Mais conteúdo relacionado Semelhante a Context Driven Value Messaging Framework (20) Context Driven Value Messaging Framework3. © 2009 The Shirman Group, Inc. All
rights Reserved
CONTEXT
determines customers’
perception of value
© 2012 The Shirman Group, Inc. All rights Reserved
7. TANGIBLE, RELEVANT, UNIQUE VALUE
The CONTEXT
ICEBERG Environment
Company
Use Cases
People
• Industry
• Customers
• Technology
• De/regulation
• Initiatives, plans, M&A
• Competition
• Financial / market momentum
• Decision-making style
• Purchasing process
• Functions and tasks
• Systems
• Decision makers
• Users
• Objectives
• Business Processes
• Metrics
• Management Visibility
• Functional role
• Job objectives
• Commitments
• Decision-making Style
• Personal agenda
• Mindset
• Ego
• Relationship
© 2012 The Shirman Group, Inc. All rights Reserved
9. • Define business
case logic
• ID key
assumptions
Creating your
VALUE STORY
TrainingMaterialsModelLogic
• Validate logic with
customers
Basic
Process
Complete
Process
© 2012 The Shirman Group, Inc. All rights Reserved
10. • Define business
case logic
• ID key
assumptions
• Build model
• Document
assumptions
• Run scenarios
Creating your
VALUE STORY
TrainingMaterialsModelLogic
• Validate logic with
customers
• Gather reference
data
Basic
Process
Complete
Process
© 2012 The Shirman Group, Inc. All rights Reserved
11. • Define business
case logic
• ID key
assumptions
• Build model
• Document
assumptions
• Run scenarios
• Create sales and
marketing content
Creating your
VALUE STORY
TrainingMaterialsModelLogic
• Validate logic with
customers
• Gather reference
data
• Design model
output and user
interfaces
• Write user guide
Basic
Process
Complete
Process
© 2012 The Shirman Group, Inc. All rights Reserved
12. • Define business
case logic
• ID key
assumptions
• Build model
• Document
assumptions
• Run scenarios
• Create sales and
marketing content
• Value story
Creating your
VALUE STORY
TrainingMaterialsModelLogic
• Validate logic with
customers
• Gather reference
data
• Design model
output and user
interfaces
• Write user guide
• Discovery
• Model usage
Basic
Process
Complete
Process
© 2012 The Shirman Group, Inc. All rights Reserved
14. USE CASE-DRIVEN
VALUE STORY™
Product Features
Enabled Tasks
Task Improvements
Product
Use Case Objective
Business Metrics
Customer Objective
Influence Factors
© 2012 The Shirman Group, Inc. All rights Reserved
15. USE CASE-DRIVEN
VALUE STORY™
Product Features
Enabled Tasks
Task Improvements
Product
Improvements to Influence
Factors
Impact on
Company
Objective
Metric
Improvements
Impact on Use
Case Objective
Use Case Objective
Business Metrics
Customer Objective
Influence Factors
Your unique
contribution
to their business
© 2012 The Shirman Group, Inc. All rights Reserved
22. VALUE
© 2012 The Shirman Group, Inc. All rights Reserved
YOU
deliver
THEY
want
24. SUCCESS FACTORS
for defining Context-Driven Value
• Use customer successes as basis for value claims
• Make reasonable assumptions when data
is unavailable
• Validate with customers throughout the process
• Keep it simple
• Learn as you go
© 2012 The Shirman Group, Inc. All rights Reserved