Value Management Platforms – How B2B sales and marketing teams can Benefit from it

Staff WritersB2B technologySales & MarketingSales Engagement

By STS Staff Writer On Apr 14, 2022

With the emergence of new solutions in recent years, pioneering firms have been able to apply value selling at scale, with near real-time value utilization across numerous situations and prospects. As a result, customer Value Management is now being used by marketing, sales, and customer success teams across the whole organization. Business leaders must grasp and embrace this fast-moving trend to avoid being left behind. Value Management Platforms can help firms successfully conduct customer value management.

Importance of Customer Value Management Platforms

Acquisitions, technological breakthroughs, digital transformation, increased customer demands, and cybersecurity risks all provide significant difficulties to businesses today. As a result, the demand for low-cost B2B solutions to address these issues has never been stronger. Competing B2B solutions continue to flood the market at breakneck speed, forcing customers to make new judgments.

Buyer and seller expectations, in a strange combination of interests, are the same when it comes to justifying investments in these business solutions. Both parties know that the capacity to justify investments and evaluate and exhibit business value once the solution is installed is critical to their success. Customer Value Managements help both buyers and sellers to reach their expectations. These platforms are critical as they provide knowledge and make things simple for companies.

Customer Value Management platforms assist businesses in connecting customers to key performance indicators (KPIs) by directly measuring purchasing behavior drivers and the impact on delivering key customer performance indicators such as market share, profit, and loss, recommendation, and return on investment (ROI).

Changes in CVM scores

To enact change, a company must control the factors influencing the market’s sense of value, namely the quality obtained for the price spent. Increases in relative quality, decrease in relative perceived price, or a combination of both can boost value. In a nutshell, it’s a Customer Value Management strategy.

The quality is determined by how well specific product and service features are evaluated, influencing buy and repurchase decisions. Life cycle costs and characteristics such as the simplicity of comprehending that price all influence the impression of the overall price.

To manage the aspects that produce value, a firm must first determine how its consumers view their performance and how their competitors are perceived. More data is frequently gathered in enterprises to help underlying cause analysis and structured data gathering such as surveys. However, changing CVM scores can be difficult for firms without adequate knowledge.

How is Customer Value Management Being Handled In Today’s Time?

Many businesses are using the internet these days to manage Customer Value Management. However, many companies are still using the offline method of delivering value to buyers and consumers, depending primarily on error-prone spreadsheets and restricting the potential to create a repeatable, scalable process. This conventional approach is time-consuming, costly, and has poor output and sluggish turnaround. As a result, value analysis is only used to support the most strategic or at-risk transactions. Furthermore, since there is no smooth handoff from the sales team to the implementation team for why the client bought and what results they hope to accomplish, there is a blind spot for customer success businesses. This influences the capacity to assess and quantify the value delivered to customers, which is required to justify the expenditure regularly.

How do Customer Value Management Programs Work?

A thorough, flexible CVM platform will have a set of advantages that serve as the value program’s content base. Every level of the Value management path, including developing a value level with your internal account team, building and refining a defensible business case with the buyer team, measuring the value of the applied solution, and creating relevant assets along the way, is built on this principle of CVM.

A self-service, secure, software-enabled platform is required for efficient CVM automation. Some of the features provided by Value Management platforms are: –

Scalability, repeatability, maintainability, and consistency are promoted across the whole client interaction life cycle.
They provide a single source of information that is true
Aligns with a firm’s market strategy and sales process
They work to minimize the time and effort necessary for purchasers to engage with, validate, and own the result.

Close rates have improved by fifty percent or more for early users and adopters of Customer Value Management, with significant increases in cross-selling and renewals. They demonstrate their ROI by explicitly demonstrating value given at every opportunity, making renewals a formality. Companies that implement Customer Value Management at the enterprise level enable their product managers to price based on measurable value, marketers to communicate the economic value of solutions, sales teams to differentiate and change conversations by focusing on value rather than features, and service and customer success teams to make sure that solutions meet expectations.