What makes you and your organization more valuable than the next? In a high-growth organization, every person should know the answer. If not, the Leadership team has quite a bit of work to do. We cannot rely on our sales/marketing teams to make up the story, or to figure out the value proposition. The organization’s value proposition should be a continuous focus for its Leadership team. The Leaderhip team is responsible for setting the goals and executing the plan in order to create, maintain, and enhance the value that the organization provides. Additionally, we must make sure everyone on the team, and especially those interfacing with current and potential customers, knows how to tell our story and how to convey our value.
Sales people sell products and services, however the best sales people sell their value and their organization’s value to the customer. It is our job as leaders to make sure they have real value to sell.
And if you have not gone out on a sales call lately – do it. See for yourself what value the team is selling.
Devoted to Leadership 
Good thoughts on sharing the company’s value proposition. I like that you encourage participating on a sales call so leadership can hear the team share the value proposition first hand. I share with our team that when feasible they should take a team mate on the call. If it is not possible, then practicing the pitch will help to make it the most productive.