ABSTRACT
Jim and Todd have had many conversations about customer value management (CVM) over the years. The business undertakes more projects, builds more customer value models, and begins a repository of value word equations for others to use, which makes their task of conducting customer value research easier. The business provisions value-based sales tools that its salespeople are able to use and want to use. The business establishes linkages between CVM and existing processes in marketing, sales, and new product development. There may be interest, for example, in applying CVM earlier in the new-product development process. CVM champions work throughout the functions and geographies of the business. A new product was created called System 24 that had some unique features that created customer cost savings. Barely half of the best-in-class businesses agree that they have the means to reinforce the value that their offerings deliver to customers.
