovery Milestone. It should guide the customer through a logical, persuasive narrative—reframing the problem, demonstrating urgency, showcasing credibility, and co-building a roadmap to a confident buying decision.

Below is the recommended structure for the Value Presentation pitch:

1. Opener

Start with a compelling fact, question, or commercial insight that immediately captures attention.

• Ensure it directly relates to the customer’s situation.

• Aim to trigger curiosity and establish relevance early.

General number of slides for this section: 1

2. Situation & Problem

Reframe the customer’s current situation and related problem using their own language captured during discovery.

• Reflect the specific issue and how it impacts their KPIs.

• Highlight the underlying root causes.

• Signal you understand the business context—not just the symptoms.

General number of slides for this section: 2-3

3. Impact

Quantify the consequences of not addressing the problem.

• Include financial, operational, and strategic implications.

• Use real or estimated figures based on customer input.

• Position inaction as a cost to the business.

General number of slides for this section: 1-2

4. Relevance & Urgency

Link the problem to both short-term priorities and long-term strategic goals.

• Explain “why now?”

• Anchor urgency in current initiatives or deadlines (e.g., sustainability targets, budget cycles).

General number of slides for this section: 1-2

5. Question: Problem Confirmation

After presenting urgency and relevance, the sales rep should pause and ask:

“Do you agree this is a problem worth solving now?”

If the customer says no, the rest of the meeting should shift focus to re-executing a Value Discovery (Milestone 1) instead of progressing the pitch.

6. Industry Approach

Present how similar companies typically solve this problem.

• Include 2–3 industry-recognized approaches, not just your solution.

• Be transparent about trade-offs and implementation risks.

• Embed your Commercial Insights as the “missing link” that highlights the right approach.

This section is about informing the most common approaches in the customer’s industry for tackling the aforementioned problem. Objective is to highlight the differences between the approaches and explain why the vendor suggests a certain approach.

General number of slides for this section: 2-3

7. Question: Approach Confirmation

After presenting the solution approach, ask:

“Do you agree with this approach to solving the problem?”

If the answer is no, return to discovery. You may have misread either the problem or the customer’s vision for a solution.

8. Value Proposition

Now introduce your offering in direct connection to:

• The specific impact and outcomes the customer want to achieve

• By explaining what your offering is and how it helps to solve the customer challenges to unlock the business impact

Be clear and concise. Use tailored storytelling, visuals, or product walkthroughs instead of exhaustive features.

General number of slides for this section: 1-2

9. Reference (Social Proof)

Use a relevant success story to strengthen credibility.

• Highlight a customer with a comparable situation, industry, or size.

• Describe what was done and the results achieved.

• Focus on outcomes and decision logic, not just technical specs.

If a direct reference is not available, share an applicable third-party success story—but only if the solution approach is comparable and credible.

General number of slides for this section: 1-2

10. Question: Partnership Confirmation

Following the value proposition, ask:

“Do you believe we’re the right partner to solve this with you?”

Based on the customer’s response:

• Yes: proceed to roadmap.

• Yes, but...: explore objections and gather missing information.

• No: investigate the root cause and consider disqualification if misalignment persists.

11. Roadmap to Decision

End the conversation by co-creating a mutual action plan that defines the path to a buying decision.

• Include key activities (e.g., stakeholder workshops, technical validation, business case alignment).

• Clarify responsibilities on both sides.

• Suggest realistic timelines and milestones.

Notes:

• The sales rep must lead the roadmap discussion with a confident recommendation based on best practices.

• The customer must co-own the roadmap—validate, adjust, and confirm the steps that lead to internal alignment and closure.

Final Suggestions:

• Add a slide or visual template in your materials summarizing the roadmap format.

• Consider reinforcing each alignment question visually in your pitch deck to structure dialogue around them.

Execution

The Value Presentation Milestone is a critical event, typically conducted once per stakeholder group, unlike Value Discovery, which is a continuous process.

To execute this Milestone, vendors should perform the following activities:

1. Confirm Stakeholder Participation

2. Define the Outcome of the Meeting

3. Tailor and Structure the Pitch Deck

4. Execute Value Presentation

5. Follow Up and Document Outcomes

The execution of this Milestone falls into the responsibility of the sales rep.

In the sections below you can find detailed instruction on how to execute the Milestone.

1. Confirm Stakeholder Participation

To move the deal forward, it is essential to have decision makers or Mobilizers present during the pitch. These are the individuals who can address the Value Presentation questions and make key decisions.

While it may not always be possible to involve them from the first interaction, decision makers and Mobilizers must be identified and engaged during the Value Discovery process to ensure their participation during the Value Presentation Milestone.

