In this engaging and intellectually expansive conversation, James shares how over two decades of designing, delivering, and selling change—from consulting roles at KPMG to value leadership at Oracle, Salesforce, and now Splunk—have shaped his philosophy of business value. James views value sellers as change agents, whose job is not just to sell outcomes but to help buyers feel confident in uncomfortable decisions. He explains why sales success depends on human connection, early-stage qualification, and reframing the business case as a co-created, evolving decision tool. J

ames outlines how scaling value requires adaptive frameworks, not rigid spreadsheets; how AI will empower sellers to articulate hypotheses more easily; and why leadership, culture, and UX—not just methodology—are critical barriers to adoption. With clarity and wit, he calls for a shift from “accidentally marvelous” slide decks to intentionally brilliant value conversations across every deal size and velocity.