# MG Gurbaxani

MG Gurbaxani is the founder of Cuvama, writing about value selling and enterprise deal strategy, including how teams build CFO-ready business cases and handle pricing pressure.

- Profile: https://b2binfluencer.marketing/creators/mg-gurbaxani/
- LinkedIn: https://www.linkedin.com/in/mg-gurbaxani
- Topics: artificial-intelligence
- Based on 14 dated posts, latest 2026-09-23

## Summary

MG Gurbaxani is useful for B2B revenue teams needing CFO-ready value cases and pricing discipline.

- Best for: A B2B SaaS company selling into enterprise accounts for value selling and pricing discipline.
- Not for: Consumer or broad small-business campaigns needing high-volume short-form video and lead metrics.
- Check first: Ask for documented audience survey results or another source covering professional attributes.

### Takeaways

- A business case works when the customer can defend it.
- More research does not replace a clear reason to buy.
- Hold the price, but find out what the buyer is really asking for.

## Main ideas

- **A business case works when the customer can defend it**: A vendor-built case may look complete but leave the internal champion unable to explain or defend its assumptions. MG argues for involving the customer in the numbers so the case becomes their own value story, not just a vendor document.
- **More research does not replace a clear reason to buy**: Call recordings, company news, and account research can inform the seller without giving the champion a persuasive point of view. MG focuses on turning discovery into an argument that answers the buyer’s question about value and helps move a deal beyond no-decision.
- **Hold the price, but find out what the buyer is really asking for**: MG’s pricing story is not simply about refusing discounts. It shows the value of investigating the reason behind a procurement request and considering terms beyond price. It also marks a change in perspective: the pricing consultant who taught discount discipline later faced the pressure of carrying a forecast personally.
- **Choose a value tool by who will maintain it**: MG distinguishes a quick AI prompt, a configured agent system, and owned software by what the organization must keep running. A prompt may be enough for a one-off business case. More durable work—such as carrying a value story through the customer-success handoff or learning from one deal for the next—requires maintained infrastructure and governed data.

## Work to read

- [The pricing consultant who met their own framework at quarter end](https://www.linkedin.com/posts/mg-gurbaxani_let-me-re-introduce-you-to-2019-pricing-activity-7508545113153765376-lnDJ)
- [Why a vendor-built business case gives your champion nothing to defend](https://www.linkedin.com/posts/mg-gurbaxani_thanks-but-weve-got-our-own-business-case-activity-7498031242425171969-2Aky)
- [An enterprise AI had everything except something to say](https://www.linkedin.com/posts/mg-gurbaxani_an-enterprise-ai-walked-into-a-meeting-last-activity-7451959913779548160-KZnh)
- [The Friday 4:30pm email and the weekend it gave back](https://www.linkedin.com/posts/mg-gurbaxani_friday-afternoon-enterprise-ae-seven-figure-activity-7398719073955762176-45Gg)
- [Three ways to build a value tool, and who carries it in year three](https://www.linkedin.com/posts/mg-gurbaxani_the-board-says-cut-the-tech-stack-by-building-activity-7501313522723815425-tMoe)
- [East versus West, babies versus boardrooms, and a negotiated compromise](https://www.linkedin.com/posts/mg-gurbaxani_east-vs-west-babies-vs-boardrooms-and-activity-7379876881279655936-hFhb)

## Brand relationships

- **Cuvama** (owned_business)
- **mgpricing.com** (owned_business)

## Partnerships

MG Gurbaxani runs Cuvama, a value-selling platform. The commercial activity in the posts is promotion of the company and its own events, not a published partnership programme. The clearest format is the Cuvama roundtable roadshow: rooms deliberately kept to about 25 B2B tech revenue leaders — CROs, heads of value, senior enterprise AEs and sales enablement leaders who carry a number — running roughly two and a half hours with breakfast and a panel, in Dublin, Berlin and London. One post states plainly that the events are not for vendors hoping to pitch attendees, so paid presence there should not be assumed. Before building a plan around these rooms, ask whether Cuvama accepts sponsors, co-hosts or speakers, and on what terms.

## Alternatives

- Askia Sisay: Choose Askia Sisay instead if the need is a workshop on forecast discipline, sales-operations process or the weekly operating rhythm of a B2B sales team rather than CFO-ready value cases and quarter-end pricing. Sisay's posts address the same broad commercial decision—helping a revenue team make better calls—but focus on pipeline and forecast quality. One post lists the deals that appear in the forecast without existing on Friday: resurrected closed-lost deals, verbal-only commitments, inbound demos forecast to close in four days, sandbagging revealed late and last-minute enterprise Hail Marys. The companion post is a Q3-resolution piece about CRM hygiene, early pipeline building, honest forecasting, follow-up quality, lunch breaks and after-hours Slack, with the practical line that a team does not need eight new habits; it needs one it will keep. This is a better fit when the session's measurable outcome is forecast accuracy, CRM adoption or pipeline-generation behaviour, and the audience responds to short, recognisable sales-floor humour.
- Sid Khaitan: Choose Sid Khaitan instead if the need is product marketing scope, protecting focus, commercial-launch ownership or how a B2B marketing function decides what it will and will not own. Khaitan's posts keep the same revenue-accountability frame—tie work to pipeline and closed-won—but apply it to the product marketing role rather than enterprise deal value. One post argues that product marketers become gap fillers when they repeatedly patch work nobody else owns, and that the fix is to prioritise work tied to numbers and name the actual owner out loud when a gap must be filled. The other argues for the 'corpie plus indie hacker' stack: a day job plus outside building provides more reps, financial stability, risk tolerance and commercial perspective, while allowing that people should not compete with their employer or let their work suffer. This is a stronger choice when the campaign's goal is to help a product marketing or GTM team clarify ownership, defend its roadmap or build commercial-launch accountability.
- Andrius Avinas: Choose Andrius Avinas instead if the need shifts to agency business development, client qualification or protecting a service team's energy while selling. The same commercial decision—who should train a B2B revenue team—looks different when the audience is agency owners, account managers or consultancies rather than SaaS enterprise sellers. One post describes two years of business development and reframes rejection as usually a matter of timing, budget, priorities or bandwidth rather than personal failure, with the arithmetic that asking 100 people might mean talking to 20 and closing 3. The other describes firing a client after repeated last-minute changes, urgent updates and feedback that felt like insults, arguing that not every client is your client and that protecting team energy matters. This is a better fit when the session's outcome is better lead conversations, stronger qualification or permission to walk away from bad-fit work.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/