Scaling Value Selling: How Palo Alto Networks Increased Win Rates by 52% with Ecosystems

At a Glance

  • 52% increase in win rates when sellers used Ecosystems to create business cases
  • 49% increase in seller-generated business cases year-over-year
  • Self-authoring capabilities enabled agility and reduced administrative overhead
  • Collaborative value platform for the full customer lifecycle, from pre- to post-sales
  • Increased deal size and shortened sales cycles through more impactful customer conversations
  • Meets strict cybersecurity standards, including SOC 2 Type II and NIST 400 compliance
“We’ve proven that when sellers use Ecosystems, we win more—and win bigger.”

Maher Iskandar
‍Head of WW Center of Excellence, Palo Alto Networks

Introduction

As a global cybersecurity leader, Palo Alto Networks helps organizations secure their digital future. Internally, however, the team faced a key challenge—how to scale value selling across enterprise, commercial, and mid-market segments while maintaining consistency, quality, and speed. Their consultative model was highly effective for strategic deals but couldn’t scale to meet growing demand across the business.

To understand how they addressed this challenge, we sat down with Maher Iskandar, Global Head of Business Value & Strategy at Palo Alto Networks, for a Q&A on how his team partnered with Ecosystems to drive a scalable, seller-led value motion—empowering sellers to co-create value with customers and track impact across the full lifecycle.

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The Challenge

Before partnering with Ecosystems, Palo Alto Networks was focused on a consultative service that wasn’t scalable. They lacked templatized content, calculators, and a consistent workflow.

  • Value consulting was limited to high-touch deals and couldn’t scale to broader segments.
  • Lack of standard tools and workflows made consistent execution impossible.
  • Needed a centralized, scalable platform to extend impact across the business.
Value-based selling helped us win more, win bigger, and build stronger customer synergies. We needed a scalable system to bring those benefits to the rest of the business.”

Maher Iskandar
‍Head of WW Center of Excellence, Palo Alto Networks

The Solution

With Ecosystems, Palo Alto Networks was able to:

  • Centralize value models, calculators, and narratives
  • Co-create value stories with customers from discovery to post-sale value realization
  • Enable flexible and scalable seller-friendly workflows
  • Seamlessly generate value propositions for bundled multi-product platform deals
  • Automate discovery and insight generation with ViViENTM AI
  • Guarantee customer data is secure, with Ecosystems as the only SOC 2 Type 2, NIST 800-53 value platform
What was really intriguing about the Ecosystems platform is the ability to add your customers as a collaborator, to work hand in hand with them in building cases, and then really to be able to take that story and that output and collaboratively evangelize it to be able to win a deal."

Maher Iskandar
‍Head of WW Center of Excellence, Palo Alto Networks

Implementation

A methodical rollout enabled by Ecosystems’ value engineering team ensured quick time-to-value:

  • Sellers onboarded with ready-to-use content
  • Platform aligned to existing Salesforce workflows
  • Consultative enablement paired with top-down executive support

Differentiators

Ecosystems stood out not just for software, but for its broader ecosystem:

  • Customer Value Community: a network of 4,000+ leaders from top SaaS companies driving innovation in the platform and the pioneering use of ViViENTM
  • Value Blueprint: A proven maturity model guiding the journey from Center of Excellence to field democratization
  • AI Discovery Tools: ViViENTM, the first AI value engineer, built directly into the platform

Results

Palo Alto Networks tracked the impact across key business metrics:

  • 52% win rate improvement with Ecosystems
  • Achieved 49% year-over-year growth in seller-generated business cases
  • Ecosystems helped elevate customer conversations, increasing average deal size and shortening sales cycles

Looking Ahead

Palo Alto Networks is investing in AI-powered discovery and broader seller enablement. As part of the Customer Value Community of 4,000+ leaders from top SaaS companies driving innovation in the platform and the pioneering use of ViViENTM—the first AI agent for value selling—the team is evolving its value strategy to stay ahead.

It’s not just a platform. It’s a trusted partner helping us scale transformation."

Maher Iskandar
‍Head of WW Center of Excellence, Palo Alto Networks

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About Palo Alto Networks

Palo Alto Networks is the global cybersecurity leader, committed to making each day safer than the one before with industry-leading, AI-powered solutions in network security, cloud security and security operations. Powered by Precision AI®, our technologies deliver precise threat detection and swift response, minimizing false positives and enhancing security effectiveness. Our platformization approach integrates diverse security solutions into a unified, scalable platform, streamlining management and providing operational efficiencies with comprehensive protection. From defending network perimeters to safeguarding cloud environments and ensuring rapid incident response, Palo Alto Networks empowers businesses to achieve Zero Trust security and confidently embrace digital transformation in an ever-evolving threat landscape. This unwavering commitment to security and innovation makes us the cybersecurity partner of choice.

At Palo Alto Networks, we're committed to bringing together the very best people in service of our mission, so we're also proud to be the cybersecurity workplace of choice, recognized among Newsweek's Most Loved Workplaces (2021-2024), with a score of 100 on the Disability Equality Index (2024, 2023, 2022), and HRC Best Places for LGBTQ+ Equality (2022). For more information, visit www.paloaltonetworks.com.