In this episode, Lucas and Luna explore why enterprise software buyers are increasingly demanding a Business Value Assessment (BVA) before they'll agree to a demo. They unpack the shift from 'show me the product' to 'show me the business case'—driven by procurement's need to justify every software dollar to the board. Lucas walks through a typical BVA framework, citing data from a recent Gartner survey where 72% of enterprise buyers said a quantified value model is now table stakes. Luna challenges whether this trend favors large incumbents with dedicated value engineering teams or levels the playing field for scrappy startups. The conversation also touches on how vendors are training sales reps to build financial models in real time, and why some deals are stalling because sellers can't articulate value in the buyer's language. A practical look at a fundamental change in enterprise sales—and what it means for reps, founders, and procurement teams alike.

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