THE SHIFT
From “Feature-Pitching” to Value Stories That Close

Deals can die in the CFO’s inbox. The “lurking CFO” won’t come to your calls, but they’ll negotiate price or kill a deal in the background. If you can’t equip your champion to present a credible ROI or TCO, you risk getting the green light this quarter at the right price. This course helps GTM leaders build a value-selling motion that quantifies impact, earns trust, and accelerates buying decisions.

What if you could...

  • Confidently build ROI models buyers believe, leveraging your own data
  • Speak to the real financial drivers behind every deal
  • Equip champions to sell internally with clear value docs
  • Align sales, CS, and marketing on the same value story
  • Win bigger deals faster—without lowering price
Mary Kay Evans

— Geoffrey Moore, author of Crossing the Chasm (sold over a million copies)

"Every great company needs a go-to-market operating system. In a customer-led world, GTM is the strategy — and it’s hard to imagine a CEO who doesn’t care about that"

Course curriculum

    1. Intro: Rethinking ROI in Modern GTM

    2. The GTM Leader’s Guide to Value Selling (Led by Mike Genstil, CEO of Valuecore)

    3. Value Selling Maturity Assessment

    4. Ready to Put Value Selling Into Action?

About this course

  • $499.00
  • 4 lessons

Here’s what 200+ GTM leaders say about us:

“GTM Partners, the MOVE book, and the GTM Operating System should become the ubiquitous model that is studied and utilized by all SaaS Founders & C-Suite Execs.”

Scott Travis - Chief Revenue Officer (CRO)

“From ICP Scoring, understanding what a relevant market vs total addressable market is to how to prove ROl I thought every pillar was full of insights! I would recommend this to any founder or professional who wants to stay ahead!”

IOANNA MANTZOURIDOU Co-Founder & CEO, Dextego

“As I started 2025 GTM planning conversations for my team, I found it helpful to refer to the ROl model from GTM Partners including the 5 types of ROls and avoiding the muddy middle and a bunch of other tools that they are providing.”

ANURAG GOEL GLOBAL HEAD OF VALUE CONSULTING AND REALIZATION, RED HAT

“After reading MOVE, my team took the GTM O.S. Certification, then completed the Companion course, and guess what? We learn something new every time. We can't get enough of this content, which has enabled us to not only transform our own company but also empower our clients. Our ten-year picture has never been clearer. ”

CHRISTOPHER RYAN SUPREME COMMANDER | PRESIDENT, SIX MARKETING

“Thank you GTM Partners for putting together this course and so many invaluable resources. I'm excited to put these insights into practice at Parker Technology and help create unified Go-to-Market strategies”

HEIDI BARBER VP OF MARKETING, PARKER TECHNOLOGY

“A story that was more in the brand and demand module... we think a lot about narrative and positioning and telling the right story defining the value you bring to customers is very important and that framework really brought this to life”

GWEN LAFAGE VP MARKETING, GLOBAL BRAND AND CONTENT, SINCH

“As someone that works in GTM and Revenue Operations, I wish I had this book in my toolset years ago. The framework laid out is clearly communicated and easy to understand. The author does a great job keeping the concepts accessible yet thorough. Now its time to execute!”

KEVIN HERALY VP, GTM REVENUE OPERATIONS DEMANDSCIENCE

“From defining what Go-To-Market (GTM) actually is, to sharing insights; processes; and frameworks for anybody to jump in, invite the teams and GETTING ALIGNED ”

Leandro Bark - CEO of GTM Experts Pte Ltd