ABSTRACT
This chapter proposes to go further and to offer readers a potential job description for a process-focused Chief Value Officer (CVO). It attempts to bring forth arguments for why firms should comprehensively and systematically manage business value at the organizational level. The chapter highlights the need to have customer value managed centrally through the creation of the position of CVO. It presents several contributions to the field of marketing, value and pricing management. The chapter proposes a different definition of customer value and also supports the need to elevate the value discussion to the C-suite. It suggests a couple of different design options for CVOs and a potential job description based on Deloitte's 2004 work. The chapter establishes a separation between pricing management and value management in the firm. It talks about the role of the CVO compared with other C-level positions that are related to market and customer activities.
