Introduction To The Value Equation Framework

As a wave of B2B organizations develop business strategies that are predicated on selling more things to existing customers, they are asking their sales forces to move from selling products to communicating value to higher level business executives. Pressured with accelerating this transformation, sales enablement professionals are under tremendous strain to yield more productivity out of the sale force. In order to do so, they will have to help overcome some well-established beliefs inside their organization concerning the definition of value and how to move away from a product-centric message to a way of communicating valuable messages in a more customer-centric way. This report is the first in a series that examines Forrester's value equation framework.