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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 SWOT Analysis
goals and KPIs?
Business Questioning Model
What tangible or intangible benefits could Known Benefits from Likely Cisco
they see if you helped them overcome these
challenges, i.e. what are the business Products
outcomes related to the goals & KPIs?
Case Studies
For whom have you helped solve a similar
problem? And what confirmed benefits/ROI
did they experience?
