Align Strategy with Customer Journeys: Best Practices to Adopt Value Management

Format: Whitepaper

Posted in Product Management, Quantify Customer Value


Customer Value Management focuses commercial teams on the customer outcomes that result from deciding to buy an offering. Top B2B companies recognize that business customers embarking on a buyer’s journey have a simple outcome: maximizing value. When quantified, commercial teams can work backwards from realized customer value, translating product features into customer-centric benefits, streamlining customer conversations, and identifying deliverables based on impact.

It takes two key ingredients to build and sustain a customer-centric culture based on value: the management discipline to make value a specific part of internal processes and strong programs to cultivate value management as a skill. In this white paper, we explore Value Management best practices that world-class enterprises use to make better commercial decisions, including:

  • The three primary Value Management tools, and how they can be applied to make better decisions.
  • How Value Management improves product innovation and launch across the entire Stage-Gate process.
  • Ways that Value Management addresses the challenges facing product managers, and five disciplines to embed a value-centric culture in your product management organization.
  • How to develop programs to build and sustain Value Management excellence in your organization, and the four proven objectives of every great Value Management program.


Peyton Marshall, Ph.D. is CEO of LeveragePoint. Previously, he served as CFO and Acting CEO at PanacosPharmaceuticals, Inc., CFO of EPIX Pharmaceuticals, Inc. and as CFO of The Medicines Company through their initial public offering and commercial launch of Angiomax®. Previously, he was an investment banker in London at Union Bank of Switzerland, and at Goldman Sachs where he was head of European product development. He has served on the faculty in the Economics Department at Vanderbilt University. Dr. Marshall holds an AB in Economics from Davidson College, and a Ph.D. in Economics from the Massachusetts Institute of Technology.

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