The Serre blog

Make the buying decision easier to understand.

Practical writing for revenue teams connecting product value to a buyer’s situation. Explore discovery, purchase justification and the work behind a useful business case.

12 resources

Value Selling

How a case is built so a buyer can examine the assumptions.

A woman checks items off a clipboard while a man lifts the lid from one of four boxes lined up on a table.

Field notes

How to choose value selling software

Value selling software differs on approval, reuse, and the arithmetic. Here is what to ask every vendor, including Serre, and who Serre isn't for.

7 min read

A woman presents a board where one tall block branches into three smaller ones while a man inspects it through a magnifying glass.

Field notes

Why your CFO doesn't trust your ROI model

Finance looks for the source, the formula and a range. A vendor slide that asks to be trusted does not give them any of those. A case is a projection, not a result.

6 min read

Revenue Strategy

How the buyer's case fits the systems a revenue team already runs.

A man works at a laptop beside queued envelopes while a woman studies an unresolved case beyond a gap in the route.

Field notes

AI Is All Over Sales. The Results Aren't Moving.

Sales teams pointed AI at admin work and outbound volume, and buyers learned to tune it out. The lever that moves revenue is the one most teams skipped: the business case, where deals actually stall.

6 min read

A woman presents three connected inputs on a shared board while a man reviews a tablet; a small purple check marks the conclusion.

Field notes

In 2027, the Deal Goes to Whoever Can Explain the Value.

AI budgets are rising and patience is shrinking. The CFO is in the room, and 'trust us' no longer closes. The seller who can explain the value wins.

6 min read

A woman works at a desk beside a lavender clock while a man considers a report marked with a question mark.

Field notes

Everyone Bought AI for Sales. Almost No One Can Say What It Bought Them.

Sales organizations have adopted AI almost everywhere. The returns they can point to are mostly hours saved. The next year belongs to the leaders who can turn that into a case a buyer believes.

6 min read

A woman takes a card from a shelf of stored cards, and lines run from three of them to one marked sheet on the table where a man works.

Field notes

How AI value selling works when the case has to hold

AI value selling drafts from claims your team has approved, then projects one case the buying group can share. The case is a projection.

6 min read

Deal Strategy

How one argument travels into the rooms the seller is not in.

The same two colleagues sit across a table reviewing one supported case, with lavender budget tokens linked to the discussion.

Field notes

"No Budget" Usually Means Nobody Has Made the Case Yet

Budget isn't found. It's allocated, to the problems with the strongest case behind them. When a buyer says there's no budget, the real question is whether anyone has given finance a reason to move money.

6 min read

A woman and a man place lavender blocks into an open charcoal frame, with a small purple marker on the top block.

Field notes

What business case generation for software sales has to include

Business case generation for software sales is easy to start. A case your champion can send shows its assumptions, one argument, and a projection rather than a result.

7 min read

A man stands over a tall stack of loose pages while a seated woman points to a board of connected blocks leading to one marked outcome.

Field notes

The death of the vendor pitch deck

Buyers already expect a business case. A deck that restates the pitch does not give them one they can examine. The replacement is a projection with the assumptions showing.

5 min read

A man hands a woman a folder holding a one-page diagram as she heads toward an empty meeting room.

Field notes

How to build a business case your champion can defend

Your champion has to explain the purchase without you in the room. Give them a model they can open, not another vendor deck. One argument for the group, and a projection rather than a result.

5 min read

Methodology

How the figures in a case are produced, including a range instead of a point.

A man works at a laptop beside a stack of drafted pages while a woman reviews one page and marks it with a purple check.

Field notes

What an AI value engineer does, and what it can't do

An AI value engineer can draft a case for your team. It can't approve the claim, and it isn't a person you have to hire.

7 min read

A woman presents three overlapping lavender peaks on one line, the middle one tipped in purple, while a seated man considers them.

Field notes

Stop defending a number. Present a range.

A single ROI number is either too large to believe or too small to justify. Show a conservative, expected and upside case from bounds a reviewer can see. The same inputs give the same result.

7 min read