Introduction

Treasure Data is an AI-enabled marketing platform that unifies all customer data to help marketing teams deliver personalized customer experiences that drive revenue growth. Because KPIs and use cases vary widely by industry and team, features alone weren’t enough—the company needed a standardized, collaborative way to tie capabilities to measurable business outcomes.

In early 2024, Treasure Data partnered with Ecosystems to make value the common language across its go‑to‑market motion.

The Challenge: Great Features, Fragmented Value Story

Treasure Data had no shortage of product innovation. They had numerous use cases across marketing and customer experience (CX). However, that versatility came with complexity. Feature-first selling limited access to executive buyers, who struggled to connect technical capabilities to measurable outcomes.

Because of this, ROI often felt abstract, and differentiation relied heavily on product comparisons rather than customer impact. Despite a qualitative framework that mapped customer goals, challenges, and KPIs, the value narrative wasn’t yet consistent and was particularly challenging to scale across the entire team.

Before Ecosystems, the value function was a team of one, operating through manual, bespoke business cases built in spreadsheets and PowerPoints. Each engagement required deep, hands-on support, making it impossible to keep pace with a global high-growth organization. As new features and use cases emerged, the process couldn’t adapt quickly enough, the data went stale, and the story varied from seller to seller. Treasure Data needed a unified, dynamic system that could standardize the message, quantify business impact in real time, and keep every team aligned as the solution evolved.

The Solution: Ecosystems Collaborative Value Assessment

With a global, fast-moving GTM engine, Treasure Data needed something far beyond a static toolkit; they needed a scalable way to operationalize value in every deal. That’s why the team built their Value Framework inside Ecosystems’ Collaborative Value Assessment.

To lower the barrier in first meetings and increase adoption for newer internal users, the team leverages Ecosystems’ tools such as the Express Collaborative Value Assessment and the Web Value Calculator to start the qualified value conversation live, then deepen into full CVAs as collaboration grows.

2.  Standardized and Scalable Branded Outputs

Ecosystems produces customer-ready outputs focused on value that fits cleanly into proposal and demo decks, creating a consistent, on-brand, and repeatable experience. This not only created consistent results, but also tripled value selling adoption among Treasure Data’s sellers.

By using the Collaborative Value Assessment (CVA), sellers can now quickly build and deliver polished business cases that are executive-ready and tailored to each customer. The uniform presentation ensures that every deal communicates Treasure Data’s value story in a clear, measurable, and visually compelling way.

3.  Customer Collaboration

When customers co-author, deals progress faster and close stronger.

Treasure Data’s experience proves this out. A large automotive manufacturer joined the value program from day one, iterating the business case 10–12 times, adding benefits and use cases, and using it to lead internal buy-in, resulting in a successful implementation and program.

By inviting customers directly into the Ecosystems platform, Treasure Data operationalizes these findings by transforming collaboration from an informal behavior into a repeatable sales best practice. Each co-authored case builds shared ownership, accelerates buying consensus, and sets the foundation for value realization post-sale.

Internal Adoption & Change Management

Scaling a value program is as much about enablement and process as it is about technology. Treasure Data paired the platform with a disciplined rollout strategy:

Community & Partnership

Ecosystems’ Customer Value Community has been a critical catalyst for Treasure Data’s early success with value selling. The community brings together 4,600+ practitioners across 1,600+ companies, including some of the most recognized leaders in enterprise technology—AWS, Google Cloud, Salesforce, Palo Alto Networks, Autodesk, and Qualtrics—to share proven frameworks, benchmarks, and emerging best practices in customer value management. Learn more about the Community here.

For a lean value organization, access to this network was transformative. The Treasure Data team was able to learn directly from peers who had scaled value practices globally, adapt proven playbooks, and shortcut months of experimentation. This collective insight from community sessions, benchmark reports, and shared enablement templates helped Treasure Data launch a professional, scalable program in record time.

Results & Early Impact

In the 18 months using Ecosystems, Treasure Data achieved:

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