Value selling is widely discussed, but translating product features into clear, quantified business impact that sales teams actually use is often the real challenge. For product marketers, this means moving beyond messaging and building practical frameworks and tools that help customers justify buying. In this session, I’ll share lessons learned from creating value-based selling materials and tactics as a PMM across multiple B2B tech mandates. You’ll learn: - How to start value proposition mapping using market trends, personas, and product differentiators - How to structure value drivers by industry and persona (pain → impact → gain → value) - How to quantify value through ROI, efficiency gains, risk reduction, and revenue enablement - How to build credible business cases using research, customer proof points, and GTM collaboration - How to operationalize value selling through tools like ROI calculators, champion kits, and proof point libraries