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The Message Flow – Value Hypothesis
Drivers What internal or external drivers are PESTEL Analysis
Goals influencing or affecting your customers’ Avention
Obstacles (and stakeholder’s) strategy? BI data
Value
Proof What are your customer’s goals in light of Company Website
these internal or external drivers? KPI Exercise
And what are their KPIs / success
measures? Account Research
Business Questioning Model
What obstacles are preventing them or
making it difficult for them to achieve these Business Questioning Model
goals and KPIs? Known Benefits from Likely Cisco
What tangible or intangible benefits could Products
they see if you helped them overcome these
challenges, i.e. what are the business Case Studies
outcomes related to the goals & KPIs?
For whom have you helped solve a similar
problem? And what confirmed benefits/ROI
did they experience?
