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Episode 42: CMO Perspectives – The Importance of Value in Healthcare, Life Sciences and Beyond

Andy De

Podcast Description

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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Takeaways

Value selling originated at i2 Technologies, where they measured the value delivered to customers and built a portfolio of value engineers.

SAP took value-based selling to the next level by introducing benchmarking and creating a library of customer success stories and use cases.

Building a living library of customer success stories and use cases is crucial for guiding customers and substantiating value claims.

Organizations need to embrace value as part of their DNA and involve the entire organization in value-based selling.

Thought leadership is important for differentiating oneself and building a personal brand.

Sound Bites

“The company that originated value selling of software was actually the company that brought me from being a consultant, right? Strategy consultant to enterprise software, product management, product marketing, headquartered right here in Dallas, Texas. It was called i2 Technologies.”

“For every industry, they… you know, most of the top five or 10 were already SAP customers would, they ran their business on SAP’s ERP. So it was very, very compelling, right? What was the value that you got from deploying ERP? They had all that documented.”

“First and foremost, of course, the insights took the CXOs by surprise. And the fact that they were benchmarked against the best of breed, very credible, driven by facts and research.”

Chapters

00:00   Introduction and Mission of the Podcast

01:37   Andy’s Experience with Value-Based Selling

13:22   The Last Mile Challenge in Value-Based Selling

22:26   Embracing Value as Part of the Organization’s DNA

25:34   The Power of Thought Leadership in Differentiation

27:45   Final Thoughts and Advice

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