Are you confident in your value proposition? Pat Tremaine explains 3 key step to aligning your organization with your value proposition compiled from this years 2013 Frost and Sullivan Marketing World Event.
Aligning the Organization with your Value Proposition
1. 3 Steps to Aligning your Organization
with your Value Proposition
Pat Tremaine, TMG International Inc.
Key Takeaways from Marketing World 2013 Breakout Session.
3.
2.
1.
2. Alignment is Critical..
A well executed value proposition can bring your brand to life
and improve your Customer experience; however delivering on
your brand proposition requires cohesion amongst cross
functional teams in the organization…
Does everyone in your
organization understand what
actions they have to take to deliver
your Value Proposition at each
customer touch point?
3. Some Facts:
1/3 of TMG surveyed respondents said they were
confident they had a well-defined proposition…
4. …but of the 1/3, less than half felt their
organizations were consistently delivering on
their Value Proposition!
5. 3 Key Steps to align your organization with
your Value Proposition…..
6. 1. Ensure all executives are on board, engaged
and accountable
• Engage the CEO: The organization must see the CEO as involved and
engaged in order to fully buy- in
• Include the executive team: Successful and consistent delivery of the value
proposition proof points requires that executives from all functional areas
are on board
• Have an executive sponsor: In order to keep the development and
implementation of your value proposition moving forward, best practice
indicates there needs to be one executive who is the sponsor
7. 2. Customer must be at the centre of the Value
Proposition Development
• Synthesize existing information: Gather all reports from customer touch
points and listen to what they’re saying. This will help you identify your
customers’ needs and pain points
• Create Value Proposition hypotheses: From your analysis, create two or
three very distinct value propositions and proof points to test with your
customer
• Co-create the Value Proposition with your customers: Co-creation
involves facilitated discussions with your customers and interaction
between your customers and employees. This will allow you to select and
fine tune your Value Proposition
Synthesize
existing
information
Create Value
Proposition
Hypothesis
Co-Create Value
Proposition
with your
Customer
8. 3. The Value Proposition work must be a living
program that helps guide the Organization
• Build a cross functional team: Key stakeholders from all functions must be
involved in the development and implementation
• Must feed the planning process: Your proof points need to become
projects and become part of the plan for the next 1-3 years
• Helps to set priorities: Proof points must be discussed and prioritized
amongst themselves and against other projects in the organization
Key Considerations:
If the marketing department does not lead the planning process, working closely
with and involving the planning/strategy groups will be required
9. 3. The Value Proposition work must be a living
program that helps guide the Organization
(Cont.)
• Create action plans for each proof point: Each needs to be scoped out
with detailed activities that outline how each functional area will deliver
the customer proof points
• Create milestones and measurements: this should be done at the strategy
and execution levels so the organizations sees the progress and impact
• Communicate: Ensure that employees understand what is being done and
their role in its success
Key Considerations:
In communications try to avoid internal jargon and acronyms-Keep the language
simple
10. Final Thoughts
• Creating a Value Proposition is not a marketing exercise but one that the
entire organization needs to embrace and participate
• A Value Proposition that is developed with the customer and employees,
and communicated in the customer’s voice can rally an organization
• Implementing the Value Proposition proof points consistently creates
strong customer relationships and can transform an organization
Customer
Employees
Employees
Employees
Employees
