Value Enablement Lifecycle

By Tom Pisello | June 10, 2021

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You want to implement a Value Enablement program, one that will scale and help drive additional business and growth with new prospects, and especially existing customers.

So, how do you implement Value Enablement the “right way”?

This is a question we posed to the EVOLVERs community, and we compiled responses from some of the top value selling professionals who have been there and done that most successfully.

The key, you need to think of your Value Enablement program beyond just implementing a value spreadsheet or posting a ROI / TCO calculator, instead taking a more comprehensive lifecycle approach to continuously measure and refine value outcomes throughout the entire buyer’s journey – both pre and post-sale, and across all of your commercial operations – from marketing, sales and value consulting to customer success, product and more.

And although you may not be able to accomplish every element of this approach overnight, having a roadmap to help your organization understand the critical capabilities and map out what “mature looks like” is key.

It is for this purpose that we developed the Value Enablement Lifecycle, designed to help you accelerate the value you promise and deliver to customers, and as a result, helping you to land, retain and expand revenue. Implementing the Value Enablement Lifecycle, we have proven with hundreds of organizations like yours, that you can dramatically increase closeable leads, win rates, deal size, retention rates and expansion up/cross sell revenue.

The Value Enablement Lifecycle is a compilation of the best practice capability and maturity that have led to proven success, to guide positive next steps and an evolution, to scale your program beyond random acts of value enablement and engage your entire organization for support.

The Value Enablement Lifecycle begins with and is centered around Value Defined, first making sure you have a solid foundation of value messaging, models and tools to quantify value in a differentiating and trustworthy fashion, capture great success stories more effectively, making sure you drive value into your products, and making sure you regularly revisit and evolve the value messaging, models and tools to match changing customer use cases and value trends.

From Value Defined at the core, the Value Enablement Lifecycle follows the buyer’s journey, helping to stepwise:

1) Inspire and facilitate change, encouraging the buyer to move from business-as-usual / status quo, by quantifying the cost of “do nothing” and estimating value outcomes from proposed solutions and services.

Pre-sale, this progresses to:

a) Value Ignited – using better value communication and quantification in marketing efforts, providing customers with the ability to discover their challenges, self-assess value potential, and explore value success stories

b) Value Discovered – leveraging the right discovery and assessment to uncover and prioritize prospect improvement opportunities, prescribe the right solutions and services and provide rapid value assessments, to help prospects uncover improvement opportunities and get prospects oriented to value-outcomes earlier in the decision-making process.

c) Value Proposed – developing collaborative value assessments and financial justification business cases for proposed solutions.

2) Confirming and validating the value that has been delivered and realized by the customer from the deployed solutions and services, post-sale. Value Realized is implemented to measure the actual impact of the deployed solution and services on key metrics, and the value / ROI derived from these improvements. Comparisons are made to predictions to understand potential deployment, adoption and practice shortfalls.

3) Expanding the value delivered post-success, Value Expanded uses a solid foundation of realized value to help grow the scope of the proposed and deployed solutions and services provided to help deliver additional business outcomes for the customer. Value assessments are performed to address additional business groups, solve additional challenges and apply additional use cases.

Value Enablement Lifecycle

The Value Enablement Lifecycle includes the following six steps, with the roles involved, as follows:

1. Value Defined – Defining and developing initially and then continuously evolving and refining the value messaging, quantification models, interactive assessment tools and success story evidence, while ensuring value program integration and success, and that products and services are added and evolved to drive better business value for customers (Value Consulting, Marketing, Sales, Sales Enablement, Customer Success Managers, Strategic Account Managers, Product)

2. Value Ignited – Delivering dynamic value-focused content, interactive self-service diagnostic and value assessment tools and value success stories early in the engagement with prospects and customers, helping to generate more closeable opportunities, while inspiring buyers to take action to improve capability / maturity and generate business outcomes. (Marketing)

3. Value Discovered – Leveraging dynamic value-focused content, interactive diagnostic and value assessment tools and value success stories to help sellers engage earlier and at higher levels with value, helping to move from pitching products ./ services and demos to a more inspiring value-centric approach (SDRs/BDRs, Sales, Partners)

4. Value Proposed – Applying dynamic value-focused content, interactive value assessment tools and value success stories in later sales stages, to provide financial justification, and value-proof points in order to garner decision maker consensus, faster executive and committee approvals to assure deals don’t end up in “do nothing” or competitive losses (Sales, Partners and Value Consultants)

