Achieving tangible outcomes is often elusive. In fact, 88% of CFOs and other business executives researched by PwC, said that they struggled to capture value from their technology investments!
Yet, companies that prioritize value creation from the outset of their transformation efforts are twice as likely to achieve the desired benefits and outcomes.
This insight, based on recent research by Accenture, highlights the importance of taking a value-oriented approach—a strategy that not only drives success but also delivers significant financial returns.
For tech vendors, embracing this mindset is key to helping customers thrive and, in turn, driving your own business growth.
The Power of a Value-Oriented Approach
According to Accenture, companies that focused on value creation during their transformation efforts experienced significantly better results. These organizations increased revenues by an average of 15 percentage points more than their peers who did not adopt this approach. They also outperformed in profitability, with profit margins (measured as EBITDA/revenue) being 5.6 percentage points higher than those of other companies.
What does this mean for tech vendors? It underscores the need to position yourself not just as a product provider, but as a partner in creating long-term value. When you align your solutions with your customers’ strategic goals, you help them achieve the kinds of outcomes that can transform their business, and in doing so, cement your role as an indispensable partner.
Why Focusing on Value Delivers More Than Just Financial Gains
For CFOs and business leaders, the pressure to deliver measurable results from transformation efforts is immense. Accenture’s research reveals that 79% of CFOs with a low or moderate focus on value believe their transformation efforts often fall short of expectations. This statistic speaks volumes: without a strong emphasis on value, even well-funded, well-executed initiatives can fail to deliver the expected results.
As a tech vendor, this creates a massive opportunity to differentiate yourself. By taking a value-oriented approach, you help your clients achieve the outcomes they care about—whether that’s revenue growth, operational efficiency, or increased agility. By demonstrating your understanding of their challenges and aligning your solutions to their goals, you go beyond simply selling a product; you become a driver of their success.
The Financial Upside of Value-Driven Transformations
When companies focus on value creation, the financial gains are clear. Those that prioritize value at the beginning of their transformation journey see faster revenue growth and improved profitability. As Accenture’s data shows, this focus translates to 15 percentage points higher revenue growth and 5.6 percentage points higher profit margins compared to those that don’t focus on value.
For tech vendors, helping clients unlock these benefits doesn’t just lead to happier customers—it also creates opportunities for deeper, more profitable relationships. When customers see tangible results from their investment in your solutions, they are more likely to expand their use of your products, refer you to others, and stick with you for the long term.
How to Implement a Value-Oriented Approach
Taking a value-oriented approach requires a shift in mindset. It’s about engaging customers in a deeper conversation—not just about features and functionality, but about how your solutions can help them achieve their most important business objectives.
Here are three value marketing, selling and customer success strategies to adopt:
- Align Your Solutions with Business Outcomes – Understand your customer’s core business objectives and tailor your solutions to help them achieve those outcomes. This might mean positioning your product as a tool for increasing efficiency, reducing costs, or improving revenue growth, depending on the customer’s specific needs.
- Prove the Value Continuously – Don’t stop after the sale. Work closely with your customers to measure and track the value your solutions are delivering over time. This ongoing realized value validation reinforces your role as a partner in their success and helps secure long-term loyalty.
- Build Flexibility for Future Value – As companies evolve, their needs will change. Be proactive in offering ways to expand or modify your solutions to continue delivering value as their business grows. This not only demonstrates your commitment to their success but also opens the door for additional sales opportunities.
The Bottom Line
In a world where businesses are under immense pressure to justify every dollar spent, a value-oriented approach is no longer optional—it’s essential. Tech vendors that focus on helping their customers achieve real, measurable outcomes will not only stand out in a crowded market but also build long-term, profitable relationships.
As Accenture’s research shows, companies that prioritize value from the outset achieve faster revenue growth, higher profitability, and better outcomes overall.
By adopting this approach, tech vendors can position themselves as trusted partners in their customers’ success, ensuring they not only meet but exceed expectations in an ever-evolving market.
As this executive buyer research clearly shows, value is the ultimate differentiator.
Make it your guiding principle, and watch both your customers and your business thrive.
If you are looking for a great on-ramp to Value, checkout our special Kickstart program here.
Sources:
- PwC Pulse Survey, August 2023 – https://www.pwc.com/us/en/library/pulse-survey/business-reinvention.html
- Accenture CFO Forward Study 2024 – https://www.accenture.com/us-en/insights/consulting/cfo-forward-study-2024
