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

Building the Foundation of Value-ologyWhat Is Value?The Elephant in the RoomWhy Is Getting a Common View on Value Difficult?The Ambiguity of What Is Meant by ValueValue DefinedDifferent Types of ValueEconomic ValuePerceived ValueRelational ValueExperiential ValueSocial ValueBuyer Myopia and Value DestructionThe Difference Between Quality, Satisfaction and ValueA Word on Value, ValuesThe Dynamic Nature of ValueUnlocking the Value ConversationFurther Reading on Business to Business ValueValue Propositions: So What Are They?What Is a Value Proposition?It's About Customer BenefitsCustomer ImpactIt's a Promise for the FutureMonetary CalculationIt's UniqueIt's Based on Deep Customer UnderstandingWhy Are Value Propositions Important?It's Not All About the ProductRelevant Customer InsightThe Value Proposition Approach Could Be the DifferenceValue Propositions Deliver ResultsIf There's No Value All You're Left With is PriceOur Approach: The Value Proposition SystemUnderstanding Key Business IssuesDeveloping Proposition ThemesIndustry Vertical Propositions or Segment PropositionsCustomer Value Propositions (CVPs)Example Call Centre Value PropositionIndividual Customer Value Propositions (CVPs)Don't Forget the Follow UpFurther ReadingThe Value Proposing ProfessionalYou Create Value TooYour Personal ValueTypes of Professional Sales ResearchResearch into Sales Process Management Customer Decision-makingResearch into Psychological Techniques of SellingSupplier-Customer Social Interactions: What Does the Missing Middle Look Like?Understanding Sales Professionals as Value- Proposing ActorsImpression ManagementBecoming a Value-Proposing ProfessionalBeing Able to Anticipate Customer ValueBeing Good at Understanding the Social Dimensions of Buying SituationsThe Four Scenes of Buyer -Seller InteractionThe Importance of DialogueBeing Good at Understanding What Is Relevant to the CustomerRelevance Contextualises Customer BenefitsUsing Relevance-Making Capability to Build Value-OlogyThe Arts of Value-OlogyConclusionFurther ReadingCreating Your Value-ology Blueprint Unearthing Customer ValueThe Benefits of a Theme-Based ApproachWhy Creating Themes MattersHow to Identify Key Proposition ThemesThe Mixed Method Approach to Gathering Customer IntelligenceIndustry Vertical or Segment ResearchCustomer and Individual Level ResearchCompetitor and Capability ResearchIt's Not Just About the ProductJust Because You're Unique Doesn't Make You UsefulIt's About Competing for Benefits... Proposition LevelThink About New Ways to Deliver the BenefitsBeware: The Most Common PitfallThe Art of InterviewingFinal Thoughts: Staying AheadLeverage Online ResourcesTalk to Customers Whenever You CanAsk Your Sales Team to Be InvolvedAnalyse Data from All SourcesImplement a Process to Conduct Win-Loss AnalysisFurther ReadingAligning Products and Solutions to Themes: From Bombardment to Customer Value ConversationsWhy Is This Important?Selecting Proposition ThemesHow Do Your Customers Create Value for Their Customers?Sell SideInsideBuy SideAligning Themes and ProductsFrom Bombardment to Value RelevanceProposition LaddersGaps and PartnershipsFill the Gap or Not?Developing SolutionsBuilding a SolutionThe Golden ThreadFurther ReadingYour Buyer's Journey: Developing a Consistent MessageFrom Tyre Company to Fine Dining ReviewerToday's ChallengeWho Is Your Target Buyer?The Buying ExperienceBuilding Customer TouchpointsFurther ReadingMobilising Value-ology in Your OrganisationDeveloping Coherent CampaignsAre Marketing Campaigns Dead?The Elements of a Marketing CampaignSo What's the Difference Between Strategy and Tactics?Why Do You Need a Marketing Campaign Plan?Critical Roles to SuccessThe Planning FrameworkPhase 1 DiscoveryExternal DiscoveryInternal DiscoveryStrategy and PlanningMessagingContent CreationTactical ExecutionMeasurementPitfalls to Avoid When Campaign PlanningFurther ReadingDriving Results Through Account-Based MarketingWhat Is Account-Based Marketing?The ChallengeThe Benefits of Implementing ABMHow Do I Get Started?Choosing the Right AccountsAccount-Level ResearchCustomer Value PropositionCustomised Assets and OffersMarketing and Sales DeliveryCommon Pitfalls with Account-Based MarketingFurther ReadingAlign or Die? Ensuring Marketing and Sales Are Aligned with the CustomerDefinition of AlignmentThe ApproachWhy Is Alignment Important?Alignment Issues: What Does the Academic Research Say?Economic DifferencesCultural DifferencesCognitive 'Thought World' Differences: On the Same Wave-Length?Sales 'Buy-in' of Marketing StrategiesSurvey ResultsWhy 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 PointRole Alignment: Are We All in Sync?‘Tactical’ Campaign and Lead Management RolesDirector, Campaign Management, global companyDivisional President, global organisationInformation and Conversation FlowRole Clarity and the 'Sophistication' GapIt's All About the Organisation—Or Is It?Thought Worlds and CultureHow Aligned Are Your Marketing and Sales to the Customer?Road to NowhereRoad to HellRocky Road: Long and Winding RoadHighway to HeavenA Framework for AlignmentGoal AlignmentRole AlignmentResourcesInformation and Conversation FlowProcessesSuccessAnd Finally ... Alignment for Value-OlogyAlignment for Value-OlogySteps 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 UnderstandingStep 5 Campaign AlignmentLanguage: What Do We Mean by Campaign?Goals and Roles: Again!Step 6 Alignment for Account Based Marketing (ABM)Further ReadingCohesion Is the New Differentiator: Are You Ready?To the Future: A Word on Skills—Another Elephant in the Room?Finally ... This Is Not an OptionFurther Reading

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