5. Value Realized – Leveraging interactive diagnostic and value assessment tools to quantify advances in capability / maturity and realized ROI (Customer Success Managers, Strategic Account Managers, Value Consultants)

6. Value Expanded – Leveraging capability and maturity gap analysis and realized ROI results from Value Realized, and applying dynamic value-focused content, interactive value assessment tools and value success stories to help existing customers understand the value of expansion in up/cross sell use cases. (Growth Sales / Strategic Account Managers, Customer Success Managers, Value Consultants)

For each of the steps in the Value Enablement Lifecycle, the key challenges addressed:

Value Enablement Lifecycle Challenges Challenges to Address
Value Defined

Develop a solid initial foundation for all aspects of the Value Enablement program especially developing the initial value messaging and storytelling (leveraging CLOSE), quantification models and tools

Develop the plans, requirements and designs to address the steps of the Value Enablement Lifecycle across the people, process, tools, integration and intelligence capabilities / maturities needed for success

Understand the value actually being realized and reported, changes in customer challenges, use cases and expected outcomes

Shape evolutionary changes to the value messaging, models, tools used in prospect and customer engagements

Define the workflow, workspaces and education / readiness needed to scale Value Enablement across all commercial organizations for both direct and indirect sales

Define the integrations and data models, to leverage intelligence of customers to automatically generate benchmarks, Customer Value Success Stories and optimized customer value outcomes

Inform changes in your products and services helping to prioritize the planned offerings, features and services that drive tangible outcomes

Track and measure Value Enablement program success and advance the organization through the Value Enablement Lifecycle steps and capability improvements

Value Ignited

Attract new prospects, especially engaging with higher-level / executive roles

Leverage new value-focused tools and content to power better outreach, social and advertising campaigns

Generate more, higher quality, closeable opportunities

Personalize content to speak directly to each prospect’s unique opportunities and value perspectives

Inspire change from business as usual and the status quo

Leverage the discovery, proposed and realized value data from across the Value Enablement Lifecycle to automatically develop and leverage Customer Value Success Stories

Value Discovered

Differentiate reach-outs and initial selling engagements by SDRs / BDRs, sellers and partners, leveraging value added tools and content as the inspiration for prospects to engage (versus typical show-up-and-throw-up presentations and demos)

Prospect in a value-added manner to get more, higher level meetings

Do better and more consistent discovery of prospect’s challenges and needs, helping your prospects uncover and prioritize challenges that are “business value worthy”

Qualify and prioritize prospects properly, so that more precious selling time is spent on those that match closeable profiles

Inspire prospects to take the next meeting and next step in the buying process.

Value Proposed

Getting credible financial justification business cases in the hands of prospects and buying committees / executives on all significant deals

Differentiate your engagements and proposals, opening the proposal up for debate, fail to create a business case

Deliver financial justification to avoid “do nothing”, competitive losses or approval delays.

Not relying exclusively on value consultants to build and present critical financial justification business cases on significant deals

Getting pre-sales specialists and sellers more comfortable and capable at effectively communicating and quantifying value with prospects and collaborating with prospects on business cases.

Empower partners to engage with value and deliver financial justification as well, not just direct sellers and specialists

Value Realized

Expand beyond measuring and reporting on adoption and usage., to report on and optimize value delivery for clients

More easily quantify the value realized / realized ROI for all customers and scale this realized value assessment capability to make it easy to apply and adopt for all customer success reps (not just for value consultants / specialists)

Validate proposed value, if a business case was provided pre-sale, to assure what was promised has been delivered

Leverage a capability and maturity framework to measure and progress customers through a set of best practice improvements versus just selling them on the latest release or additional products / services

Provide executive reports on realized value / ROI and improved capability / maturity at each QBR, tracking progress in realized value / maturity and versus actual predictions over time

Automate the tally of realized value so that good customer success is documented in tangible Value Customer Success Stories

Value Expanded

Get account executive capabilities and existing customer engagements elevated

Leverage value delivered to prove that expanding the relationship could deliver even better outcomes

Understand the additional challenges and use cases that could be applied to improve customer capabilities / maturity and generate additional tangible business value results

Migrate from pitching additional products and services to selling additional capability / maturity and especially positive and tangible business value outcomes

Better financially justify up-sell and cross-sell proposals

The Value Enablement Lifecycle model outlines the best practices for improving capability and maturity across the following five capabilities of success:

