book

Malcolm McDonald on Value Propositions

Name: Malcolm McDonald on Value Propositions
ISBN: 9780749481759

by Malcolm McDonald, Grant Oliver

October 2018

Intermediate to advanced

256 pages

6h 12m

English

Kogan Page

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Cover
Title Page
Copyright
Contents
List of figures
List of tables
About the authors
About the contributors
An important introduction: getting the best out of your value proposition
01 How financially quantified value propositions will make you richer
IntroductionThe dreaded website copyThe problems facing most organizations todayLet’s get the dreaded price issue out of the waySales velocity

Actions
References
02 Quantifying the emotional elements of value propositions
IntroductionThere is no such thing as a ‘rational’ customer
So what is a brand and why is it so important?
Brand valuation
Market segmentation: the bedrock of profitable growth
Summary so far
Putting it into action
Actions
References
03 What exactly is a financially quantified value proposition?
Introduction
Understanding the real meaning of customer value
Value proposition
The emotional contribution of value propositions
ConclusionActionsReferences
04 An overview of the value proposition process – where to start
Introduction
Strategic marketing planning
SWOT analyses
Putting the value proposition process in the context of marketing and KA planning process
Define target market
Actions
05 Why it is critical to understand how key buying decisions are made
1 How major customers buyIntroduction
The need to define who the customer is
The need to understand who ‘the buyer’ is
There are two types of buying professional
Actions
2 How other customers buy
Identifying the key decision-makers
SegmentationActionsReferences
06 Which key accounts should you develop value propositions for?
IntroductionWhich key accounts are ‘strategic’? How to select and define them
Classifying key accounts: how to understand their differences
Interdependent KAM
Integrated KAM
Disintegrating KAM
Be realistic about key account relationships
The relevance of this to the development of value propositions
ActionsReferences
07 Which segments should you develop value propositions for?
Introduction
Targeting mid-sized B2B customers by their potential to succeed
Further refinement and focus
ActionsReference
08 Understanding key account and segment needs before building a value proposition
Introduction
Key account analysis
Step 3: industry driving forces analysis
Step 4: customer’s objectives analysis
Step 5: customer’s annual report summary and financial analysis
Step 6: customer internal value chain analysis
Step 7: the customer’s buying process
Step 8: your sales history with the client
Step 9: competitive comparison and competitor strategy
Next steps
Summary
ActionsReferences
09 Understanding our own asset base and capabilities
Introduction
A case history of a value proposition from a commodity supplier
Understanding our own capabilities
Competitive analysis
Actions
References
10 Developing value propositions
IntroductionSection 1: value propositions for segments
Section 2: value propositions for key accounts
The final pieceIn conclusionReference
11 Creating and financially quantifying value propositions
Des Evans, former CEO at MAN Truck and Bus UK LtdA case study contribution about MAN Truck and Bus UK Ltd: delivering value and communicating valueAnswering question 1: who are the target markets?
Answering question 2: what is your differential advantage?
Conclusions and lessons learned
Final comments
12 Developing and presenting value propositions that resonate with
Todd Snelgrove, former Global Vice President of Value, SKFQuantifying your value so customers are willing and able to pay for itWhy spend the time and effort to quantify your company’s value?
The ‘ability to sell value’ component
The ‘want to sell value’ component
To keep the programme alive and flourishing
References
13 Value-celling: how to maximize value creation in supply
Mark Davies, Managing Director of Segment Pulse Limited and Visiting Fellow at Cranfield School of ManagementWhat is the chapter about?IntroductionA supply chain story
Value in business marketing
Easing the value tensions in supply chains
Ten steps to build supply chain capability
Ten tips to help you create value with your supply chain
Reference
14 Financial analysis, value quantification tools and financial dashboards
Value chain model
Defining the numbers for improving sales and marketing and scenario-building
An ROI contribution from the industry
Actions
References
15 Summary of the value proposition process
Step 1: define the target market
Step 2: identify buyersStep 3: added value analysisStep 4: categorizeStep 5: financial quantificationStep 6: communication to target customers/marketsSummaryReference
Index
Backcover

Content preview from Malcolm McDonald on Value Propositions

Figure 6.3: Customer segmentation in a major multinational — Figure 6.3 Customer segmentation in a major multinational

So for now, let us aim for between 10 and 15 customers to be included in your key account value proposition programme.

Let us also summarize so far:

Do not include too many customers in your value proposition development programme.
Do not put in only customers with whom you have a good relationship.
Take account of potential growth in your selection.

Classifying key accounts: how to understand their differences

Once selected, it will be obvious when examining the list that they are all different in size, organizational structure, ...

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Malcolm McDonald on Value Propositions

by Malcolm McDonald, Grant Oliver

Classifying key accounts: how to understand their differences

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.