2. Key Concepts
Business Strategy
A Buyer’s Business Strategy
is supported by Key Success Factors
each associated with Value Activities
which are affected by Products the Buyer uses
KSF
VA
KSF
VA
KSF
VA
Product X
VA
3. What A Vendor Must Understand
Target buyer’s
strategic
objectives
How the
objectives
are achieved
How the product
helps achieve
the objectives
4. The Case Logic Model
Understand the Buyer’s Problem – specify the problem
that needs to be solved from the buyer’s perspective
Choose a Direction – make the case for the selection of a
high level intervention strategy
Expect a Result – outline the benefit streams that could be
typically expected by choosing that direction
Adopt a Solution – propose a technical solution to the
problem that will achieve the expected result.
Demonstrate Success – summarise the likely results of
the application of the solution to the defined problem.
5. Finding Data Can Be Challenging
• The most challenging part of the Case Logic Model is the
Demonstrate Success step: obtaining data to quantify
the product’s impact; sources include:
–
–
–
–
–
Primary data the vendor collects from customer sites
Credible third-party studies of customer sites
Customer-led studies
Internal (vendor) data from tests and experiments, extrapolated
Published studies of similar products, extrapolated
10. Tomorrow’s Topics
•
•
•
•
•
Finding existing data on product benefits
Convincing buyers to help collect product benefits data
Designing and carrying out on-site data collection
Understanding the buyers’ perspective
Using benefits data creatively