We've spent years helping businesses improve how they work with customers. Valueflow is what came next.

Conceptual workshop scene with a whiteboard mapping Acquire, Onboard and Outcome Delivery using connected notes.

Valueflow grew out of Valuize, a specialist consultancy founded in 2017 to help B2B technology companies improve how they acquire, onboard and deliver value to customers.

That experience gave us a firsthand understanding of both the importance of this work and how difficult it can be for businesses to get it done well.

What we learned at Valuize

Conceptual desk scene showing Sales, Onboarding and Customer Success workflows with notes questioning handoffs, manual steps and outdated processes.

Through our work with leading B2B technology companies, we saw a recurring challenge.

Businesses understood the importance of delivering consistent customer value, but translating that ambition into a clearly defined way of working was often difficult.

It meant bringing together knowledge from different teams, establishing responsibilities and handoffs, documenting the details behind customer journeys and continually revisiting decisions as the business evolved.

Doing this properly took considerable time, resources and specialist expertise. Too often, important work was delayed, left incomplete or difficult to keep current.

Why we built Valueflow

We believed there should be a better way to do this work.

One that makes specialist knowledge and proven approaches more accessible, reduces the effort involved and gives businesses greater independence in defining and improving how they operate with customers.

Valueflow is the result.

We've brought our experience of customer lifecycle design into a software product that combines structured operating models with AI assistance, helping businesses build, examine and improve how they work with customers.

Our ambition is to make this an ongoing capability within businesses, rather than something that only happens when there's time for a major project or a team of specialists available.

Partner Close Review selected in Valueflow with its objective, trigger, Human plus Agent actor model and review steps visible.

Meet the founders

Ross Fulton

Founder, Valueflow and Valuize

Before founding Valueflow, Ross built and led Valuize, a consultancy that helped many of the world’s leading B2B technology companies improve their customer lifecycles, operating models and supporting systems.

He pioneered design frameworks including ValueXperience, Value-based Outcome Design and Outcome-led Customer Lifecycle Design. These frameworks helped shape industry best practices for delivering customer value, retention and growth.

Before Valuize, Ross transformed and led pre- and post-sales organizations at B2B technology and services companies, connecting revenue to customer outcomes.

Ross on LinkedIn

Matthew Wagner

Co-founder

Matt brings more than a decade of experience in SaaS engineering, enterprise integration, cloud technology and data. At Valuize, he combined software development and IT leadership with hands-on work connecting customer lifecycle systems, including Salesforce, Gainsight and Zuora.

He now brings that experience to Valueflow’s product and technology, helping turn customer lifecycle expertise into practical software for designing, reviewing and improving operating models.

Matt on LinkedIn

See what we've built.

Explore how Valueflow brings this experience into a product your team can use to define and continually improve how your business works with customers.

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