Your Customer Value Proposition is a key determinant of your companies Revenue Growth, Profit Margins and Market Share.
Your customers assess your value proposition based on the sum total of products, services and ultimately the benefits they receive from your company. They make "Strategic Purchase Decisions" based on their assessment of your total value offering then move towards price negotiations to obtain this value at the lowest possible cost.
Thus, delivering customer-recognized value is of paramount importance to your firm.
I’ve been fortunate to have multi-industry experience, multiple marketing (and sales) leadership positions during my 40 year career in a Fortune 200 Industrial company. Four of my roles were either new positions, new divisions or new organizational structures; this diversity provided me with an incredibly rich set of business experiences that shaped my Marketing career.
I started this company because my colleagues and I want to share our expertise with companies and leaders that want to improve their results by using Customer-Driven Value as their engine for success.
"Value" Management is quite difficult to embrace and sustain in many B2B companies. In some organizations, even identifying the "Owners" of Value can be difficult, is it Marketing, Sales, Customer Service, Quality, the Executive team?
I believe the 4-C's Value Management Process can help companies re-focus on the customer, strengthen their value offerings and drive profitable growth.
Backstory: The term "Value Engineering" started out as an engineering principle aimed at achieving the designed purpose at the lowest cost (e.g. designing a bridge with the necessary but least amount of steel needed to carry the design load.)
It has devolved (particularly in the construction industry) to a term that now means stripping out the Design Value and letting Cost Factors drive the decision-making.
We reject this current definition and our company name reflects our purpose, i.e., to put VALUE IN to companies using an EnGINEERING-like process.