Solution Sentric Ecosystem

The Ecosystem

You can view the Value Mapping process as the foundation for a more solutions centric Marketing and Sales Ecosystem.  If implemented correctly, the Value Map contains the raw materials knowledge or Value DNA of a company that is then used to manufacture all the marketing and sales deliverables.   As the diagram below shows, this synchronized ecosystem insures that companies have a consistent 360° view of their most important marketing and selling assets; the content they use to train salespeople, the standalone collateral that they produce and the presentation tools that they provide their channels. 

Well constructed Value Maps become the engine that drives branding, lead generation, and sales conversations so that marketing and sales speak to customers and prospects in a single voice.

• They help marketing and sales professionals focus more attention on their customers’ business problems, and develop their messages from the outside in.  

• They get everybody from the CEO to the salesperson on the same page.  As Tim Riesterer of The CMM Forum puts it, “A Value Map becomes the enterprise compass that always points True North, directly at the customer.”

• They make the channels more effective in discussing the business value of their products and services, and selling true business solutions. This makes them more confident and proactive in calling on senior executives.

• They reduce the total amount of marketing and sales content required by eliminating sales training guides and by forcing product marketers to ask a very important question: “Do I really need a new white paper or piece of collateral, or can I just answer another question in the Value Map?”