What's your Value Proposition?
A Value Proposition is the value your products or services bring to a customer through using them.
Developing a Messaging Architecture to articulate your value proposition is a crucial first step towards creating messaging clarity and improving marketing and sales performance.
- Do you have a clearly structured value proposition and message or are you merely tweaking what you had before?
- How many versions of the value proposition are their in circulation? - without stucture, probably a multiple of the number of sales and marketing people in the company.
A Messaging Architecture is a structured representation of your value proposition (the value your products or services bring to a customer).
This is not a product-centric view unless you are a one product company; a company with multiple products could use combinations of different products to create value for a specific target audience.
Once in place, it serves as a compass to direct all outbound marketing communication and aligns the sales team around one core set of messages.
Senior executive level engagement and commitment is required to round up the right people and dedicate the time to create the Messaging Architecture in a Messaging Workshop.
Workshop participants will include top sales reps, key product visionaries, owners and business development, a group ideally around 6 people with AMC acting as a facilitator, coach and editor.
A workshop can take as little as half a day through to several days, depending on the complexity of the solutions set. It may take up to several weeks for a core team of one or two individuals working with AMC to create and validate the final messaging product.
