Download your Free Value Selling Toolkit here

Cuvama and Zellis expand relationship

Zellis expands relationship with Cuvama to start customer conversations based on outcomes

  • After a successful year consistently improving win rates each quarter, Zellis signs a multi-year contract extension with Cuvama.
  • Zellis is extending its use of the Cuvama customer value management app beyond its sales team to include marketing, and BDRs teams.

London, UK, January 2023: Zellis and Cuvama are pleased to announce their continued partnership which will keep supporting Zellis’ transformation to an outcomes-centric, delivery-focused culture with Cuvama’s customer value management technology.

Zellis is the UK and Ireland’s leading provider of payroll and HR solutions. In Cuvama, Zellis has found an efficient and scalable alternative to ROI calculators and extensive value-selling sales training. Zellis’ sales teams use Cuvama to become value experts, uncover prospect pains and link the Zellis solution to customer outcomes. This information is used to co-create with the prospect a personalised business case. With a significant impact on the sales cycle so far, the new phase will extend the use of Cuvama to new teams and stages of the customer journey.

“Cuvama is a critical component to our customer outcomes-focused business strategy. We have seen higher win rates on opportunities where our sales teams have used Cuvama than when they have not.”

“The additional benefit is we’re now also understanding why customers bought our solution, not just what they bought. This enables us to track and monitor whether or not Zellis’ services are helping our customers to meet their business goals.”

“We’re now expanding Cuvama to our Marketing team to generate higher quality leads.”
Kevin Male
Head of Business Value Advisory, Zellis

Developing New Technology and Processes Together

This new phase in the relationship kicked off with an in-person working session in London. The aim is to expand the use of the Cuvama app to the marketing, and BDRs teams and create a seamless customer journey focused on customer outcomes. This will improve Zellis’ customer retention and satisfaction, as well as increase revenue and reduce churn.

The marketing team will use Cuvama to better qualify leads and to incorporate the voice of the customer into Zellis value proposition. The BDRs will get the right hook to have a value-based conversations with each prospect. A digital record is then passed to sales and on to the customer success team, so it is updated throughout the customer lifecycle based on which challenges and KPIs are prevalent.

Cuvama provides customer value management technology and value-selling best practices. As a product development partner, Zellis has provided user feedback that has allowed Cuvama to make relevant product enhancements in the way prospects are enabled to access and edit their discovery, for example.

Alex Smith, co-founder of Cuvama, adds: “It is fulfilling to be an active part of Zellis’ commitment to a Customer Outcomes strategy. From Day 1, we’ve shared a common vision on how value needs to be embedded in a company’s DNA; excited progress to the next phase of the roadmap together.”

About Cuvama

Cuvama is a pioneer of the customer value management category with a unique solution that enables B2B SaaS organisations to discover and deliver customer outcomes. Cuvama spans the customer journey. For sales, it nails and scales value selling. For Customer Success, it reinforces value with a success plan based on the agreed customer outcomes. And for Product and Marketing, it systematizes a better understanding of the most pressing customer pain points to evolve messaging & value proposition development.

About Zellis

Zellis is the largest provider of payroll and HR software, and managed services, to UK and Ireland-based companies with over 1,000 employees. With over 50 years’ experience and over 2,500 employees, we count nearly half (45) of the FTSE 100 as customers and pay over five million employees a year. We are also the people behind ResourceLink, now part of Zellis HCM Cloud, which won the Chartered Institute of Payroll Professional’s (CIPP) Payroll Software of the Year Award in 2020 and 2021.

Share now:

Before you go...

Download Our FREE Value Selling Toolkit (with templates!)

Exit Intent - Free Value Selling Kit


  • The Ultimate Guide to Value Selling – Taking you from what selling value really means, to how to implement it
  • Value Proposition Guide – How to structure your value prop to enable great value selling
  • Value Discovery Guide – To drive deeper discovery and better sales discovery