Process Overview

Value Mapping is the best practice of systematically re-defining a company’s value and differentiation from the customer’s perspective, in the context of specific customer problems and needs.

The Value Mapping process combines web collaboration with a relational knowledge model to help marketing and sales organizations capture, share, and continuously improve key institutional knowledge about the value and differentiation of their company’s offerings in the context of four factors:

1. The different markets and stakeholders they sell to
2. The high level needs and objectives of those markets and stakeholders
3. The underlying issues and problems that drive those needs
4. Their competitors who also solve those needs and issues

Value Mapping represents one of the most strategic marketing and selling concepts since solutions centric selling, and it should be the first step and the foundation for any solution sales enablement or marketing and sales alignment initiative. Value Mapping is so innovative that it’s one of the only marketing and sales processes ever to have been granted a US patent.