BUSINESS DRIVER LAB
From Features and Benefits to Customer Business Performance
Business Driver Labs focus helping those in sales and demand creation and roles
convey the business value of specific solutions. An ideal component of new
product launches and campaigns to accelerate adoption of new versions, Labs are
customized workshops designed around articulating how a specific solution
impacts customer business performance and which metrics are meaningful for
target customers and industries for quantifying the value of specific solutions
makers.
At the heart of every Lab is a Business Translation tool developed for each
solution. Collaboration with your vertical marketing and/or solution positioning
personnel ensures that the translations are consistent with your broader
go-to-market strategies. These tools, which enable your team to translate
technical features into opportunities, are then integrated into our blended
learning framework.
Labs are not technical training sessions; rather, the objective of these sessions
is to equip your field teams with the ability to credibly:
- Craft compelling Customer Initiative > Solution Value > Measurement linkages
- Quantify solution value using validated, customer-specific business metrics
- Translate solution value into customer revenue gains, operating cost reductions,
cash flow improvements and other quantified performance gains
- Structure executive level engagements to secure customer commitment of time and
resources to build the focus solution’s business case
- Demonstrate an understanding of a customer’s business to penetrate new markets
and maximize adoption by your installed base