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For B2B Marketing Professionals

Forrester's Value-Equation Sales Messaging Framework

Enabling Sales Teams To Tailor The Right Messages To A Given Account

June 16, 2009

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  • By Scott Santucci
  • with Amit Diddee,
  • Eric G. Brown,
  • Christina Lee,
  • Robert Muhlhausen

Why Read This Report

As technology vendors broaden their product portfolios and ask their account teams to sell across all levels within their client roster, traditional approaches to hard-coded value propositions are becoming antiquated. Sales enablement professionals should adopt Forrester's value equation as a sales messaging framework to better equip account teams to tailor the story and align with a customer's situation, rather than present a one-size-fits-all generic solution.

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