Stay ahead with customer value thinking.

There is no doubt that the time has come for companies to take a serious look at the customer value management (CVM) process, methodology, and tools. It has never been a better time to get started. And the reason is simple: do it or get churned out!

Your customers are doing the same analysis that you are doing. They want to improve net retention and avoid churn. As a result, any vendor who visits them or speaks to them about increased net retention rate or churn reduction will be placed on top of the list of SaaS solutions to keep investing in.

As you reinforce your customer value proposition...

Stephen Walters lives and breathes value. As the Field CTO at Gitlab and a DevOps Institute Ambassador, Stephen understands the importance of clearly articulating value in every conversation.

Support your customers by delivering measurable value and strong value communications

When resorting to discounting is an organization’s go-to renewal strategy, the lack of a value management practice is likely the culprit. Today’s buyers are looking for business partners. If your organization can deliver quantifiable value data that is easy to understand, both you and your buyers can benefit. In his analysis of a survey performed by Dimensional Research, Peter O’Neill highlights the importance of value management as a service to customers.¹

While at BDNA, Chris Russick and I worked together to win a very competitive deal at Bank of America. Chris’ technical leadership helped create, lead, and win a Proof of Value against our three primary competitors. 

Angela Wall, a Senior Manager of Technical Program Management at Oracle, is an influential leader at everything she does. But what truly makes her stand out is her strong client focus, her wonderful communication skills, and above all, her transparency and honesty. 

Today, I’m talking about relating to the management and prioritization of marketing programs in the context of a potentially strong recession. At this stage in the game, you are surely in the process of asking yourself how to improve the “bang for the bucks” and how to maintain a rich opportunity funnel. Considering the high chance that your company will reduce headcount and refocus on the core, it is expected that the priorities are going to change. The key question now is what stays in the toolkit and what gets sidelined for the time being. We are back to the “do more with less” frame of...