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August 8, 2006 Building Meaningful Business Value PropositionsStakeholder Perception, Not Marketing, Defines Provider Positioningby Norbert Kriebel, Pascal Matzke with Thomas Mendel, Ph.D., Malcolm Ramsay |
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Executive Summary
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.
TABLE OF CONTENTS
- Technology Providers: Your Propositions Are Less Meaningful Than You Believe
- How To Build Meaningful Business Value Propositions
- In The Presence Of Perceived Value, Cost Is A Secondary Issue
RECOMMENDATIONS
- Internal IT Groups: This Applies To You, Too!
- Vendors: Stakeholder-Centricity Makes Your Propositions More Meaningful
- Related Research Documents
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