#169 – Mastercast: From Total Cost of Ownership to Total Cost of Innovation w/ Ivano Fossati (2025)

It’s another Mastercast episode this week on the Sales Transformation Podcast as Phil is joined by another recent graduate of our master’s programme: Ivano Fossati, Chief Revenue Officer EMEA at SAP Customer Experience.  Ivano shares insights from his Master's project on 'Value-Based Selling in the Age of Innovation', emphasising a shift from traditional ideas of Total Cost of Ownership to a model that focuses more on innovation. He discusses the importance of emotional intelligence, customer value, and internal collaboration, as well as how his ideas have been implemented within SAP.  Highlights include:  [03:36] – Value-Based Selling in the Age of Innovation – what led to the title? [19:13] – What drives emotions during selling can differ by stakeholder [34:20] – Shifting to a listening mindset   Connect with Philip Squire on LinkedIn  Connect with Ivano Fossati on LinkedIn  Join the discussion in our Sales Transformation Forum group.  Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.