How to Design Value Messages Along the Customer’s Path

We move on with our series on value messaging. First, we discussed what value messaging’s role is in a strategic sales enablement approach and why your enablement services have to be aligned on a messaging level. Last week, we discussed organizations’ current approach to value messaging and five steps to improve your value messaging approach. Today, we are going to discuss the criteria organizations currently use to create value messages.
Criteria for successful value messaging are multifaceted – only 51.4% of organizations follow such an integrated value messaging approach.
All others, 48.6% of organizations, focus their value messaging approach on only one of these criteria, such as business problems, customer journey phases and buyer roles.
Let’s discuss why the customer’s path is the main design point for your value messaging efforts.
Buyers have different goals in each phase of the customer’s path and salespeople have to navigate their different buyer dynamics. Think about