The short version: Validate it directly with customers, gather evidence that it works, and share it with sellers. In the videos below, Stevie Case, CRO at Vanta, explains how her team does this.
First step, every company must figure out whether they are growing revenue, reducing cost, or reducing risk, and “have your buyers validate it in real-time,” says Stevie. A call recording tool is helpful. But even better is having a value engineering team like Stevie has created at Vanta.
“ We’ve got a team that quantifies and then goes deal by deal, validating that value with our buyers, and then validating that we’ve realized that value at the point of renewal,” she says.
Watch: Stevie on value-engineering
Once you know your value, do not stop helping customers realize it. It’s too easy for growing revenue organizations to get fixated on new logos at the expense of customers. The industry has talked about this for decades but that post-sale value process is still vanishingly rare.
In the video below, Stevie shares how she visited one of her vendors to do a hackathon together. “We got more done in one day than we had in the previous months,” she says. Why not try the same with your large customers?
Watch: Stevie on helping customers realize value