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Context Driven Value Messaging Framework

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Many B2B value propositions fall flat because they sound like dozens of other similar statements, and fail to communicate in precise terms how the customer will benefit. Value messages must meet three …

Many B2B value propositions fall flat because they sound like dozens of other similar statements, and fail to communicate in precise terms how the customer will benefit. Value messages must meet three criteria: They must describe value that is tangible, relevant to the customer, and unique to the vendor. The Shirman Group has developed this step-by-step process for understanding the context within which the customer is making their purchase decision, and developing tangible, relevant, and unique messaging.

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  • 1. CONTEXT-DRIVENVALUE™Creating your story© 2012 The Shirman Group, Inc. All rights Reserved
  • 2. TangibleRelevantUniqueVALUE must haves© 2012 The Shirman Group, Inc. All rights Reserved
  • 3. © 2009 The Shirman Group, Inc. Allrights ReservedCONTEXTdetermines customers’perception of value© 2012 The Shirman Group, Inc. All rights Reserved
  • 4. PerceivedValue© 2012 The Shirman Group, Inc. All rights Reserved
  • 5. PerceivedValueTangibleValue© 2012 The Shirman Group, Inc. All rights Reserved
  • 6. Contextis mostly invisible at first glace© 2012 The Shirman Group, Inc. All rights Reserved
  • 7. TANGIBLE, RELEVANT, UNIQUE VALUEThe CONTEXTICEBERG EnvironmentCompanyUse CasesPeople• Industry• Customers• Technology• De/regulation• Initiatives, plans, M&A• Competition• Financial / market momentum• Decision-making style• Purchasing process• Functions and tasks• Systems• Decision makers• Users• Objectives• Business Processes• Metrics• Management Visibility• Functional role• Job objectives• Commitments• Decision-making Style• Personal agenda• Mindset• Ego• Relationship© 2012 The Shirman Group, Inc. All rights Reserved
  • 8. Creating yourVALUE STORYTrainingMaterialsModelLogicBasicProcessCompleteProcess© 2012 The Shirman Group, Inc. All rights Reserved
  • 9. • Define businesscase logic• ID keyassumptionsCreating yourVALUE STORYTrainingMaterialsModelLogic• Validate logic withcustomersBasicProcessCompleteProcess© 2012 The Shirman Group, Inc. All rights Reserved
  • 10. • Define businesscase logic• ID keyassumptions• Build model• Documentassumptions• Run scenariosCreating yourVALUE STORYTrainingMaterialsModelLogic• Validate logic withcustomers• Gather referencedataBasicProcessCompleteProcess© 2012 The Shirman Group, Inc. All rights Reserved
  • 11. • Define businesscase logic• ID keyassumptions• Build model• Documentassumptions• Run scenarios• Create sales andmarketing contentCreating yourVALUE STORYTrainingMaterialsModelLogic• Validate logic withcustomers• Gather referencedata• Design modeloutput and userinterfaces• Write user guideBasicProcessCompleteProcess© 2012 The Shirman Group, Inc. All rights Reserved
  • 12. • Define businesscase logic• ID keyassumptions• Build model• Documentassumptions• Run scenarios• Create sales andmarketing content• Value storyCreating yourVALUE STORYTrainingMaterialsModelLogic• Validate logic withcustomers• Gather referencedata• Design modeloutput and userinterfaces• Write user guide• Discovery• Model usageBasicProcessCompleteProcess© 2012 The Shirman Group, Inc. All rights Reserved
  • 13. USE CASE-DRIVENVALUE STORY™Use Case ObjectiveBusiness MetricsCustomer ObjectiveInfluence Factors© 2012 The Shirman Group, Inc. All rights Reserved
  • 14. USE CASE-DRIVENVALUE STORY™Product FeaturesEnabled TasksTask ImprovementsProductUse Case ObjectiveBusiness MetricsCustomer ObjectiveInfluence Factors© 2012 The Shirman Group, Inc. All rights Reserved
  • 15. USE CASE-DRIVENVALUE STORY™Product FeaturesEnabled TasksTask ImprovementsProductImprovements to InfluenceFactorsImpact onCompanyObjectiveMetricImprovementsImpact on UseCase ObjectiveUse Case ObjectiveBusiness MetricsCustomer ObjectiveInfluence FactorsYour uniquecontributionto their business© 2012 The Shirman Group, Inc. All rights Reserved
  • 16. SIMPLEWhen possible© 2012 The Shirman Group, Inc. All rights Reserved
  • 17. SOPHISTICATEDWhen necessary© 2012 The Shirman Group, Inc. All rights Reserved
  • 18. AUDIENCESPeopleOrganizations
  • 19. AUDIENCESPeopleOrganizationsIdentifyPrioritizeMessagePursue
  • 20. YOUdeliverTHEYwant© 2012 The Shirman Group, Inc. All rights Reserved
  • 21. FeaturesTechnologiesInterfacesEase of usePerformanceCustomizationIntegrationServices / ExpertiseSupportCompany initiativesDepartment objectivesCareer advancementJob securityEgoIncomeMBOsProcess metricsCommitments toboss/colleaguesYOUdeliverTHEYwant© 2012 The Shirman Group, Inc. All rights Reserved
  • 22. VALUE© 2012 The Shirman Group, Inc. All rights ReservedYOUdeliverTHEYwant
  • 23. ObjectiveAccelerate goalsAmplify resultsStreamline the pathDESCRIBING NEEDSProblemReduce severityEliminate sourceMitigate impact
  • 24. SUCCESS FACTORSfor defining Context-Driven Value• Use customer successes as basis for value claims• Make reasonable assumptions when datais unavailable• Validate with customers throughout the process• Keep it simple• Learn as you go© 2012 The Shirman Group, Inc. All rights Reserved
  • 25. Web: www.ShirmanGroup.comEmail: info@ShirmanGroup.comBlog: www.RevenueOrchard.comTwitter: B2BGuruAvailable on Amazon.com orat:http://42rules.com/book/42-rules-for-growing-enterprise-revenue/