1. People
2. Process
3. Tools
4. Integrations
5. Intelligence

Value Enablement Lifecycle Capabilities People Process Tools Integrations Intelligence
Value Defined

Value Consulting

Marketing

Sales

Sales Enablement

Customer Success

Strategic Account Managers

Product

Value messaging and model workshop and collaboration

Value enablement roadmap and workspace definitions

Value education and training roadmap

Value Driven Products

On-going Value Enablement Evolution

Value Messaging (leveraging CLOSE)

Value Quantification Models

Capability and Maturity Model

Define Interactive Tool requirements and design, development, delivery and updates / evolution

Define the design and requirements for the Dynamic Value Storytelling Content

Customer Value

Success Stories requirements and design

Marketing, Sales and Customer Success Integration definition and on-going evolution

Value data definitions and on-going evolution

Value enablement success measures

Value Ignited

Marketing

Outreach, social, advertising with value

Marketing Diagnostic Assessment Tool

Value Marketing Assessment Tool

Dynamic Value Storytelling Content

Customer Value Success Stories (publishing from value metrics, sharing with prospects)

Value Hub

Marketing Automation Platform (MAP)
– Lead capture profile
– Campaign ID / tracking
– Key metrics & results
– Link to report

Value-driven lead capture / opportunities

Customer capability / maturity and value metrics

Value Discovered

SDRs / BDRs

Sales

Partners

Value Discovery Workspace

Value Discovery Education and Training

Shared / Collaborative Value Discovery Workspaces w/ Prospects

Interactive Diagnostic Assessment Tool

Value Assessment Tool

Dynamic Value Storytelling content

Customer Value Success Stories

CRM
– account and opportunity information in
– tool usage out
– key challenge / discovery metrics and assessment results out

Customer engagement on shared assessments and content

Customer capability / maturity and value metrics

Value Proposed

Sales

Partners

Value Consultants (largest deals, support)

Value Proposed Workspace

Value Selling Education and Training

Shared / Collaborative Value Proposed Workspaces w/ Prospects

Interactive Capability and Maturity Assessment

Interactive Value Assessment Tool

Dynamic Value Storytelling content

Customer Value Success Stories

CRM
– account and opportunity information in
– tool usage out
– key challenge / value metrics and assessment results out

Customer engagement on shared assessments and content

Customer capability / maturity and value metrics

Value Realized

Customer Success Managers

Strategic Account Executives

Value Consultants (largest deals, support)

Value Realized Workspace

Value Realization Education and Training

Shared / collaborative QBR Workspace w/ Customers

Interactive Capability and Maturity Assessment (on-going tracking of improvements and gaps)

Interactive Realized Value Assessment Tool

Realized Value Dashboard (tracking over time, multiple analyses)

CSM Platform (ie. Gainsight)
– account and licensing information in
– goals and challenges profile
– value realized metrics out)

Customer engagement on shared assessments and content

Customer capability / maturity progression and realized value / ROI metrics

Value Expanded

Strategic Account Managers

Value Consultants (largest deals, support)

Customer Success Managers

Value Expanded Workspace

Value Expanded Education and Training

Shared / collaborative Expanded Value Workspace w/ Customers

Interactive Capability and Maturity Assessment (on-going tracking of improvements and gaps)

Interactive Value Assessment (new up/cross sell use cases)

CRM
– account and opportunity information in
– tool usage out
– key challenge / value metrics and assessment results out

Customer engagement on shared assessments and content

Customer capability / maturity and value metrics

By role, here are the important elements of the Value Enablement Lifecycle relevant to each:

Value Enablement Lifecycle by Role Value Defined Value Ignited Value Discovered Value Proposed Value Realized Value Expanded

Value Consulting

Creating and collaborating

Creating and collaborating

Creating and collaborating

Leveraging (largest opps)

Creating and collaborating

Leveraging (largest opps)

Creating and collaborating

Leveraging (largest opps)

Creating and collaborating

Leveraging (largest opps)

Marketing

Creating and collaborating

Creating and collaborating

Leveraging

SDRs / BDRs

Leveraging

Sales

Contributing

Leveraging

Leveraging

Partners

Leveraging

Leveraging

Sales Enablement

Creating and collaborating

Leveraging

Customer Success Managers

Contributing

Leveraging

Leveraging

Strategic Account Executives / Managers

Contributing

Leveraging

Leveraging

Product

Leveraging

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