Making Value Selling Stick in an AI-Driven GTM: From Pilot to Scale

Featured Speakers

What's Inside?

Launching a value-selling initiative is one thing. Scaling it across a large, complex organization is another.

In this on-demand webinar, Bob Erdle, Worldwide Vice President, Enterprise Software Sales at IBM, joins Alex Schrager, Vice President of Sales at Ecosystems, share how IBM scaled value selling across thousands of sellers, hundreds of products, and a highly matrixed organization.

Starting without a large business value team or a top-down mandate, IBM focused on building internal buy-in, integrating with core systems like Salesforce, and creating momentum with the field before expanding globally. The discussion explores how IBM moved from pilot to rollout while introducing governance and standardization without slowing teams down.

The conversation also examines how IBM is evolving toward an AI-native go-to-market model by combining IBM watsonx and Ecosystems' ViViEN to help sellers discover, quantify, communicate, and govern customer value throughout the sales cycle.

What You'll Learn:

• How to build early momentum by winning internal buy-in
• Lessons learned moving from pilot to global rollout
• How to balance governance with speed and flexibility
• Approaches for standardizing value frameworks across complex product portfolios
• How to embed value selling into core systems and workflows to drive adoption
• Why integration is critical to making value relevant to sellers day-to-day
• How AI platforms like IBM watsonx integrate with enablement and value platforms across the sales cycle
• The role of emerging architectures like Model Context Protocol (MCP) may play in connecting value frameworks, enablement content, and customer data
• Why the hardest part is often driving adoption of a value-selling process rather than implementing a new tool
• How leadership, enablement, and change management reinforce long-term adoption

 This on-demand webinar provides practical lessons from IBM's value-selling journey and explores what it takes to make value selling stick in a complex organization while laying the foundation for an AI-native future.