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Drivers What internal or external drivers are
Goals influencing or affecting your
cutomer’s overriding objectives?
What are your customer’s goals in
light of these internal or external
drivers?
Challenges What obstacles are preventing them
or making it difficult for them to
achieve their goals?
Value What tangible or intangible benefits
would they see if you helped them
eliminate these obstacles?
Proof For whom have you helped solve a
similar problem? What benefits/ROI
did they see? Which Cisco
proposition were deployed?
