The Enterprise Edge: A B2B GTM Masterclass for Revenue Leaders Who Need to Build the Case and Get It Approved

This session is ideal for founders, revenue leaders, investors, and startup operators selling into complex enterprise buying environments.

This is the Encore: The Value Edge + The Procurement Edge, together in one hybrid session — giving you the Enterprise Edge.

During Seattle Tech Week 2026, we ran these two masterclasses with 12 seats each. The waiting lists ran longer than the rooms had seats.

So we're running them again, back-to-back, in one session. If you couldn't get a seat in July, this is your ticket. And if you were in the room, this is the session to send your co-founder, your CRO, or the teammates who need to hear what you heard. Alignment is a lot easier when everyone hears the same story firsthand. And if last week's content has gone a bit hazy this week (sorry, couldn't help myself), come back for reinforcement — and to meet new people.

Here's the idea holding the two halves together:

Every enterprise deal has to win two rooms.

The first room is where the business decides it believes you. Your champion, the stakeholders, the economic buyer...they need a value narrative built on rock-solid differentiated positioning, and a CFO-ready business case the whole buying group can align around and say yes to.

The second room is where Procurement decides you're approvable. Commercial scrutiny. Risk review. The price challenge. Your champion carrying the case when you're not there. This is where the serious selling happens.

Most teams prepare hard for the first room and walk into the second one hoping. That's where hard-won deals stall, shrink, or slide a quarter or two you can't afford to lose.

This session prepares you for both.

Hour 1 — The Value Edge, with Bruce Scheer

Bruce Scheer, CEO and co-founder of ValuePros and author of the bestseller Inspire Your Buyers, walks through the three disciplines of a GTM foundation built for high-consideration B2B:

Find Value — uncover what buyers actually care about and why it matters now, in alignment with your unique market position and differentiated value.

Communicate Value — translate your solution into a value narrative that sizzles for the people who need to say yes.

Quantify Value — make the case with a CFO-ready business case, not vendor-centric black box math.

30-Minute Break

Stretch, refill, meet the room — onsite and online.

Hour 2 — The Procurement Edge, with Dean Edwards

Dean Edwards spent more than two decades in senior procurement leadership at Kaiser Permanente, Yahoo, and Levi Strauss, and managed more than $20 billion in spend across his career. He evaluated suppliers, challenged business cases, and decided which deals were ready to move forward. Dean knows what Procurement is looking for because he was the one looking for it.

He'll show you what enterprise Procurement teams actually evaluate, where deals become vulnerable, how to respond to price pressure by widening the value conversation instead of discounting on reflex, and how to equip your champion to carry the value and risk case through Procurement, Finance, and Legal when you're not in the room.

The goal is not to beat Procurement. It's to become easy to approve.

Every attendee leaves with Dean's Procurement-readiness checklist.

Timing

Doors open at 8:00 AM. We start sharp at 8:30. Come early. The best conversations often start before the first slide.

Joining online? The virtual room opens at 8:15 if you'd like to say hello before we begin.

8:00 — Doors open, coffee, and introductions

8:30 – 9:30 — The Value Edge, with Bruce Scheer

9:30 – 10:00 — Break

10:00 – 11:00 — The Procurement Edge, with Dean Edwards

11:00 — Debrief and networking lunch (details below)

Format

Hybrid. 15 in-person seats at The Collective in South Lake Union, plus a large virtual room for everyone joining online. Request a spot and tell us whether you'd like to attend in person or online.

Stick Around After

In person: you're invited to stay for a no-host debrief and networking lunch.

Online: join us for a virtual debrief and lunch on your end of the screen. Same conversation, different sandwich.

Win the first room, and the business believes you. Win the second, and the deal gets approved. Come get ready for both.

Hosted by ValuePros — valuepros.io.