If you're managing or enabling an enterprise sales team, you've probably heard about "value frameworks" more times than you'd like. Maybe you've even tried rolling out a few, only to watch people ignore them or get lost in yet another spreadsheet. This guide is for folks who want to make value selling actually stick—specifically using Cuvama, a tool that's supposed to make all this less painful. I'm going to walk you through setting up a value framework in Cuvama that your sales team will actually use (and maybe even like).
Why bother with a value framework?
Let’s clear something up: a value framework isn’t magic. It’s just a structured way to help salespeople talk about what matters to customers—instead of rattling off features. If you do it right, your team will close bigger deals, faster, and with fewer “let me loop in my manager” moments. But if you overcomplicate things, you’ll end up with yet another dusty playbook.
Cuvama promises to turn value frameworks into living, useful tools instead of static PDFs. That's the goal here: something that fits into your team's flow, not another thing to ignore.
Step 1: Get clear on what “value” actually means for your team
Before you even touch Cuvama, you need to figure out what “value” means to your customers—and your business. Skip this, and you’ll be building on sand.
What works: - Interview your best sales reps. They know what actually lands with customers. - Talk to your happy customers. Find out why they bought, and what they actually care about. - Look at your competitors. What “value” are they pitching? Where are you different?
What doesn’t work: - Guessing, or copying frameworks from another company. - Letting marketing drive the whole thing (unless they sell too).
Pro tip: Keep it simple. If you can’t explain your main value drivers to a new rep in 30 seconds, you’re overthinking it.
Step 2: Map out your value framework on paper first
Don’t rush into the tool. Take your top customer pains, the outcomes you solve, and the “so what” (the impact). Sketch this out—whiteboard, doc, napkin, whatever.
A basic value framework has: - Customer pain/problem (e.g., “We waste too much time on manual data entry.”) - Solution/outcome (e.g., “Automate data entry with our platform.”) - Value/impact (e.g., “Saves 10 hours per week per employee.”) - Proof points (e.g., “Acme Inc. cut admin time by 40% in 3 months.”)
Don’t create a laundry list. Focus on the handful of pains and outcomes that truly move the needle in your biggest deals.
What to ignore: Fancy frameworks with 15+ “value pillars.” No one will remember them.
Step 3: Get access and set up your Cuvama workspace
Now you’re ready to touch Cuvama. If your company already uses it, ask for admin access (or at least “Builder” access). If not, you’ll need to sign up and set up a workspace.
Set up basics: - Create your workspace. Name it after your product line or segment (not your team or initials). - Invite your core team. Product, sales enablement, and 1-2 sales reps who’ll give honest feedback.
What to skip: Don’t invite the whole company yet. Keep it small until you’ve got something worth showing.
Step 4: Build your value framework in Cuvama
This is where most people get bogged down. Cuvama is flexible, but don’t let that tempt you into making things complicated.
4.1 Structure your framework
- Start with “Value Drivers” or “Business Outcomes.” These are the big things your solution actually improves for the customer.
- Add “Pains” or “Challenges.” Link each outcome to the real-world pain it solves.
- Map “Capabilities” or “Features” to each value driver. But don’t lead with features—nobody cares about your tech for its own sake.
In Cuvama, you’ll be creating “Value Frameworks” with these building blocks: - Drivers/Outcomes - Pains - Capabilities - Proof/Stories
4.2 Add real-world numbers and proof
Anyone can claim “increase efficiency.” What matters: can you prove it? - Add ROI calculations. If you have real case studies or benchmark data, build in calculators. - Attach customer stories. Real quotes or data beats fluff every time.
Pro tip: Don’t invent numbers. If you only have anecdotal proof, just say so. Your team will appreciate the honesty.
4.3 Keep navigation dead simple
Cuvama lets you nest things and build detailed journeys. Resist the urge. - No more than 5–7 key value drivers. - Group related pains/outcomes under each. - Use clear, non-jargony language.
What works: Ask a new rep to walk through your framework. If they get lost or roll their eyes, you need to simplify.
Step 5: Test with real deals, not just role-plays
Skip the “ivory tower” approach. Before you roll out to the whole team, pilot your framework in 2-3 real sales cycles.
- Shadow a deal. Have a rep use the framework live in a discovery call.
- Get feedback fast. What worked? What did they skip? Where did it feel forced?
- Tweak ruthlessly. If something doesn’t land, cut it or rewrite it.
What doesn’t work: Waiting for “perfect.” A framework that’s 80% right and used is better than one that’s 100% right and collecting dust.
Step 6: Roll out to your sales team (without a 2-hour training)
Here’s the thing: salespeople won’t use a framework just because you told them to. Make it easy, relevant, and worth their while.
- Quick demo. Show how it saves time and wins deals—not just “how to click around.”
- Make it accessible. Link to your Cuvama framework from your CRM, Slack, or whatever tool reps actually use.
- Collect feedback. Set up a Slack channel or regular check-in for quick feedback and questions.
Pro tip: Recognize reps who use the framework in actual deals. Nothing motivates like seeing it work in the real world.
Step 7: Iterate, prune, and update
Value frameworks aren’t “set it and forget it.” Your customers will change, your product will change, and—let’s be honest—half of what you write today will be outdated in a year.
- Review quarterly. Cut deadwood, add new proof, and drop what’s not working.
- Encourage edits. If reps have better stories or data, add them.
- Track usage. Cuvama lets you see what’s actually used in deals. Lean in to what works.
What to ignore: Don’t try to get buy-in from every department on every edit. Keep the update process fast and sales-focused.
Setting up a value framework in Cuvama isn’t rocket science, but it does take some discipline. Keep it short, honest, and focused on what actually moves deals forward. Start simple, test in real-world deals, and be ready to tweak as you go. The best frameworks are the ones your team actually uses—not the ones that win awards for “strategic alignment.” Good luck, and don’t overthink it.