Value Advisory is one of the most complex and in-demand roles in today’s B2B landscape.

It requires a unique blend of business acumen, customer empathy, strategic thinking—and the ability to guide decisions in a world full of alternatives.

To dive deeper into what it really means to be a Value Advisor, I had the pleasure of speaking with Alex Taryshkin and Marcio Souza, authors of "Value Advisory: Selling in the Complex World of Endless Alternatives".

In this episode, we discuss:

• The core principles of their book.
• The Operating Model—a blueprint for embedding value at every stage of the customer interaction cycle.
• The future of the role—what skills, traits, and mindsets define the next generation of Value Advisors
• And more insights that every sales leader should hear.

If you're leading sales teams, working in value consulting, or simply passionate about elevating your customer conversations, this episode is for you.