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The Message Flow – Value ‘Hypothesis’
Drivers What internal or external drivers are PESTEL Analysis
Goals influencing or affecting your customers’ Analysts Reports
Challenges (and stakeholder’s) strategy?
Value Stakeholder Analysis
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
Structured Business Conversation
What obstacles are preventing them or
making it difficult for them to achieve these SWOT Analysis
goals and KPIs?
Structured Business Conversation
What tangible or intangible benefits could Known Benefits from Cisco 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?
