Differentiate on Value - Deep Dive
Getting out of price comparison: a real case to differentiate on value
With James Shetler, Director of Sales at Trolley, and Albin Poignot, Founder of DecidUp and Value Architect: a real team's first value model, the effort it required, and how to start thinking about yours.
Overview
You know your value goes beyond price. But how do you demonstrate it to a buying committee, without a 6-month project?
In many B2B markets, buyers compare. And when your champion has no clear economic reason to choose you, the deal slides toward the status quo or toward a discount.
On October 29th, Pavilion Montréal invites you to a deep dive built around a real case.
James opens the backstage. With Albin, he built his team's value model, tailored to his segment and his offer. On stage, they share what it took and what James learned.
Then Albin gives you the keys to start thinking about your own model: the 3 or 4 impacts that truly matter to your customers, even the “intangible” ones, and the first steps to start yours without creating a six-month transformation project
💡 What You Will Learn
Why and when to sell on value (and when not to)
Where to start, even without perfect data
How to make tangible a value that seems fuzzy
How long it takes to get a useful first model
How to improve it with field feedback, without weighing down your sales process
🙌 Who Is This For?
Industries: Companies selling complex B2B products or services
Roles: Sales, Marketing, Enablement, Revenue, and GTM leaders. Open to Pavilion MTL Community and anyone in the GTM space.
👀 Speakers
James Shetler is Director of Sales at Trolley, leading a team of AEs, BDRs and SEs. Owning the new-business funnel, he cut the sales cycle by 30% and grew average ACV by 25%. He rolled out MEDDPICC and standardized deal qualification, bringing forecast accuracy to 90%. Previously, he was Director of Sales at Unito and Head of Mid-Market Sales at Classcraft Studios.
Albin Poignot is Co-founder & Value Architect at DecidUp. Having helped 120+ companies sharpen their go-to-market strategy, he helps Marketing and GTM leaders turn complex value propositions into clear, quantified business narratives that differentiate their companies beyond price. He also serves on the board of Desjardins Caisse des Technologies and previously held product leadership roles at Ubisoft and Lightspeed.
📆 Event Schedule
5:30 pm: Doors Open
5:30pm - 6:15pm: Networking
6:15pm - 7:15pm: Deep dive + Q&A
7:15pm - 8:00pm: More networking
8:00 pm: Doors Close
📍 Venue
This event is possible thanks to our amazing partner, Planned, who is hosting it!
Planned runs an AI-first event program that helps companies source faster, enforce policies automatically, and improve with every event. Plan with one prompt: Planned's AI handles sourcing, proposals, and contracts.
🤝 Organizer
Pavilion Montréal brings together a growing community of Revenue, Marketing, and RevOps leaders through peer-led discussions, panels, and gatherings designed to strengthen connections and sharpen GTM practice.