The toughest, most enduring challenge facing your salesforce is measuring, proving, and communicating customers' ROI. Every non-renewal and downsize hurts your profitability. RX's answer was to reframe the question. What is the customer's return on expectation? Fernando Fischer, President of the Americas for RX shares the processes behind the strategy, vision, and value based selling evolution. This session was recorded at the 22nd annual Exhibition and Convention Executives Forum (ECEF) on May 31, 2023, in Washington D.C.