One story. One language. One measurable impact
Your GTM team is telling a different story in every room. We facilitate a proven outcome-based framework workshop that aligns sales, presales, marketing, and customer success around a consistent narrative — then embed it with playbooks, training, and AI toolkits.
The Challenge
Building the plane while it's already flying
Your strategy, product, and revenue model are evolving — but the go-to-market story hasn't caught up. Buyers struggle to connect your technical depth to business impact. The narrative changes from deal to deal, rep to rep.
Meanwhile, deep expertise is concentrated in a small number of SMEs. Early-stage discovery and demos feel less confident without them, creating pressure to “borrow” expert time more often. New hires take months to ramp because the knowledge lives in people's heads, not in a system.
Without a shared, outcome-based framework, every rep creates their own version of the vision — and you risk that vision landing differently in every room.
Inconsistent GTM narrative
Story changes across deals and regions. Buyers get a different pitch depending on who they talk to.
Expertise locked in a few heads
To sell effectively you need both sales experts and domain experts — but that knowledge isn't scalable.
Generic first demos
First demos are often not tailored to a prospect's problem, market, or goals. Conversion is below benchmark.
Slow onboarding, inconsistent ramp
New reps take months to become productive because there's no structured methodology to learn from.
The Foundation
Four questions every rep must answer
Before a single slide is built or a demo is delivered, your team needs consensus on these four questions. Our workshop builds that consensus.
What problems do we currently solve for our customers?
How do we specifically solve them?
How do we do it differently than our competition?
What is our proof?
The Framework
Outcome-based conversation model
A proven methodology that maps every customer interaction — from first discovery call to executive presentation — to measurable business outcomes that justify premium investment.
What is an Outcome-Driven Value Driver?
Current State & Pain
Paint a picture of the undesirable state your buyer lives in today. Convey empathy and elaborate on the pain that the value driver addresses.
“How would the customer express the current situation?”
Negative Consequences
Identify the tangible business implications — unfavourable operational and financial outcomes. This is the basis for quantifying the value of the pain.
“How would the customer express the tangible business implications?”
Future State & Vision
Create a compelling 'stand-in-the-future' vision showing how life improves. An opportunity to educate the buyer on industry best practices.
“How would the customer describe the ideal state?”
Positive Business Outcomes
Define outcomes in terms that resonate with the economic buyer. The 'R' of the ROI — compelling enough that they'd reallocate discretionary funding.
“Is this PBO compelling enough that the economic buyer would reallocate funds?”
Value Conversation Deep Dive
Required Capabilities
The solution capabilities needed to achieve outcomes. Phrased in the customer's language but influenced by your differentiators. Basis for the technical buyer's decision criteria.
How We Do It (HWDI)
How your solution satisfies requirements. Standardised syntax: “Thing We Have/Do + Verb + Benefit You Get.” Consistent across every rep, every deal.
HWDI Better
How your offerings satisfy requirements better or differently than competitive offerings. The articulation of defensible differentiation under pressure.
Customer Stories & Proof
Verifiable evidence — case studies, testimonials, and tangible results expressed in increased revenue, decreased cost, and reduced risk.
Who's In The Room
This is a leadership alignment event
The workshop deliberately brings together the cross-functional leaders who own your go-to-market motion. This is how you get genuine consensus — not a top-down decree that nobody follows.
CEO / Executive Sponsor
Owns the vision and signs off on the story
CRO / Head of Sales
Ensures methodology fits the sales motion
CCO / Head of Customer
Connects methodology to retention and expansion
Regional Sales Leaders
Bring frontline deal context and objections
Regional Presales Leaders
Ground the framework in demo and technical reality
Product Leaders / PMs
Map product capabilities to buyer outcomes
Product Marketing
Align messaging and competitive positioning
Tenured AEs
Bring real customer conversations and tribal knowledge
Tenured SCs / Presales
Bring demo expertise and technical objection patterns
The Workshop
Two days that change everything
A facilitated, cross-functional workshop with managed pre-work, real opportunity data, and group exercises that build your methodology from the ground up.
Day 1: Outcomes & Value Drivers
Day 2: Differentiation & Proof
Workshop Outcomes
Post-Workshop Deliverables
Four production-ready assets
You don't just walk away with workshop notes. We build these deliverables from the workshop output and hand them to your team ready to use in live deals.
Outcome-Based Sales Playbook
A comprehensive, production-ready playbook containing your value drivers, outcome cards, discovery questions, differentiation frameworks, and customer stories. Not a template — built from your team's own input during the workshop.
Sales & CS Playbook Training
Structured training for your entire Sales and Customer Success team on how to use the playbook in live deals. Includes usage walkthroughs, scenario practice, and playbook adoption planning.
Facilitated Roleplay & Reinforcement
Ongoing reinforcement sessions where reps practice the methodology with facilitated roleplay using real deal scenarios. This is where the methodology moves from theory to muscle memory.
AI Sales Toolkit
Custom-built GPT tools that automate discovery question creation, deal coaching, role-play simulation, and qualification prompts. Your team gets AI-powered deal support that speaks your methodology, permanently.
The Investment
Why this is worth every penny
The workshop and deliverables represent a comprehensive GTM transformation. Here's why organisations invest — and why the ROI is measured in weeks, not years.
You're buying alignment, not slides
Getting your CEO, CRO, sales leaders, product, marketing, and customer teams in the same room for two days of focused, facilitated alignment is extraordinarily rare — and extraordinarily valuable. Try getting that alignment any other way.
Four assets that would take 6-12 months internally
A complete sales playbook, team training programme, facilitated reinforcement sessions, and custom AI toolkit. Building these internally would take half a year of your best people's time and still lack the external perspective.
The framework plugs into your existing process
We don't rip and replace your sales process. The outcome-based framework enhances what you already have — adding structure, consistency, and a shared language that makes your existing motion more effective.
The AI toolkit keeps working forever
Custom-built GPT tools for discovery question creation, deal coaching, role-play simulation, and qualification. Your team gets AI-powered deal support that speaks your methodology — permanently, with no ongoing cost.
The ROI Math
Team of 10 AEs, avg deal size £75K
Even a 5% win rate improvement
+£375K pipeline/year
4 new hires/year ramping 3x faster
Each productive 3 months earlier
£240K recovered revenue
One additional deal per quarter
from better discovery & differentiation
Pays for itself 3x over
The Research
Methodology drives measurable results
CSO Insights and Force Management research consistently shows outcome-based selling methodologies improve win rates by 25-40% over feature-led approaches.
When reps lead with business outcomes rather than features, qualification happens faster, stakeholders align earlier, and deals close 40% sooner.
New hires with a structured playbook, certification, and AI toolkit ramp to full productivity 3x faster than those learning through tribal knowledge alone.
Ready to align your GTM story?
Let's build the framework that makes every demo, deck, and conversation tell the same winning story — and give your team the tools to deliver it consistently.