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

by | Mar 26, 2020

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

Peyton Marshall is CEO and Chairman of the Board of LeveragePoint where he works actively with successful B2B enterprises in implementing value selling. For 15 years he served in senior management roles in healthcare products and IT companies, having been CFO and Acting CEO of Panacos Pharmaceuticals, Inc., CFO of EPIX Pharmaceuticals, Inc. and CFO of The Medicines Company through their initial public offering and the commercial launch of Angiomax®. Before that, he was an investment banker for 12 years 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 of the Economics Department at Vanderbilt University. Dr. Marshall holds an AB in Economics from Davidson College and a PhD in Economics from MIT.
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