Despite the growing need to convince buyers as to the unique value you can deliver, the traditional ROI Business Case - long a staple of value selling - may be losing its luster in driving sales success. Why? The Traditional ROI Business Case is often too inside-out (vendor-centric), focused too much on the solution and what it can do. Most are overloaded with too many numbers that clients have difficulty connecting with. Neuroscience has revealed just how important it is to not just quantify the value of your solution, but to spark attention, build trust and tell your value story. In this session, Tom Pisello, the ROI Guy and CEO / founder of value tool provider Alinean and Shimon Abouzaglo, Founder and President of the Value Selling & Realization Council will reveal the latest research and specific techniques for moving from a ROI Business Case to a Value-centric Case for Change, and how this can boost forecasted win rates beyond 50%, increase deal size and accelerate sales cycles.

1. Copyright © 2001-2015 Alinean, Inc.Copyright © 2001-2015 Alinean, Inc.
From a Business Case
to a Case for Change
1
Tom Pisello
tom@alinean.com
@tpisello
@AlineanROI
http://www.alinean.com
Shimon Abouzaglo
Shimon.Abouzaglo@VSRCouncil.org
@VSRSummit
http://www.VSRCouncil.org

2. Copyright © 2001-2015 Alinean, Inc.
Buyers have changed …
2
50%
Increased need to deliver
Value / ROI proof
(CSO Insights)
5.4Decision makers
per deal
(CEB)
67%
Of buyers journey
done digitally
(Gartner)

3. Copyright © 2001-2015 Alinean, Inc.
This has a tangible impact on Sales …
3
58%
Of your opportunities
end in “No Decision”
(SBI)
24%
Longer sales cycles
compared to 2 yrs ago
(SiriusDecisions)
55%
Of sales reps won’t
achieve quota goals
(CSO Insights)
76%
Of deals go to the sales rep who
helps set the buying agenda
(Forrester)

4. Copyright © 2001-2015 Alinean, Inc.
What should you do about it …
4
#1 reason sales reps didn’t achieve quota
= Inability to communicate & quantify unique value
SiriusDecisions - 2011, 2012, 2013, 2014, 2015,
2016
51%
win rate!

5. Copyright © 2001-2015 Alinean, Inc.
Building a Business Case
5
Product / Service
Features
Value Delivered
Impact on
Key Performance Indicators
Reduce Business Risks
Reduce Costs
Grow Revenue
Improve Productivity /
Processes

6. Copyright © 2001-2015 Alinean, Inc.
A Case for Change
6
Buyer Challenges
Pain Points
Cost of “Do Nothing”
Impact on Business
Business Risks
Wasted Spend
Squandered Revenue
Opportunities
Productivity / Process
Inefficiencies

7. Copyright © 2001-2015 Alinean, Inc.
Value Selling Effectiveness
7
New Brain,
Logic
Logos
Reptilian Brain,
Emotions
Pathos
Middle Brain,
Credibility
Ethos
Why Change? Why Now? Why You?
Ideas Exploration Evaluation Selection

8. Copyright © 2001-2015 Alinean, Inc.
A Better Tool to Communicate & Quantify the Case for Change
8
https://kronos.valuestoryapp.com/vat

9. Copyright © 2001-2015 Alinean, Inc.
Tell your Value Story long after your Engagement
9

10. Copyright © 2001-2015 Alinean, Inc.
Tool Best Practices
10
Introduce earlier vs. later
Collaborate & get customer to
own the numbers + story
Promote internal sharing of report
with your champion / mobilizer
Pre-load profile & use
defaults to start
On-line meetings
Side by side engagements
Group sessions

11. Copyright © 2001-2015 Alinean, Inc.
A Case for Change is Imperative
11
48% Of providers don’t do good
job w/ business value
articulation
74% Of providers too focused
on products vs. value
70% Want providers to deliver
storytelling & case studies to
build trust
How will you better communicate & quantify
your unique value story?

12. Copyright © 2001-2015 Alinean, Inc.Copyright © 2001-2015 Alinean, Inc.
From a Business Case
to a Case for Change
12
Tom Pisello
tom@alinean.com
@tpisello
@AlineanROI
http://www.alinean.com
Shimon Abouzaglo
Shimon.Abouzaglo@VSRCouncil.org
@VSRSummit
http://www.VSRCouncil.org