ABSTRACT
The salesforce is the principal messenger of value to the customer and must understand and effectively communicate value to the customer base. If the salesforce isn’t fluent in these skills, customers will eventually perceive parity between their choices in the market. Sales managers, new business development, marketing, and project managers should work with their pricing counterparts to understand how they can and will create more meaningful value for their customers. Suppliers and customers should be sitting on the same side of the table and showing how both sustainably win by measuring the best value created and received. Finally, procurement should spearhead that value capturing for the organization, in order to continually be seen as a strong support function to the business, and show how it can get the best suppliers to bring their best resources and therefore value.
