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INTRO

Messaging Framework

Use template
What is Value Positioning?
These are the things that the prospect is likely proactively looking for or needing.
These are generally revenue, cost, or risk related.
These are top-of-mind customer topics that exist even if Your Company doesn’t.
They could cause a buyer to re-allocate discretionary funds.
They support a value-based conversation (mutually exclusive, collectively exhaustive).

Value positioning structure:
- The Before Scenario, and the Negative Consequences of it.
- The After Scenario, and the Positive Business Outcomes from it.
- The Required Capabilities, and the Metrics to prove success.
- How Your Company Does It, and how we do it Better.
- Proof Points, such as customer references and case studies
- Discovery Questions, in order to determine what is driving the customer’s decision-making.
AUTHOR
Example Value Positioning
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Tiffany Little updated section Value Pillar background from gray to darkgray on Mon Jan 08 2024 07:02:59
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Tiffany Little updated section Value Pillar background from gray to darkgray on Mon Jan 08 2024 07:02:55
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Tiffany Little updated section Value Pillar background from gray to darkgray on Mon Jan 08 2024 07:02:52
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Tiffany Little updated section Customer Challenges background from gray to darkgray on Mon Jan 08 2024 07:02:49
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Tiffany Little updated section Customer Personas background from gray to darkgray on Mon Jan 08 2024 07:02:45
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Tiffany Little updated section Differentiators background from green to darkgreen on Thu Jun 15 2023 02:08:38
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Tiffany Little updated section Customer Challenges background from orange to gray on Thu Jun 15 2023 02:08:32
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Tiffany Little updated section Customer Personas background from blue to gray on Wed Jan 18 2023 04:29:03
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Tiffany Little updated section Value Driver 3Pillar on Thu Nov 17 2022 17:29:19
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Tiffany Little updated section Value Driver 2Pillar on Thu Nov 17 2022 17:29:13
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Tiffany Little updated section Value Driver 1Pillar on Thu Nov 17 2022 17:29:08
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Tiffany Little updated section BuyerCustomer Challenges on Thu Nov 17 2022 17:27:37
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Tiffany Little updated section BuyerCustomer Personas on Thu Nov 17 2022 17:27:31
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Judy Butler
10:15pm
Burt Crumb
10:16pm
@JaneSmith goes to the ocean
Went surfing today and rode a huge wave
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Marty
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March 23
MARKETING SEO -Win the market and all the users for years to come
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#samplenotes

Value proposition.....[describe what we do and the value customers get from it in one line]

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Customer Personas

TL
Personas we sell to, ranked
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Customer Challenges

TL
Identified pain
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notes 
TL
21

Before

  • add here


Negative Consequences

  • add here


After

  • add here


Positive Business Outcomes

  • add here


Required Capabilities

  • add here


Metrics

  • add here


How We Do It

  • add here


Better

  • add here


Proof Points

  • add here


Customer References/Case Studies

  • add here


Industry Awards

  • add here


Analyst Reports/Studies

  • add here


Reports/Studies

  • add here


Discovery Questions

  • add here


After/Positive Business Outcomes

  • add here


Required Capabilities/Metrics

  • add here


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notes 
TL
21

Before

  • add here


Negative Consequences

  • add here


After

  • add here


Positive Business Outcomes

  • add here


Required Capabilities

  • add here


Metrics

  • add here


How We Do It

  • add here


Better

  • add here


Proof Points

  • add here


Customer References/Case Studies

  • add here


Industry Awards

  • add here


Analyst Reports/Studies

  • add here


Reports/Studies

  • add here


Discovery Questions

  • add here


After/Positive Business Outcomes

  • add here


Required Capabilities/Metrics

  • add here


%
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notes 
TL
21

Before

  • add here


Negative Consequences

  • add here


After

  • add here


Positive Business Outcomes

  • add here


Required Capabilities

  • add here


Metrics

  • add here


How We Do It

  • add here


Better

  • add here


Proof Points

  • add here


Customer References/Case Studies

  • add here


Industry Awards

  • add here


Analyst Reports/Studies

  • add here


Reports/Studies

  • add here


Discovery Questions

  • add here


After/Positive Business Outcomes

  • add here


Required Capabilities/Metrics

  • add here


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Differentiators

TL
Defensible Differentiators
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