Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions - Value-ology: Aligning sales and marketing to shape and deliver profitable customer value proposition -

Building the Foundation of Value-ology What Is Value?The Elephant in the Room Why Is Getting a Common View on Value Difficult?The Ambiguity of What Is Meant by Value Value Defined Different Types of Value Economic Value Perceived Value Relational Value Experiential Value Social Value Buyer Myopia and Value Destruction The Difference Between Quality, Satisfaction and Value A Word on Value, Values The Dynamic Nature of Value Unlocking the Value Conversation Further Reading on Business to Business Value Value Propositions: So What Are They?What Is a Value Proposition?It's About Customer Benefits Customer Impact It's a Promise for the Future Monetary Calculation It's Unique It's Based on Deep Customer Understanding Why Are Value Propositions Important?It's Not All About the Product Relevant Customer Insight The Value Proposition Approach Could Be the Difference Value Propositions Deliver Results If There's No Value All You're Left With is Price Our Approach: The Value Proposition System Understanding Key Business Issues Developing Proposition Themes Industry Vertical Propositions or Segment Propositions Customer Value Propositions (CVPs)Example Call Centre Value Proposition Individual Customer Value Propositions (CVPs)Don't Forget the Follow Up Further Reading The Value Proposing Professional You Create Value Too Your Personal Value Types of Professional Sales Research Research into Sales Process Management Customer Decision-making Research into Psychological Techniques of Selling Supplier-Customer Social Interactions: What Does the Missing Middle Look Like?Understanding Sales Professionals as Value- Proposing Actors Impression Management Becoming a Value-Proposing Professional Being Able to Anticipate Customer Value Being Good at Understanding the Social Dimensions of Buying Situations The Four Scenes of Buyer -Seller Interaction The Importance of Dialogue Being Good at Understanding What Is Relevant to the Customer Relevance Contextualises Customer Benefits Using Relevance-Making Capability to Build Value-Ology The Arts of Value-Ology Conclusion Further Reading Creating Your Value-ology Blueprint Unearthing Customer Value The Benefits of a Theme-Based Approach Why Creating Themes Matters How to Identify Key Proposition Themes The Mixed Method Approach to Gathering Customer Intelligence Industry Vertical or Segment Research Customer and Individual Level Research Competitor and Capability Research It's Not Just About the Product Just Because You're Unique Doesn't Make You Useful It's About Competing for Benefits... Proposition Level Think About New Ways to Deliver the Benefits Beware: The Most Common Pitfall The Art of Interviewing Final Thoughts: Staying Ahead Leverage Online Resources Talk to Customers Whenever You Can Ask Your Sales Team to Be Involved Analyse Data from All Sources Implement a Process to Conduct Win-Loss Analysis Further Reading Aligning Products and Solutions to Themes: From Bombardment to Customer Value Conversations Why Is This Important?Selecting Proposition Themes How Do Your Customers Create Value for Their Customers?Sell Side Inside Buy Side Aligning Themes and Products From Bombardment to Value Relevance Proposition Ladders Gaps and Partnerships Fill the Gap or Not?Developing Solutions Building a Solution The Golden Thread Further Reading Your Buyer's Journey: Developing a Consistent Message From Tyre Company to Fine Dining Reviewer Today's Challenge Who Is Your Target Buyer?The Buying Experience Building Customer Touchpoints Further Reading Mobilising Value-ology in Your Organisation Developing Coherent Campaigns Are Marketing Campaigns Dead?The Elements of a Marketing Campaign So What's the Difference Between Strategy and Tactics?Why Do You Need a Marketing Campaign Plan?Critical Roles to Success The Planning Framework Phase 1 Discovery External Discovery Internal Discovery Strategy and Planning Messaging Content Creation Tactical Execution Measurement Pitfalls to Avoid When Campaign Planning Further Reading Driving Results Through Account-Based Marketing What Is Account-Based Marketing?The Challenge The Benefits of Implementing ABM How Do I Get Started?Choosing the Right Accounts Account-Level Research Customer Value Proposition Customised Assets and Offers Marketing and Sales Delivery Common Pitfalls with Account-Based Marketing Further Reading Align or Die? Ensuring Marketing and Sales Are Aligned with the Customer Definition of Alignment The Approach Why Is Alignment Important?Alignment Issues: What Does the Academic Research Say?Economic Differences Cultural Differences Cognitive 'Thought World' Differences: On the Same Wave-Length?Sales 'Buy-in' of Marketing Strategies Survey Results Why Do Customers Buy from You?What Sets You Apart from Competitors?Does Your Firm Have a Clear Value Proposition?How Useful Is Content?What Do Current Practitioners Say?Goal Alignment: Enabler or Tension Point Role Alignment: Are We All in Sync?‘Tactical’ Campaign and Lead Management Roles Director, Campaign Management, global company Divisional President, global organisation Information and Conversation Flow Role Clarity and the 'Sophistication' Gap It's All About the Organisation—Or Is It?Thought Worlds and Culture How Aligned Are Your Marketing and Sales to the Customer?Road to Nowhere Road to Hell Rocky Road: Long and Winding Road Highway to Heaven A Framework for Alignment Goal Alignment Role Alignment Resources Information and Conversation Flow Processes Success And Finally ... Alignment for Value-Ology Alignment for Value-Ology Steps 1 and 2 Mind Your Language!Step 3 What Does Marketing Need to Provide to Sales to Allow Them to Confidently Develop Value in a Social Setting?Step 4 Enhancing Market and Customer Understanding Step 5 Campaign Alignment Language: What Do We Mean by Campaign?Goals and Roles: Again!Step 6 Alignment for Account Based Marketing (ABM)Further Reading Cohesion Is the New Differentiator: Are You Ready?To the Future: A Word on Skills—Another Elephant in the Room?Finally ... This Is Not an Option Further Reading