86235Virtual value discovery tool for B2B salesClosedCollaborative R&DInnovate UKThe $200B (USD billion) B2B Software-as-a-Service (SaaS) industry has been undergoing a transformation in its go-to-market toward value-based selling. The market need for B2B SaaS companies to achieve value-based selling can be categorised as follows: **External need for better customer engagement:** SaaS companies need tools that enable them to have value-based discussions with their customers to explore, collaborate and align on the business outcomes the technology will achieve **Internal need for more scalable sales enablement:** Sales teams need to be properly enabled on how to have outcome-based discussions with their customers. SaaS executives need tools to roll out value-based messaging for their products to their customer-facing teams and to iteratively update and cascade this messaging. Furthermore, COVID has disrupted the typical B2B SaaS sales process. Externally, pre-pandemic software selling was heavily reliant upon in-person sales meetings and events; internally, sales enablement was based on in-person trainings. Due to COVID-related travel restrictions and budgetary constraints, the software selling and enablement is now increasingly virtual. mgpricing is aiming to solve for these needs by building the first virtually-led value discovery tool for B2B software companies. This collaborative tool will support value-oriented discussions between B2B salespeople and their customers and be scalable to hundreds of customer-facing representatives. Furthermore, mgpricing will offer a bundled consultancy package to ensure successful implementation and adoption of the value discovery tool. mgpricing believes that technology works as an equaliser across an organisation. In its current state, the B2B SaaS industry is driven largely by a high-touch, in-person sales process that tends to favour sales representatives with pre-existing and oftentimes exclusionary networks. With its technology, mgpricing will empower all sales and customer-facing teams to have meaningful discussions with their customers, improving performance regardless of pre-existing networks and pedigrees. Furthermore, the shift to remote selling due to COVID travel restrictions will persist post-pandemic; this tool will address that on-going need, resulting in lower demand for business travel, which will have positive environmental consequences. The four-phase plan for the launch of the value discovery tool is as follows: Phase 1 -- Q2 2020 -- Prototype development (complete), Phase 2 -- H2 2020 -- Product development and closed beta, Phase 3 -- Q1 2021 -- Public release to existing customers and Phase 4 -- Q2/Q3 2020 -- Public launch. The injection of public funding would allow for the rapid development of the value discovery tool and would create local employment in the technology sector. The grant would fund the UK-based development of the tool and the accelerated timelines for launch. From a taxpayer perspective, the grant would ensure development within the UK rather than offshore. Furthermore, the taxpayer would benefit from creating a more equitable society where sales representatives are less reliant upon traditional exclusionary networks to succeed and a more sustainable future for the SaaS industry where sales is led using virtual tools rather than in-person meetings and events.