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CMO Perspectives - The Importance of Value in Healthcare, Life Sciences and Beyond
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As a CMO, how do you best embrace and leverage business value not just for marketing, but across the buyer's journey? How do you get value into the DNA of the organization?
In this episode of the Value Coffee Talk podcast, Thomas Pisello and April Morley interview Andy De, the CMO at Verato, about the value-based approach to sales and marketing.
Andy shares his experience with value selling, starting with his time at i2 Technologies, where they measured the value delivered to customers and built a portfolio of value engineers. He also discusses how SAP took value-based selling to the next level by introducing benchmarking. This history lesson on business value engineering illustrates two key initiatives you absolutely will need in your own programs.
Andy goes on to emphasize the third key element, the importance of building a living library of customer success stories and use cases to guide customers and substantiate value claims.
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