The Audible-Ready Sales Podcast Time to Value: How to Sell When You Need to Show Value Quickly
May 7, 2024
Brian Walsh, B2B sales leader who helps teams demonstrate time-to-value. He talks about defining finish-line metrics and building roadmaps with short-term milestones. He covers setting leading indicators before purchase and planning access to implementers and economic buyers. He stresses realistic short-term impact and agreeing on timeframes and benchmarks.
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Set Short-Term Metrics Before Purchase
- Do define short-term metrics and a roadmap before the customer buys to prove you're on the path to the finish-line outcome.
- Use 2–week and 60–90 day benchmarks as leading indicators that implementation is heading toward revenue or cost outcomes.
Short Wins Unlock Stakeholder Access
- Showing short-term wins expands access to stakeholders like implementation and economic buyers before the sale.
- That pre-sale access increases influence and shortens time to measurable value.
Set Realistic Expectations And Measurement
- Be realistic about impact for short windows and set mutual expectations on how success will be measured and when.
- Ask the buyer upfront: how will you measure success, what's the timeframe, and what leading indicators shall we track?