Lolita Trachtengerts

Buyers who compare vendors on price compare the wrong number. Total cost of ownership can rank vendors completely differently. Here is how to compare TCO fairly.

Most value-based selling training wears off in three weeks, not because reps forget, but because the field gives them no way to apply it. Here is what makes it stick.

Buyers care what your software changes, not what it does. A value map connects capabilities to the outcomes a buyer is measured on. Here is how to build one.