Executive Focus

Achieving Predictable and Profitable Growth

Market Insights from Jeff Thull, CEO and President, Prime Resource Group

I was recently invited to deliver a keynote address to a prestigious group of leaders in business, government and education at the upcoming USDA REE Energy Summit in Washington, DC. The focus of this summit will be on building strategic partnerships and achieving collaboration and clear communication between complex entities in order to create a unifying vision and a cohesive approach to growing a clean, efficient and sustainable energy future.

Addressing a pressing communication concern as this could be a daunting task, yet the fundamental principles of creating, selling, measuring and sustaining value in order to optimize complex relationships, the focus of our work, straddles commercial business, government and academic entities alike. All seek to be understood as they sell ideas, products, services, innovation, and especially the unique value they can contribute and work so hard to create. Without collaboration and clear communication strategy, bridging any value gaps will simply fail, and in this constantly evolving and unpredictable market, the cost of failure will be too high.

When I wrote the book, The Prime Solution I addressed the relentless pressure on corporate executives to step up to the plate and deliver on the value promises that customers expect, should be investing in and must be able to measure when it’s achieved. Yet many executives are constantly challenged to clearly define value as a strategy, and predict how that strategy will be executed with clear and concise communication with their customers in the field and deliver profitable results.

In today’s complex global market, it’s time for senior business and government leaders alike, to lead a multidisciplinary collaboration to ensure their organizations can deliver on the value commitments made to customers and the individuals they serve.

It is important to consider 5 critical leadership requirements to bridge the value gap and achieve predictable and profitable growth:

  1. Understand that a value proposition is merely a proposition and cannot be leveraged without a strategy that quantifies that value with and within the customer’s world and the customers they serve.
  2. Build an integrated Value Life Cycle Management process that breaks down functional silos and connects the value message across business units, job responsibilities and most importantly to the customer’s business.
  3. Establish a value delivery culture by building a uniform business language for internal and external communication focused on delivering Key Moments of Value®.
  4. Avoid value dilution and offer compelling solutions that include the measurement of the solution’s value as it is being delivered.
  5. Understand that “declaring value as a strategy” falls short of actual value creation and delivering on the value promise.

If these five critical components can be established, you will see a significant impact on your bottom line and will be able to establish predictable revenue growth. Competitors will not be able to penetrate the strong ties that sustain customer relationships, the relationships built through the value you mutually achieved.

For customers, the continued enhancement of value is an obvious and compelling distinction between the average vendor and a strategic partner. Additionally, their demands for results metrics and ROI enhancements are also opportunities for your solution’s renewal.

Think of how you would respond to a solution provider who brought these capabilities to your door. A resource with these capabilities could undoubtedly make a major impact on your business performance and your personal success. They would not only ensure that you selected the best solution, they would also assist in achieving a successful implementation, help you quantify and maximize your return on investment, and finally, ensure the sustainability of your optimized performance. This resource sounds like a highly valued business partner, a source of continual competitive advantage. Isn’t this the position we all want to occupy in our customers’ minds?

You will find more information in The Prime Solution – Close the Value Gap, Increase Margins, and Win the Complex Sale. The Prime Solution is an innovative approach to customer value and I believe it offers a compelling look at how you can assure your organization’s ability to consistently create and deliver value for your customers and capture a premium share of that value for your organization.

Remember, spectacular success is always preceded by unspectacular preparation.

Enjoy your preparation - enjoy your success!

Jeff Thull
CEO, President
Prime Resource Group