2. Define the Outcome of the Meeting

The sales rep must clearly define the desired outcome before the pitch. The following questions can guide this process:

• What is the key message of the pitch?

• Why should the customer’s decision makers be interested?

• What decision must the customer make at the end of the pitch?

3. Tailor and Structure the Pitch Deck

The pitch should not be focused primarily on selling the product, but on the customer’s problem and its business impact. At least 60% of the content should focus on the customer’s challenges and the solution strategies within the industry. The remaining content can then address the vendor’s value proposition.

Use Slide Messaging Intentionally

Each slide should be concise, with a maximum of one sentence or a few bullet points. The sales rep should serve as the primary source of information, not the text on the slide.

Too much text can shift the audience’s focus away from the presenter. Additionally, each slide should convey only one message. If multiple messages are being communicated, split them into separate slides.

Make It Personal and Visually Compelling

Personalizing the content related to the customer’s problem is key. Visuals that reflect the customer’s specific situation should be used, rather than just adding a customer logo.

For the solution strategy, analogies like the classic Apple iPod message (“1,000 songs in your pocket” vs. “1GB of MP3 storage”) can help make complex ideas more relatable and impactful.

4. Execute Value Presentation

Frame the Meeting with Purpose

The pitch is not merely a presentation of the vendor’s value proposition but an opportunity to help the customer decide:

• whether the problem is significant enough to act on

• whether they want to solve it now

• and whether they want to buy from this vendor

Proper framing of this meeting is crucial so the customer knows what is expected by the end of the session. The meeting invitation should also be carefully labeled, using terms like “Strategy Alignment” or “Decision Meeting” rather than simply “Pitch.”

Example:

“Today we’ll review your situation, explore how the industry addresses it, and share how we could help—so you can decide whether to move forward with us.”

Keep the Meeting Focused and Balanced

The meeting should not exceed 60 minutes.

The actual pitch should take no more than 50% of the allotted time, leaving the rest for:

• Clarifications

• Handling objections

• Discussing the next roadmap milestones

Plan the content accordingly to fit within this timeframe, balancing delivery and discussion.

Lead with Confidence, Listen with Intent

The sales rep must be assertive yet adaptive throughout the session. Every Value Presentation Question should be treated as a decision checkpoint, not a rhetorical statement.

If the customer does not agree with a key problem statement or solution approach, the sales rep should be ready to pause the pitch and return to a discovery dialogue instead of pushing forward.

Listening, validating, and pivoting are crucial—especially when objections, concerns, or misalignments surface during the meeting.

Co-Create the Roadmap to Decision

The meeting should end with a shared roadmap to decision.

The sales rep should propose the typical next steps required to close the deal. This may include:

• Stakeholder workshops

• Technical validation steps

• Proposal or pricing discussions

• Business case alignment

• Internal procurement or budgeting reviews

Sales reps can refer to the Value Accelerator Milestones to define the suggested next steps.

The customer must take an active role in shaping and agreeing to these next steps. This co-ownership reinforces buy-in and prevents drift or delay.

5. Follow Up and Document Outcomes

A Value Presentation pitch without follow-through loses its impact.

The sales rep must:

• Create a summary: Document the three Value Presentation questions, key insights from the meeting, and the agreed next steps. Share this summary with the customer.

• Document in CRM: Enter structured notes in the CRM system to align the broader vendor team.

• Notify internal teams: Brief relevant colleagues (e.g., presales, bid teams) about the results and what is needed next.

This step is critical to maintain momentum and prepare for the next Milestone of the Value Accelerator Framework.

Quality Gates

• A decision maker or Mobilizer has attended the meeting.

• All three Value Presentation Questions have been explicitly answered by the customer:

  • “Do you agree this is a problem worth solving now?”

  • “Do you agree with this approach to solving the problem?”

  • “Do you believe we’re the right partner to solve this with you?”

• A clear roadmap to decision has been agreed upon, with defined next steps, stakeholders, and timelines.

Sales Enablement Artifacts

• Value Presentation Pitch Deck Template: A customizable pitch deck template structured around the recommended messages (opener, problem, impact, industry approach, value proposition, and roadmap).

• List of Resources for Visuals: A curated list of copyright-free image, icon, and illustration libraries (e.g., Unsplash, Noun Project, Flaticon) that reps can use to personalize and visually enhance their pitch materials.

• Conversation Guidelines: Guidelines to help sales reps convey the right messages, so that the pitch feels like a co-created decision-making session, not a vendor monologue.

Note: all templates and tools referenced above are available in the Value Accelerator Academy. The academy provides Sales Reps with ready-to-use resources developed by the Value Accelerator team to support the effective delivery of each milestone.

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.