Value-capture selling is the current challenge for corporations and sales professionals everywhere—making the transition from a revenue objective to a focus on corporate value. This requires a fundamental shift from a strong belief that to a new creed that . It is what JC Larreche, professor emeritus at INSEAD and an expert on sustainable value creation, calls the 3rd Sales Transformation.In a future marked by escalating financial pressures, the significance of value capture will only grow, and in , JC Larreche provides sales professionals everywhere with the tools they need to become masters at this new art! "Most sales forces focus only on revenue, not value capture. Larreche’s book can help you make the necessary transition. If you are in Sales, read it because the data revolution is increasing scrutiny from Finance and others in your firm about how selling efforts build or destroy enterprise value. And if you are a C-Suite executive, read it carefully, because selling affects core elements of value creation." is a very compelling and complete work that illustrates well the challenges of the transition from product value to corporate value—both for the customer and for the supplier. JC Larreche lays out a powerful framework for any sales professional anywhere to win in this new world of selling!" gives us the powerful insights required to capture more value for our company while keeping the customer at the center—right where they belong."