The Art of Sales Forecasting: How to Predict Revenue Using Value-Based Selling

GUESTS: Roland Griesmayer, Head of Revenue at GHD Digital & Tony Cascio, Managing Partner at ValueSelling Associates

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In this episode of The B2B Revenue Executive Experience, host Cory welcomes two powerhouse guests: Roland Griesmayer, Head of Revenue at GHD Digital, and Tony Cascio, Managing Partner at ValueSelling Associates. Together, they reveal how they transformed an emerging SaaS startup operating within a 100-year-old engineering firm into a forecasting machine that hits quota to the dollar for six straight quarters.

What You'll Learn:

• How to build a high-performance SaaS startup inside a traditional engineering company
• Why "money follows problems" is the golden rule of value-based selling
• How to get your CEO using ValueSelling terminology in deal reviews
• The three pillars of credibility: rapport, trust, and cementing your position
• Why inspiring beats inspecting when it comes to sales leadership
• How to transition from command and control to trust and collaboration
• The secret to forecasting revenue accurately quarter after quarter
• Why being prepared is the foundation of all sales credibility

Roland Griesmayer is the Head of Revenue at GHD Digital, the digital services arm of the global engineering powerhouse GHD. With a proven track record of scaling sales organizations from $0 to $5M, $0 to $20M, and $20M to $140M, Roland has mastered the art of revenue growth across SaaS, public sector, and professional services. His career spans leadership roles at Birdview PSA, Infotech Research Group, and Tyco, where he learned the hard lessons that now drive his coaching philosophy.

Tony Cascio brings over 25 years of sales and leadership expertise to the table. As Managing Partner at ValueSelling Associates and Executive Advisor at Cascio Group, Tony has guided everyone from startups to Global 500 companies through sales transformations using the ValueSelling Framework® he perfected during his 18-year career at Gartner. He also serves as Senior Advisor at Mars Discovery District, where he mentors high-growth ventures on scaling for sustainable success.

Timeline:

00:00 - Intro 

02:22 - From Xerox Embarrassment to Sales Leadership 

05:29 - The ValueSelling Journey at Gartner 

08:01 - Money Follows Problems: The Golden Rule 

10:19 - Forecasting to the Dollar for Six Straight Quarters 

14:00 - From Command and Control to Trust and Collaboration 

17:53 - Why Buyer Behavior Hasn't Really Changed 

24:13 - The Three Pillars of Building Credibility 

29:28 - Building a SaaS Startup Inside a 100-Year-Old Company 

34:16 - The Pitfalls of Sales Transformation 

38:07 - Never Lose the Human Element of Coaching 

40:58 - The Power of Collaboration and Curiosity

How to Build a Sales Forecasting Machine

Roland's transformation story at GHD Digital reads like a masterclass in sales leadership. Starting with a team where "everybody was an account manager" and nobody had defined roles, he systematically built what he calls "a real sales organization." The secret sauce? ValueSelling principles combined with relentless preparation and senior leadership buy-in. The result speaks for itself: six straight quarters of hitting quota to the dollar, giving their CEO complete confidence in revenue forecasting.

"If you can't articulate what problem you're solving for the organization you're talking to, you have some work to do."

Roland Griesmayer, Head of Revenue at GHD Digital

Why "Money Follows Problems" Changes Everything

Tony and Roland's partnership has proven that ValueSelling isn't just another methodology—it's a fundamental shift in how organizations think about revenue. By focusing on business problems rather than features and functionality, they've created a framework that works across industries, from traditional hardware to cutting-edge SaaS. The key insight? Buyers haven't fundamentally changed; they still want to solve real problems. The companies that understand this win.

"One of the ways that I like to foster developing trust is by asking really good, intelligent questions that allow us to differentiate ourselves and highlight our specific advantages and unique capabilities.”

Tony Cascio, Managing Partner at ValueSelling Associates

From Command and Control to Trust and Collaboration

The most powerful transformation at GHD Digital wasn't just in the sales team—it was in leadership philosophy. Before implementing any sales training, Roland and Tony conducted a leadership session across the entire business, teaching executives how to move from "command and control to trust and collaboration." This top-down approach created the foundation for sustainable change, with the CEO now using ValueSelling terminology in deal reviews and holding reps accountable to the same standards.

"We don't want to over-engineer our sales cycles. We want to give our reps the flexibility to sell the way they want to sell, but with guardrails in place."

Roland Griesmayer, Head of Revenue at GHD Digital

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Now that you know how to build a value-driven sales organization that forecasts to the dollar, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.

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