Value Engineering
Business Value Consulting
B2B SaaS

Stop selling features.
Start proving outcomes.

We help B2B software companies quantify and communicate the business impact of their products, building the credible business cases that close deals, expand contracts, and protect renewals.

"
Claiming value is common. Documenting it is rare.
ValueCog founding principle
Let's talk See our impact →
3x
Win rate increase
By identifying and documenting core economic value drivers
100%
Renewal success
Across every renewal engagement supported
$36M
Revenue uplift
Driven by value-based selling strategies across 100+ sales cycles
Impact timeframe covered 24 months and included over 100 sales cycles, compared against equivalent opportunities
What we do

Embedded value engineering,
built around your business.

From establishing your first value function to supporting live deals, we meet you where you are and build what you actually need.

01
Establish
Build your value foundation

Build the core framework from scratch. Discover your economic value drivers, develop impact models and ROI frameworks, and disseminate value messaging across your go-to-market functions. The output is a repeatable business case your buyers can defend internally, when you are not in the room.

02
Diagnose
Assess current state

Evaluate where your value engineering stands today. Identify the gaps between benefit claims and measurable outcomes, benchmark against best-in-class, and prioritize the highest-impact areas — distinguishing between opportunities to grow the business and gaps affecting active sales pipeline — to address first.

03
Build
Develop models and assets

Develop the business impact studies, ROI models, customer-specific case studies, and sales collateral that give buyers the confidence to sign and renew. Assets are analytically rigorous, commercially compelling, and credible under scrutiny.

04
Ongoing
Fractional and embedded support

Embed alongside your team on an ongoing basis. Support live deals, expand your value asset library, build internal capability over time, and ensure your value function grows with the business.

Why it matters

Features describe. Outcomes justify.

When every dollar is scrutinized, buyers need more than a product pitch. They need a quantified business case they can defend internally.

Without VE With ValueCog
"We improve system efficiency" → "Reduced load times 40%, saving $400K in infrastructure costs"
"Our platform reduces content costs" → "Cut content management costs by $200K annually"
"We help teams work faster" → "2x faster time-to-market, driving $1M/month in conversions"
"ROI of up to 582%" → "Specific, auditable ROI tied to your business drivers"
"Collin's thoughtful rigor pushed us to think bigger and deeper regarding how we understand, measure and document the value our platform drives for our clients. He challenged our thinking, explained every decision, and helped us build a business impact model we can stand behind."
Andrea Tucker, PhD
Chief Science Officer, Ardoise
About

25 years building the discipline of value engineering.

Collin Poage, founder of ValueCog

Collin Poage is a value engineering leader, consultant, and keynote speaker who partners with B2B software companies to quantify and communicate the business impact of their solutions.

His work has driven a 300%+ improvement in sales win rates, $36M in contract revenue uplift, and a 100% success rate across every renewal he has supported.

What sets Collin apart is the rare combination of hands-on operator experience, deep client-side consulting, and rigorous academic training, giving him the ability to connect boardroom strategy to sales-floor execution.

BCG, KPMG and Oxford MBA
Global management consulting and client advisory across three continents, grounded in rigorous intellectual and academic training
Operator and practitioner
25+ years spanning software engineering, predictive analytics, pre- and post-sales SaaS, and value engineering across multiple successful exits
100+ sales cycles tracked
Over 24 months of measured impact across win rates and renewals; keynote speaker and recognized pioneer of the discipline
Contact

Let's talk about your value story.

Whether you are starting from scratch or looking to sharpen what you have, we would love to understand where you are and where you are trying to go.