In this engaging conversation, Dudley shares his journey from IT buyer at Fidelity Investments to seasoned business value consultant at BMC, AppDynamics, and now MinIO. Drawing on his unique perspective from both sides of the table, he highlights the importance of buyer enablement, building trust through relatability, and embedding value early in the sales cycle—not just as a closing tool.

Dudley discusses the challenges of launching value practices in early-stage startups, emphasizing the need for leadership alignment, clear ICPs, and foundational buyer insights. He also underscores how business cases combat indecision and build confidence when co-owned by buyers, and reflects on the evolving role of value platforms in democratizing value selling across deal sizes and segments.