strategy business marketing reflection paper (just guest speaker parts )
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B2B Value UTS Strategic Business Marketing
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B2B Value by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Aims
A. Understand, create and deliver value
B. Explain value chain
C. Importance of relationships and networks
D. Finding Value: Models & mechanisms
Create an appreciation not an answer
Aims by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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A. Value Primer
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Value is Complex Contextual Processes
“For every complex problem there is an answer that is clear, simple, and wrong”
H.L. Mencken 1880-1956
Value is Complex by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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• Networks of people, relationships,
processes driving value
• Relationship assets are invisible,
build over time & hard to measure
• Nuances to customer decisions
• Typically big gaps in metrics &
underlying choice logic
Value is Complex Contextual Processes
Value is Complex by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Value Flows …means understanding people, process and profit
Value Flows by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Value in People …means understanding people, process and profit
People buy meaning to themselves • Over function or cost
• My outlook
• Averages meaningless
Value in People by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Value in Process …means understanding people, process and profit
Endless processes to refine • B2B constraints – arbitrary
• Efficacy & Efficiency
• Technology & Innovation
Value in Process by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Value in Profit …means understanding people, process and profit
Profit is all about understanding drivers • Value trade-offs to buyers
• Cost vs value
• Your PnL holds value-stories behind every number
Value in Profit by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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B. Intangible Value Models
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Value Model Strategy
Based on Communication Value Circle by Prof. Ansgar Zerfass & Sophia Charlotte Volk Value Model Strategy by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
M a
ch in
e ry O
p p
o rtu
n itie
s Trigger
Top-Up
Manage
Look Beyond
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Communications & Marketing
Reputation
Marketing
Value Crossroad
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Synergy
Value Linkage
Success platforms:
• Credibility
• Trust
• Reputation
Invisible Relationship Assets
Sales & Marketing
Realise brand assets:
• Aware
• Consider
• Intent
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Value Linkage by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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C. B2B Value Case Examples
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Understanding Movement Campus Analysis
Understanding Movement by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
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Shareholder Value Driver Analysis
Shareholder Value by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
Our analytics identifies and quantifies the drivers of your share price.
We use advanced analytics to distil the dynamics of how your share price moves then go deep into your communications to structure and explain why those shifts occurred.
This understanding is powerful because it elevates your capability to a strategic level, creating new financial value for your organisation.
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D. Value Principles & Predictions
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1. People, process and profit all create value but the secret is all in the mix!
2. Value follows the tails of least OR most relationship friction
3. The value chain centres on the customer in context of the organisation:
Attitudes Relationships Behaviour Financial outcomes
4. Bring customer analysis alongside financial analysis
5. Value hidden in piles of data and metrics – Map successful people and processes carefully, analyse and interpret to make value visible
5 Value Principles
5 Value Principles by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
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1. Subtle data will become more important: Invisible value will be found by mapping and merging disparate relationship, process and profit data
2. Attitudinal insights will be realised as both diagnostic and predictive to value
3. Organisations are social beings so will resist change seeking to align them towards greater value until a significant force occurs
4. Agile organisations have a different outlook on value which is both customer centric and process optimized. They measure and reward value creation.
5. To see value, executives need to stop, think differently – get out of the office, engage with customers & create strategy
5 Value Predictions
5 Value Predictions by Michael Ziviani, Precise Value Australia is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
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Growth Labs Mapping Opportunity
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Thank You
© Copyright Precise Value 2019 Commercial in Confidence
MichaelZ@precisevalue.com.au @mikeziv