In this episode, Cuvama CEO MG Gurbaxani joins Jeet Mukherjee and Tracy Dent to break down myths in value based selling and what it takes to succeed when AI is no longer a differentiator.
Learn how to sell on value versus features, what CROs are saying behind closed doors about the pressure to scale sales with automation, and how to maintain the human element of discovery.
Topics:
Chapters
00:00 Introductions
02:38 The value selling illusion and what CEOs think is happening
11:21 How to navigate a large buying center
20:51 CRO insights on AI and value selling
35:46 Stories of how value quantification builds pricing power
44:08 What B2B SaaS CEOs need to get right in H2
About MG
MG Gurbaxani is the co-founder and CEO of Cuvama, a Customer Value Management platform designed to help B2B GTM teams uncover and communicate value at scale. Over the last two decades, he has guided more than 80 global B2B clients across industries to sharpen pricing strategies, accelerate sales cycles, and enhance customer retention. Cuvama is MG’s answer to the persistent failures he witnessed in value-based selling - transforming his advisory IP into software that empowers sales teams to drive real business outcomes.
Connect with MG: https://www.linkedin.com/in/mg-gurbaxani/
Connect with Jeet: https://www.linkedin.com/in/jeet-mukherjee-58462a1/
Connect with Tracy: https://www.linkedin.com/in/tracyleighdent/
About Cuvama
Cuvama is a London-based Customer Value Management platform that empowers B2B sales and customer success teams to sell business outcomes, not just products. Founded in 2022, Cuvama guides teams to run expert discovery, link buyer needs to impact, and reinforce success post-sale. By codifying your unique value proposition into structured workflows, Cuvama enables consistent messaging, higher win‑rates, better pricing, and improved customer lifetime value.
https://cuvama.com/
About Holden Advisors
Holden Advisors is a boutique consulting firm specializing in B2B pricing and sales performance. We help companies understand their value through the eyes of their customers and use these insights to develop, price, and sell solutions that meet evolving market demands.
Our tailored strategies are designed to improve differential value and go-to-market execution. With decades of expertise in value-based pricing, sales implementation, and negotiation, we partner with companies to build and protect their pricing power.
https://holdenadvisors.com/