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Our Team Of Experts

We look forward to exploring how our team can help your organization meet and exceed expectations.

Jim Allen (2)

Accountable. Sustainable. Measurable.

Providing aligned sales and marketing solutions that create and sustain increased revenue.

Accountable - The Value(s) Based professional development and certification programs are not just another rah-rah session. It ensures your teams have the support they need to demonstrate competency in 33 Best Practices & Processes.

Sustainable - Our experts have decades of experience delivering sales and enrollment revenues prior to helping our clients implement the Value(s) Based methodologies. This experience ensures your team moves from knowing to doing. We call this a Can Do Competency.

Measurable - Our team provides a custom strategic plan complete with KPIs and measurable goals specific to your organization's challenges then we coach to competency so your team is able to meet those goals.

"We rolled out VBS both internally and to our distribution channel partners. The VBS coaches did an outstanding job of delivering the training with compelling role-playing exercises.  All in all, VBS is a very important set of skills that we are in the process of integrating into all aspects of our operations."

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Brett Smith | Founder

Jim Allen Photo  |  VBI  |  CEO/Founder/Author

Jim Allen


Prior to founding Value Based Inc., Jim founded and held the CEO position at Certified Software, the first PC accounting software certified by a national accounting firm and selected for distribution through over 7,000 retail computer stores. He also held the VP of Sales/Marketing positions in two technology and services (SaaS) companies, setting numerous records and earning prestigious awards. READ MORE >>

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Cathy Garland

Sr. Consultant

Cathy brings over 20 years in sales and marketing to a unique combination of Higher Education and Software/SaaS. This includes experience with start-up SaaS companies—the challenges faced and the distinct requirements of sales for SaaS versus other product sales—and her reputation in Higher Education for delivering award-winning products, training, and support.  READ MORE >>

David Lofthouse, Value Based

David Lofthouse

Sr. Consultant

David has broad experience in managing the student services side of higher education, specifically, Enrollment Management including the Marketing, Recruitment, and Admissions departments for over 20 years. Dave is proud that he has hit growth targets and set records with the help of good people on the campuses he has served.  In one case, the campus grew by over 60% in 5 years.

Rod Friesen

Rod Friesen


Rod Friesen has spent most of his career in the food manufacturing business, most recently (for the last 31 years) in the food processing industry as president of Truitt Brothers/Truitt Family Foods, taking an active role re-branding and brand-architecture development, product development, go-to-market strategies, as well as identifying and building keystone business opportunities.

Melissa Chimento

Melissa Chimento

Consultant, Healthcare/Software

Melissa is a successful healthcare sales professional having worked for American Medical Electronics, Intraocular Lens Implants and Allergan, Inc. She has also served as a liaison between sales and engineering and marketing departments, assisted in new product launches, the salesperson recruitment process, and technical product and sales training.

Mark Oronzio

Mark Oronzio

Consultant, Education/Software

Mark has held executive level P & L responsible sales and marketing positions for over 20 years with companies in the technology, retail and distribution industries. He has developed and led US sales organizations including the channel team, strategic relations, training resources, and operational staff. He and his teams produced double digit growth year-over-year. 

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Value(s)-Based Results

Value Based is changing the global culture of sales and marketing by providing custom sales and marketing strategic plans. Our integrated, value(s)-based and consultive approach to sales and marketing creates and delivers increased sales and revenues for the Software/Saas, Manufacturing, and Higher Education sectors.