Value models are a far more powerful frame for customer value management than ROI calculators. Companies that need to communicate value to buyers and document value for customers need a value model and the ability to communicate value in value stories.

Value is central to the design, sale and support of B2B software. Sophisticated ways of understanding and measuring that value have been developed, from basic ROI calculators to sophisticated Economic Value Estimation models. But at the end of the day, we are human, and humans respond to stories. Converting value models into value stories is key to communicating value.