ABSTRACT
The imperative to grow while protecting margins is forcing organizations to fundamentally transform their Sales and Marketing functions and the way they go to market. For many organizations the path to success includes significant advancement in their value-based selling (VBS) capabilities. VBS capitalizes on the rational business-to-business buyer's goal to select and grant loyalty to the suppliers that provide the greatest economic benefit, or value, to their organization. The challenge in VBS strategy design is determining the most cost-effective hybrid strategy that provides optimal effectiveness, efficiency and flexibility, and that enables world-class execution. End-to-end excellence in the customer value management cycle is the hallmark of exceptional VBS organizations. The sales effectiveness framework helps underscore the criticality of Sales and Marketing collaboration to VBS capability building. VBS is as much a go-to-market strategy as it is a sales methodology. Segmentation strategy, value proposition strategy, sales process strategy, channels strategy, and sales force structure take on unique characteristics under VBS.
