In this episode of Selling the Cloud, Max Elster, Co-Founder and CEO of Minoa, joins co-hosts Mark Petruzzi and KK Anderson to explore what B2B revenue leaders often miss: a clear, consistent understanding of why they win.

Max introduces the concept of a Value Intelligence Layer, a data-driven framework that links discovery, business cases, and outcomes into a single narrative that everyone from SDRs to CROs can use.

Drawing from years of experience across SaaS and enterprise sales, Max shares how leading GTM teams are moving away from feature pitching and toward outcome-led selling, especially in a world where AI has made building software easier, and differentiation harder.

From strengthening discovery questions to creating scalable outcome playbooks, this episode is packed with tactical ideas for revenue leaders rethinking how they sell in the age of AI.

What You’ll Learn

• The “Why We Win” Blindspot: Why many sales orgs still can’t answer the most important question, and how that gap leads to poor qualification, forecasting, and deal execution.
• From Features to Outcomes: How modern buyers evaluate value, and why understanding customer priorities matters more than your internal product roadmap.
• Creating the Value Intelligence Layer: How to unify customer impact, product usage, sales stages, and discovery insights into a single GTM operating model.
• Scaling Outcome-Led Playbooks: What it takes to align SDRs, AEs, SEs, and CS teams around a shared value narrative from day zero to renewal.
• AI as a Differentiator (Not a Replacement): Why the best teams use AI to personalize engagement, not to automate it, and how AI helps surface deeper buyer context.

Key Topics

• Why most GTM teams don’t know why they win
• Building discovery questions that lead to business cases
• Embedding outcomes into CRM and sales stages
• Creating a “value intelligence” system across teams
• How AI and call data can power more relevant sales motions
• Turning post-sale value into pre-sale advantage
• Aligning playbooks across SDRs, AEs, SEs, and CSMs

Guest Spotlight: Max Elster

Max Elster is the Co-Founder and CEO of Minoa, a SaaS company helping revenue teams operationalize their value story. With a background in B2B software and product development, Max built Manoa to bridge the gap between feature-led selling and outcome-driven growth. His team helps sales orgs unify discovery, use cases, and customer impact into one connected system.

Resources & Mentions

• Book: The Qualified Sales Leader by John McMahon
• Company: Minoa.io
• Max’s LinkedIn: linkedin.com/in/maxelster

🎧 Listen now and subscribe to Selling the Cloud wherever you get your podcasts. Stay tuned for Part 2 with Max Elster, dropping next week!

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