The 2V-2R Formula: How Modern Sales Teams Are Breaking Through Digital Noise
The days of dropping off donuts and calling it “relationship-building” are long gone. Buyers have changed how they evaluate vendors—and sales teams that haven’t adapted are falling behind. Andy Hedrick, founder of Green Path Technology, learned this lesson firsthand. After nearly three decades in logistics tech sales with companies like Trimble and TMW Systems, he built a modern sales strategy that now helps clients achieve 15x to 35x returns on sales investments.
The End of Old-School Sales
“I was that person doing city blitzes all the time,” Hedrick laughs. “You’d spend $1,500 to fly out, drop off brochures, and hope to catch someone between meetings.”
It wasn’t sustainable—and worse, it wasn’t effective. Buyers were moving online, vetting vendors through social media and websites before ever taking a meeting. As Harvard Business Review’s research on the modern B2B buying process explains, decision-makers now prefer self-education before engaging with sales.
For Hedrick, this shift sparked a breakthrough: could he generate pipeline digitally and still close high-value deals? The answer became his now-proven framework—the 2V–2R Formula.
The 2V–2R Framework: Value Over Risk
At its core, 2V–2R stands for Value + Verified Results > Risk + Resistors.
Every modern sales conversation must answer one question: is the value greater than the perceived risk?
“We lead with case studies, testimonials, and quantifiable ROI,” Hedrick explains. “Executives care about three things: revenue growth, cost reduction, and operational efficiency. If you speak that language, you win.”
This modern sales strategy eliminates guesswork. Instead of relying on volume or cold outreach, it prioritizes targeted, high-impact communication that shows proof of results from day one.
Targeting the Right Decision-Makers
Hedrick’s framework begins at the top—with executives, not gatekeepers. As McKinsey’s findings on digital-first sales effectiveness highlight, 70% of B2B buyers now prefer remote or self-serve interactions, making it easier to reach senior leaders directly.
“Today’s CEOs and CFOs are more active on LinkedIn than ever before,” Hedrick notes. “They’ll read your posts, check your credibility, and respond if you lead with insight instead of a pitch.”
This executive-first approach increases conversion rates because it focuses on decision-makers who control budgets—and are eager for vendors who understand their business challenges.
Results That Speak for Themselves
When Hedrick tested this digital-first model in 2018, his own results were dramatic:
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10x pipeline growth in six months
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Engagement from senior executives who’d previously been unreachable
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$250,000–$500,000 deal sizes generated through online channels
This scale simply wasn’t possible through traditional prospecting. By leveraging automation and personalized digital outreach, he reached 2,400 executives and created 24,000 digital touchpoints in six months.
Breaking the Feast-or-Famine Cycle
One of the biggest issues Hedrick saw was inconsistency. Traditional teams alternate between heavy prospecting and reactive selling, which causes pipeline volatility.
His solution: continuous value delivery. “Always be feeding your funnel,” he says. “We’ve had clients ask us to slow down because they’re overwhelmed with opportunities.”
That kind of sustainable pipeline growth is exactly what modern B2B sales requires—a consistent rhythm of demand creation, not random spikes of activity.
From Lead Generation to Market Intelligence
The 2V–2R Formula does more than drive sales—it helps companies test new markets and validate product fit without massive budgets.
“A client thought their fuel hauling solution only applied to petroleum,” Hedrick recalls. “Our outreach discovered dairy operations were a perfect fit—a $250,000 market opportunity.”
It’s a simple truth of modern sales strategy: consistent digital engagement not only builds pipeline but also generates market data that can guide innovation and investment.
Redefining the Modern Sales Professional
Technology is only part of the equation. The human element still drives conversion.
“The most successful salespeople share engaging content, post thought leadership, and show up authentically online,” Hedrick says. “They’re comfortable combining relationship-building with digital outreach.”
As HubSpot’s guide to building a modern sales strategy points out, today’s best sellers act as trusted advisors—connecting insight, credibility, and consistency across every channel.
The takeaway? Modern sellers are digital relationship-builders, not door-to-door hustlers.
The Rise of Sales Outsourcing
Because finding digitally fluent sales talent can be difficult, many companies now outsource their sales function—much like marketing was outsourced a decade ago.
Green Path Technology’s clients often prefer this approach. “We did a proposal where internal hiring would cost $43,000 per month. Our model was $9,500 plus commission—with guaranteed demand,” Hedrick says.
It’s a scalable, data-backed extension of modern sales strategy—lower cost, higher reach, and measurable results.
Marketing + Sales: One Growth Engine
The 2V–2R philosophy reinforces something Virago has long championed: marketing and sales aren’t separate silos—they’re one continuous growth engine.
“The best organizations have both teams working off the same message,” Hedrick says. “Sales needs marketing’s storytelling. Marketing needs sales’ feedback. When those align, everything accelerates.”
That’s marketing that moves the needle—strategy and execution in sync, producing measurable revenue outcomes.
Practical Tactics: The Podcast Strategy
One of Hedrick’s most effective lead-generation tactics involves hosting podcasts with potential clients and partners.
“Let them tell their story,” he says. “When they ask what I do, I explain how we help companies achieve 15x–35x ROI on sales projects. And many of them become clients.”
This conversational, value-first approach builds relationships faster than cold outreach and perfectly illustrates the 2V–2R mindset: give value first, prove results, and the business follows.
The Future of Sales
AI and automation will continue to reshape sales, but human connection will remain the ultimate differentiator.
The successful salespeople of tomorrow will blend digital efficiency with authentic engagement. They’ll use technology to amplify—not replace—the personal touch that closes deals.
Companies that adopt a modern sales strategy rooted in value, verified results, and genuine connection will thrive. Those clinging to outdated tactics will fade into irrelevance.
If you’re ready to modernize your sales and marketing approach, explore how Virago helps companies turn strategy into measurable growth at the Virago Marketing Blog.
FR8 Marketing Gurus
A podcast where freight, logistics, and supply chain leaders come to talk real marketing.
