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Customers are required to validate the value of a technology solution for purchase approval, but many solutions providers have not yet mastered the art of collecting proof points from existing customers and articulating the value of their solutions in a way that resonates with prospects. This is due to a number of reasons, including:

• Measurement is expensive, and customers typically do not want to pay their providers to measure post-implementation results.
• Solutions providers and customers have very different goals and priorities for measuring the value of solutions, and these mismatched goals make customers less willing to collaborate with their providers to demonstrate value delivered.

Despite the difficulties, however, ITSMA’s research with customers has revealed that there are three critical steps that solutions providers can take to show the value of their solutions and win more business:

• Segment customers based on why and how they measure value.
• Sell the value of working with the company, not just the value of the solution.
• Shift the discussion from validating the business case to ongoing business improvement.

During this Briefing, ITSMA’s Julie Schwartz provides an overview of how providers can better communicate the value of their solutions and win more business. Ian Campbell, President and CEO of Nucleus Research, also weighs in on how to demonstrate the ROI of solutions in a credible way.