Key points from the VIP Show’s conversation with Olge Kurtoglu.:

• Value Based Wins over Cost Plus

• Value is a moving target

• Value alignment is critical

Three key actions to take now are identified.

VIP is for Value Innovation and Pricing.

Karen Chiang is hosting Ibbaka’s new VIP (Value Innovation and Pricing) series. In this podcast and vodcast series Karen will have conversations with the key people shaping value based strategies. This is a great opportunity to learn from a community of passionate experts.

Sales depends on understanding what your customer values. You need to know how you create value and who you create value for. Traditional market surveys are no longer enough to understand value in rapidly changing markets. Instead, one needs to build a system and culture of continuous value: understand, communicate, deliver, document and capture as a continuous process.

While 20-25% of B2B technology deals are lost due to price, a staggering 81% of buyers actually prioritize value, performance, and solution fit over cost. Even more striking, 74% of deals are won by the vendor who first paints a compelling vision of value. Discover how mapping your sales process to the buyer’s journey, tailoring growth models to customer engagement, crafting clear and measurable value propositions, and embracing value-based pricing can build trust and accelerate sales.

Ibbaka Chief Value Officer Karen Chiang sets out the value agenda for 2025. Companies need to

1. Embed value in every team’s DNA

2. Treat value as a living system

3. Measure what matters: Value to Customer (V2C); Value Attainment Score (VAS); Time-to-Value (TTV)

Value is a tory that is told with customers across the customer journey, from pre sales through to customer success. In this post Ibbaka Chief Value Officer Karen Chiang tells the story of the Ibbaka customer value journey. She provides an approach relevant to all B2B SaaS companies. This is a follow up from Karen and Rashaqa Rahman’s PeakSpan Master Class: The Value Narrative – Integrating Value & Improving Engagement Across the Customer Lifecycle.

Karen Chiang has become the Chief Value Officer for Ibbaka. In this role she is responsible for how we deliver value to our customers around the value cycle and for ensuring we deliver a high V2C (Value to Customer) to all the companies on the Ibbaka platform.

This blog post discusses the importance of value in customer engagement and introduces the Value Cycle. It explains how value creation, communication, delivery, documentation, and capture are essential for building strong customer relationships. The post also presents a simple scorecard for evaluating a company's performance in each area of the Value Cycle.

On June 5th, Ibbaka presented at PeakSpan’s Master Class series. We explored practical steps for building a robust value model, a key tool for value-based pricing. This model, crucial for sales, customer success, and product management, helps estimate economic value. In this blog post, we elaborate on questions from the session.

Churn is the first of the six Net Revenue Retention Levers to look at. Begin by understanding the natural rate of churn for your solution. If you are above the natural rate of return, then churn is where you need to focus. Ibbaka can help you use value and pricing to reduce churn.