Access and Value: Our 2026 Theme for Customers
As we look ahead to 2026, one theme continues to surface in nearly every conversation we have with sales leaders, managers, and sellers:
Access and Value.
Not as slogans. Not as abstract ideas. But as practical, repeatable capabilities sales teams must execute consistently if they expect to win in more complex buying environments.
Every sales process we co-develop with customers is built around core concepts. For 2026, Access and Value sit at the center. Not because they are new, but because most organizations still struggle to operationalize them.
Access: The Foundation for Everything Else
Without access, nothing else matters. And access today is harder to earn, easier to lose, and more tightly controlled than ever.
In the sales processes we build with customers, Access is applied in three specific ways:
- Access to the top of the funnel while prospecting. High-performing sellers don’t just research; they use insight to earn relevance and credibility in the first conversation.
- Access to Key Players. Deals rarely stall because solutions fail. They stall because sellers don’t reach the people who own outcomes, budgets, and risk. Access must be intentional and earned.
- Maintaining Access throughout the buying process. Access is not permanent. It must be reinforced by adding value, advancing clarity, and helping buyers make better decisions.
Value: Created, Not Claimed
Value is not what you say your solution does. Value is what the buyer recognizes, internalizes, and can defend.
Value shows up in three ways:
- In every conversation, each interaction should leave the buyer clearer or better informed.
- Value from the prospect’s perspective is connecting your capabilities to operational, financial, and motivational impact.
- When Value is clear, negotiation becomes about tradeoffs, not discounts.
Tactical Execution
To support this 2026 focus, we will provide access to our customers the blog posts aligned to each of these six topics. This allows teams to turn Access and Value from concepts into execution.
