Executive Summary (This is a document excerpt)

Technology providers label and position themselves in the market in an almost infinite number of descriptive ways — such as strategic partner, "‘The' technology solution for the ‘X' age," best-in-class, recognized leader, global citizen. While these terms are fine for broader marketing, vendors need to understand that their real position is defined by the value that the different stakeholders across the customer's IT and business organizations perceive. This perceived value is generated or lost based on how clearly and tangibly the provider can articulate the business value that the solution can ultimately generate for these stakeholders — the business value proposition. We outline best practices for identifying and communicating business value propositions and provide a framework for aligning the value propositions with customer stakeholder groups and vendor categories.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.