Gartner Research

How to Articulate the Value of Your Product or Service Offerings’ Features as a Tech CEO

Published: 02 August 2019

ID: G00402093

Analyst(s): Paul Brunet, Mark Stanyer

Summary

TSPs often struggle to identify both technical benefits and business values for products and services, resulting in weak differentiation in both areas and negatively impacting customer acquisition. Tech CEOs should use the method described in this document to identify both.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Step 1: Identify Differentiable Technical Features, and Describe Their Value Relative to Competing or Alternative Methods
    • Assembling the Elements of Technical Value
  • Step 2: Identify Business Needs Addressed, and Describe the Value of Your Features to Those Needs
  • Step 3: Create Content That Takes Customers From Unique and Differentiable Features to Statements of Value for Their Businesses
  • Summary

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