The Problem: Most sales strategies stop at segments and targets. They never translate into a message buyers actually feel, which is why strategy work and messaging work usually end up disconnected, run by different people, on different timelines.
The Shift: In Barrett’s research, every organisation with a value proposition gap also had a strategic positioning gap. They are the same problem, not two.
The Solution: We design your sales strategy and your value proposition and messaging in one connected process, built from the same evidence, so the segments you choose and the story you tell line up.
Why This Matters Now
- Three in four ANZ B2B organisations assessed in Barrett’s 2026 research failed the shortlist test, not for lack of capability, but lack of clear value translation and strategic focus (n=229).
- Every organisation with a value gap also carried a positioning gap.
- Organisations that closed the gap carried four times fewer commercial problems and stopped competing on price.
- Buyers, human and AI, now form a view of “why you” from what they find online, before any conversation happens. A strategy without a clear message reads as noise to both.
What We Do
- Sales Strategy Workshop: A facilitated 1 or 2-day session with your senior stakeholders to explore current and emerging challenges and opportunities across your industry, market segments, competitors, buyers, and trends. Together we define your priority market segments, ideal client profiles, high-level sales process, and the strategic imperatives that follow.
- Value Proposition Development: We work with you to define what makes you different in terms that matter to your buyer: outcomes, not features.
- Ideal Client Profile & Persona Mapping: We define exactly who you are for, so your strategy targets the right segments and your message lands with the people who actually decide.
- Messaging Frameworks: One value story, told consistently across sales, marketing, service, leadership, and online, so buyers get the same clarity no matter who they speak to or what they read.
- Buyer-Facing Content Review: We assess what buyers actually find when they research you, your website, proposals, case studies, and your people’s LinkedIn presence, and align it to your new strategy and messaging.
Sales strategy & messaging design & implementation services
How We Work
- Audit – We assess your current strategy, value proposition, and how they are landing (or not) with buyers.
- Workshop – A facilitated 1 or 2-day session with stakeholders to define your sales strategy, value proposition, ideal client profile, and core message.
- Framework – We document the strategy and messaging framework: segments, positioning, the words, the proof points, the buyer-facing language for every channel.
- Embed – We help you roll it out, so sales, marketing, and service are aiming at the same targets and telling the same story.
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What Changes
- Your sales force has clear segments and focus, not a scattergun approach.
- Buyers get the same clarity from everyone they speak to.
- You stop competing on price because your value lands clearly.
- Sales, marketing, and service speak with one voice.
- New hires ramp faster because the strategy and the story are documented, not tribal knowledge.
Ready to rethink your sales strategies?
Talk to us, your selling better advisory team, and we’ll help you quickly and accurately assess your next steps.Contact Us
Frequently Asked Questions
- Is this a sales strategy engagement or a messaging engagement?
Both, usually together. Strategy decides who you target and where; messaging decides what you say once you’re in front of them. We’ve found the two break down when run separately, so we address them in one connected process. - What’s the difference between a value proposition and a tagline?
A tagline is a line. A value proposition is the evidence-based reason a specific buyer should choose you over every alternative, including doing nothing, expressed in language that matters to them. - Do you work with marketing teams, or only sales?
Both. Messaging breaks down when sales and marketing tell different stories. We work across both functions so one story holds. - How long does this take?
A focused engagement typically runs from a single 1 or 2-day workshop through to a multi-week strategy, framework, and rollout, depending on scope. We scope this with you based on your situation. - How does this connect to the Commercial Alignment Audit (CAA)?
Value proposition, messaging, and positioning gaps are exactly what the CAA tests for, from a buyer’s-eye view. If you’ve already had a CAA done, this work picks up directly from those findings.
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