The B2B Revenue Executive Experience · Cory Cotten-Potter

Episode 334: How AI Can Skyrocket Your Value Management with Craig LeGrande

November 12, 2024·33 min·2 clips

A CIO reveals how salespeople burn meetings by asking for her top challenges instead of doing their homework first.

The problem starts before the meeting. Craig describes an AE walking into a half-hour conversation, asking for the buyer's top three challenges, and spending too much of the room's patience on basic discovery. That homework now has help. In Craig's view, AI can surface the right assets for the moment so the seller arrives with a sharper point of view instead of a blank checklist. Corey keeps the conversation grounded. He moves from that meeting problem into how teams quantify effort and explain value after they have chosen the right content. Craig then broadens it. Value management, he says, should not treat sales like a single event where success means getting the deal. The promise has to be checked. Once a buyer agrees to expected benefits, someone needs to report back on whether those benefits happened. That measurement is not just customer reassurance. It becomes benchmark data that can help later sales conversations, especially when teams sort it by industry or solution. Corey picks up the credibility problem. Big ROI claims are easy to toss around and easy for buyers to doubt. Craig's answer is more operational than flashy. A value management team needs a framework for collecting outcomes, turning them into customer success stories, and getting those assets back to sales. The asset improves as the data builds. The next seller can walk in with evidence that feels sturdier. The close is practical: Craig points listeners to Mainstay's website, Amazon, and LinkedIn, while Corey mentions the Wiley book and Craig says it is available for pre-order before its January 15 release.

As heard by us

A grounded B2B sales episode on using AI, post-sale measurement, and customer proof to make value management more credible.

Craig LeGrand frames AI in value management as a practical sales aid, most useful when the seller has already done the work. His point is blunt: an account executive should not burn a short buyer meeting by asking for the top three challenges from scratch.

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Why you'd press play

Practical AI for proving value before the deal is won.

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