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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 Company Website
Proof What are your customer’s goals in light of KPI Exercise
these internal or external drivers?
And what are their KPIs / success Account Research
measures? Structured Business Conversation
What obstacles are preventing them or SWOT Analysis
making it difficult for them to achieve these
goals and KPIs? Structured Business Conversation
Known Benefits from Likely Cisco
What tangible or intangible benefits could
they see if you helped them overcome these Products
challenges, i.e. what are the business
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?
