Gartner Research

Tech Go-to-Market: Creating Compelling IT Service Value Stories That Go Beyond Service Line Attributes and Provider Characteristics

Published: 11 March 2014

ID: G00248806

Analyst(s): Rob Addy

Summary

IT service value is often considered intangible. Unless providers make it readily accessible and "real" in the minds of their customers, they face the risk of losing out to competitors that can. Building compelling value stories that will resonate with, and engage, your customers is a must.

Table Of Contents
  • Key Challenges

Introduction

  • Guidelines for Browsers
  • IT Service Value Articulation Is an Aspiration, Not a Competency

Analysis

  • Articulating the Value of Your IT Service
    • Get Fundamental — It Starts With What You Do, Not What You Say That You Do
    • Question Everything — Not Every Action Is Necessary or Worthwhile
    • Prioritize Your Positioning — Some Benefits Are More Equal Than Others
    • Reinvigorate Common Benefit Statements With Quantified Proof Points
    • Get Personal — People Make Purchases, Not Faceless Organizations
    • Get Personalized — Accept That There Is No "One Size Fits All" Scenario
    • Bridging the Gap Between Benefits and Value
    • It's Not Just What You Say, It's the Way That You Say It
    • Tools on Their Own Achieve Nothing, but They Can Help You Turn Good Into Great
  • Best Practices for Articulating IT Service Value
    • Conduct a Service Delivery Activity Audit to Build a Capability Inventory
    • Construct Benefits Profiles for Every Service Line and Offering
    • Determine What Constitutes "Value" in the Eyes of Your Target Constituencies
    • Translate Your Benefits Into Contextual Value Statements
    • Validate the Various Versions of Your Value Story in the Field

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