Proposition Mapping™

We have a unique process called Proposition Mapping™ which logically and methodically maps the capabilities of a proposition to the business issues customers face – to create focused and compelling value propositions.
Proposition Mapping™ can be applied to the development of messaging for products and services, sector–based propositions or entire business units. The approach has three distinct stages.
Stage 1

Develop Insights

The first stage is focused on the customer and is designed to answer fundamental questions such as:

  • What defines the target customer segment – industry, size, maturity, geography?
  • What business activities and workflows are addressed by the proposition?
  • Who are the business decision makers, influencers and users for the proposition – the Personas?
  • What are the trends and drivers in the markets customers operate in?
  • What business challenges or opportunities do typical customers face?

The initial step is to mine any existing materials the client can provide such as collateral, decks, white papers, and learning resources and conduct web research to prepare a set of base insights to start from. Information is captured and organized into a database using the Messaging Workbench™.

The next step is to run a series of structured workshops with product managers, leading sales people and other subject matter experts to create an internal view or ‘hypothesis’ for the issues that are top of mind for different personas and how they view the associated pain or opportunity. Output is captured from stakeholders using the Messaging Workbench™ and shared on screen, so people can comment and provide feedback in real-time.

In step 3, the hypothesis is then tested and validated – typically through a series of short research calls with customers.

Stage 2

Map Capabilities and Value

In the second stage, the capabilities of the proposition are mapped against the challenges and opportunities faced by customers. First, existing materials from the client are analyzed to gain an understanding of product and service capabilities.

A series of workshops are then run with internal stakeholders to map the relevant product and service capabilities to each top of mind issue identified for each target persona – to capture a capability statement and articulate the value delivered. Again, output is captured from stakeholders and shared during the sessions using the Messaging Workbench, to make sure capabilities are stated correctly (and are not over-stated) and the most compelling language is used.

The resulting output is then analyzed to identify and develop the most important value propositions and top points of differentiation.

Stage 3

Create Messaging

In the final stage, the insights and value propositions captured in the Messaging Workbench are further developed and refined to create a database of messages to take the proposition to market. The complete set of proposition messages are then outputted to Word for final stakeholder review, comment and approval.

Marketing teams can then access the signed off messaging for the development of marketing materials, digital content, sales toolkits, and learning programs in two ways:

  • Go-to-Market Messaging Strategy Word document
  • Deliverables Creation Tools in the Messaging Workbench