In this deep and thoughtful interview, Mark shares insights from his journey through BMC, AppDynamics, and other enterprise sales environments, charting the evolution of value selling over the past two decades. He reflects on how foundational methodologies like MEDDIC and discovery frameworks transitioned from complex pyramids to more actionable tools like the "Three Whys"—Why do anything, Why now, Why us.

Mark unpacks how sales success comes from a balance of structured process, curiosity-driven discovery, and emotional detachment from bad-fit deals. He highlights the business case not as a static ROI document, but as a decision support tool that connects stakeholder needs to measurable outcomes—before, during, and long after the sale. With clarity and conviction, he also explains the critical role of value engineering in joining pre- and post-sale functions, the risks of selling to early adopters with technical pain only, and how AI will augment (but not replace) the human-led craft of value-based discovery.