Best Practice Report

Forrester's Value-Equation Sales Messaging Framework

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

June 16th, 2009
Scott Santucci, null
Scott Santucci
With contributors:
Amit Diddee , Eric Brown , Christina Lee , Robert Muhlhausen

Summary

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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