Episode 14
Guest: Luca De Stefano

Value Driven Marketing Business

Jun 23 / Magnus Billgren
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The Wonderful and Demanding World of Value
Luca de Stefano is a sales readiness director at Ericsson. He lives in a world of techonolgy intensive products and complicated deliveries to customer all over the world. Identifying and communicating the Value is a key in his work. He sees three major impacts of working with Value:

  1. Address the right business priorities for Customers, at the right moment

  2. Help Customers to solve their daily challenges for tangible benefits

  3. Enable Customers to capitalize the value delivered by our products, getting paid for the investment

Luca stresses the importance of a Value Logic. A thinking that can be illustrated with "Value Tree tool". We need to be avble to proof the Value not just talk about it.

Attached is the presentation and also Part 1 of the book Luca has written together with Magnus Billgren.