Aligning the Organization with your Value Proposition


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Are you confident in your value proposition? Pat Tremaine explains 3 key step to aligning your organization with your value proposition compiled from this years 2013 Frost and Sullivan Marketing World Event.

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Aligning the Organization with your Value Proposition

  1. 1. 3 Steps to Aligning your Organization with your Value Proposition Pat Tremaine, TMG International Inc. Key Takeaways from Marketing World 2013 Breakout Session. 3.2.1.
  2. 2. Alignment is Critical.. A well executed value proposition can bring your brand to life and improve your Customer experience; however delivering on your brand proposition requires cohesion amongst cross functional teams in the organization… Does everyone in your organization understand what actions they have to take to deliver your Value Proposition at each customer touch point?
  3. 3. Some Facts: 1/3 of TMG surveyed respondents said they were confident they had a well-defined proposition…
  4. 4. …but of the 1/3, less than half felt their organizations were consistently delivering on their Value Proposition!
  5. 5. 3 Key Steps to align your organization with your Value Proposition…..
  6. 6. 1. Ensure all executives are on board, engaged and accountable • Engage the CEO: The organization must see the CEO as involved and engaged in order to fully buy- in • Include the executive team: Successful and consistent delivery of the value proposition proof points requires that executives from all functional areas are on board • Have an executive sponsor: In order to keep the development and implementation of your value proposition moving forward, best practice indicates there needs to be one executive who is the sponsor
  7. 7. 2. Customer must be at the centre of the Value Proposition Development • Synthesize existing information: Gather all reports from customer touch points and listen to what they’re saying. This will help you identify your customers’ needs and pain points • Create Value Proposition hypotheses: From your analysis, create two or three very distinct value propositions and proof points to test with your customer • Co-create the Value Proposition with your customers: Co-creation involves facilitated discussions with your customers and interaction between your customers and employees. This will allow you to select and fine tune your Value Proposition Synthesize existing information Create Value Proposition Hypothesis Co-Create Value Proposition with your Customer
  8. 8. 3. The Value Proposition work must be a living program that helps guide the Organization • Build a cross functional team: Key stakeholders from all functions must be involved in the development and implementation • Must feed the planning process: Your proof points need to become projects and become part of the plan for the next 1-3 years • Helps to set priorities: Proof points must be discussed and prioritized amongst themselves and against other projects in the organization Key Considerations: If the marketing department does not lead the planning process, working closely with and involving the planning/strategy groups will be required
  9. 9. 3. The Value Proposition work must be a living program that helps guide the Organization (Cont.) • Create action plans for each proof point: Each needs to be scoped out with detailed activities that outline how each functional area will deliver the customer proof points • Create milestones and measurements: this should be done at the strategy and execution levels so the organizations sees the progress and impact • Communicate: Ensure that employees understand what is being done and their role in its success Key Considerations: In communications try to avoid internal jargon and acronyms-Keep the language simple
  10. 10. Final Thoughts • Creating a Value Proposition is not a marketing exercise but one that the entire organization needs to embrace and participate • A Value Proposition that is developed with the customer and employees, and communicated in the customer’s voice can rally an organization • Implementing the Value Proposition proof points consistently creates strong customer relationships and can transform an organization Customer Employees Employees Employees Employees
  11. 11. @TMGint