Making the case
Value Selling
Quantify outcomes with the buyer, using their own baseline, so a decision rests on a business case both sides can defend.
Learn moreAdvancing the practice of value
Turn technology investment into measurable business value
The VSR Council brings together value selling, value management and value realization professionals to develop stronger practices, shared standards and better business outcomes.
Professional community
Value practitioners, consultants and engineers working the same problems.
Shared value practices
Standards, methods and vocabulary that survive the hand-off between teams.
Education and capability
The Value Academy makes value work teachable rather than personal.
Executive collaboration
Providers and enterprise leaders building a roadmap to value together.
Our mission
A shared standard for how value is defined, sold and proven
The Value Selling & Realization Council is a professional community of value selling practitioners, value consultants, value engineers, value enablement and value realization experts who share standards, practices and tools that connect technology investment with measurable business outcomes.
Maximize value from investments in IT-enabled change by establishing and promoting value management awareness and understanding, standards, practices, and tools that enable technology vendors and enterprise corporate executives to collaborate in developing and executing a “roadmap to value”.
Published mission of the Value Selling & Realization Council.
Three connected disciplines
Value is not a sales technique. It is a lifecycle.
Most organisations can build a business case. Far fewer can say what happened to it. The Council's work spans the whole arc — from how value is positioned and sold, to how it is governed and finally evidenced.
Holding the standard
Value Management
One definition of value, one method, one owner — across governance, positioning, selling and customer engagement.
Learn moreProving the result
Value Realization
Carry the baseline past the decision and prove, on a schedule, that the expected benefits actually arrived.
Learn moreRoadmap to value
From funded decision to evidenced outcome
The Council's purpose is to help technology providers and enterprise executives collaborate on a roadmap to value — a shared path from investment through adoption to realized, reported benefit.
Investment
A decision is made and funded, with an explicit expectation of the business outcomes it should produce.
Alignment
Stakeholders agree the baseline, the measures, the owners and the timeframe for the expected benefits.
Adoption
People, process and technology change together, because unadopted capability produces no value.
Outcomes
Operational and financial measures move, and the movement is attributed and reviewed rather than assumed.
Realized Value
Benefits are evidenced, communicated to stakeholders, and used to inform the next investment decision.
Value work is a conversation between provider and executive, held against one baseline both sides accept — and revisited on a schedule rather than at renewal.
Value Management Maturity Model
Four categories that describe value capability
Select a category to see what it covers. The model is comprised of Value Governance, Value Marketing and Positioning, Value Selling, and Customer Value Engagement.
Maturity model
Value Governance
Who owns value, and how are decisions held to account?
Value governance covers the ownership, decision rights, standards and reporting that keep value claims honest. It defines who approves a business case, which measures are used, how benefits are tracked after approval, and how the organisation learns when outcomes differ from expectations.
Value Governance: Who owns value, and how are decisions held to account? Value governance covers the ownership, decision rights, standards and reporting that keep value claims honest. It defines who approves a business case, which measures are used, how benefits are tracked after approval, and how the organisation learns when outcomes differ from expectations.
Value Marketing & Positioning: Does the market hear outcomes, or features? Value marketing and positioning is the discipline of expressing what an organisation does in the language of customer outcomes. It covers value propositions, proof, reference evidence, pricing narrative and the consistency between what marketing promises and what delivery can demonstrate.
Value Selling: Can teams build and defend a credible business case with the buyer? Value selling capability is the ability of client-facing teams to diagnose a customer's situation, quantify the cost of inaction, build a defensible business case with the customer's own numbers, and carry that case through the buying committee to a decision.
Customer Value Engagement: Is expected value tracked, adopted and proven after the decision? Customer value engagement is the ongoing, joint work of turning an agreed business case into realized outcomes: shared success measures, adoption support, periodic value reviews, and evidence that the expected benefits either arrived or were corrected in time.
Value Academy
Education built by practitioners, for practitioners
The Academy exists to make value capability teachable: baselines, quantification, defensible assumptions and realization discipline.
New Value Insights
An introduction to identifying and articulating new sources of business value in a customer engagement, and translating those insights into a case an executive buyer will act on.
For: Sales, presales and value consulting professionals
Course detailsSales Process Optimization
How to examine a sales process end to end and remove the points where value arguments break down, decisions stall or business cases arrive too late to influence the outcome.
For: Sales leaders, enablement and operations
Course detailsBuilding the Business Case
A working method for constructing a defensible business case with the customer: establishing the baseline, modelling improvement, stating assumptions and surviving review by finance.
For: Value engineers, presales and consultants
Course details
Membership
Two ways into the community
Individual Membership
For practitioners and leaders who want shared standards, peer discussion and access to Council material.
Individual membershipCorporate Membership
For organisations building a value practice across sales, delivery and customer success teams.
Corporate membershipCommunity
A shared language for value, held by practitioners
The Council’s community exists so that value practitioners are not inventing method alone. Workgroups, events and the talent community give members somewhere to test approaches with people doing the same work.
Council statement about the community. Member quotations are published only where attributed.
Questions
Frequently asked questions
If your question is not answered here, the Council will respond directly.
Help advance the practice of value
Whether you are building a value practice from scratch or trying to prove the outcomes of investments already made, the Council can help you start from a shared standard.