Ericsson: Value Engineering

Discover the true value of your Products and gain the competitive advantage needed to sustain yourself in a global market.
As the competition is increasing and customer behavior changing, the way we do business is no longer an option. Understanding your product's value and being able to communicate it, is needed more than ever. Value is created at all stages, through cooperation with multiple actors, from partners and customers to everyone in between. The product is still core but we need to define and discover the true value of our deliveries, that is where value engineering comes in.
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We have developed a new way of working with marketing and communication, based on comprehensive research, that has been packaged into a powerful workshop. During the workshop, we will guide you through the Value Development Model©, created by Tolpagorni in co-operation with Luca De Stefano, Head of Sales Readiness & Value Creation at Ericsson, which covers four key areas:
  • discover what should be leveraged,
  • define the core value offering,
  • connect target markets, and
  • convey your values

Using this model, we will enable Product Managers to work with a value perspective in designing, developing, and communicating the product.

You will learn
  • To identify the true value of your products and create effective value propositions
  • To utilize market insights to identify target segments for each value proposition
  • To craft narratives using personas that resonate with each segment
  • To leverage various tools like Driving forces, Target market, Value Tree®, Value Vectors, PMA and Engagement models to map out the various value chains

After the workshop you will be able to
  • Use the powerful Value Tree® tool to identify and engineer your Value Logic
  • Increase the quality of your Value Argumentation and be able to react to changes in the market
  • Use Compelling Events to trigger the Value discussion and produce relevant Engagement Models
  • Create effective marketing communication, fostering improved sales and marketing capabilities

Registration in ITM/ Learning.
Always remember to get confirmation from your manager before signing up for any courses.

Designed For
  • Product marketing manager
  • Product manager
  • For Creating value logic
  • For you working on a product launch

Said about the training…

"Excellent course!"

"The instructor was very engaged and it lifted the whole course."

"Good thing we got involved in the whole course."

"As always I find Magnus very engaged and competent and he is able to enthuse a group as well as to make the individual engaged through personal feedback."