About

Not a sales trainer. A value consultant who sold it first.

Sultan Semlali has spent 20 years building the business cases that get enterprise deals signed. Now he teaches sales teams to do the same.

Sultan Semlali, founder of Value Coach
Who I am

20 years selling value, not features.

I'm the Global Value Consulting Director at Sitecore, where I build CFO-ready business cases for enterprise software and win deals on outcomes, not feature lists. Before Sitecore, I spent two decades in enterprise sales and consulting at Oracle, Adobe, Salesforce, EMC, and Microsoft.

I founded Value Coach to teach what most sales training misses: how to quantify value, defend a number in front of a CFO, and lead a buyer to a decision. Not theory. The same methods I use to win real enterprise deals.

I studied business management at ICHEC Brussels Management School and marketing at Katholieke Hogeschool Leuven. Today I work with sales teams, solution consultants, and leaders who are tired of losing good deals to "no decision."

Value sellingBusiness casesCFO conversationsEnterprise salesSales coaching
Where I've worked

Two decades inside the companies that set the standard.

OracleAdobeSalesforceEMCMicrosoftSitecore
Work with me

Ready to build a value-selling team?

Start with the free workshop, or read the value selling training overview to see how the program works.

Book the free "Sell to the CFO" workshop

90 minutes. Your team. A business case framework they'll actually use.