Value Drivers of B2B Value Models have an average coefficient of variation of 80.8%, ranging from 36.9% to 123.09%. This shows that Value Drivers estimations tend to vary by a lot.
The median Coefficient of Variation of Value Drivers is 92.67%, with the usual zone between 46.22% and 108.86%. Having a Coefficient of Variation above 50% means that Value Drivers are very different, with probably many Value Drivers being insignificant and creating noise.
Having a Coefficient of Variation above 100% means that Value Drivers vary drastically, dilluting the message and eroding trust.
Ranges represent 25th-75th percentiles.
Everyone want to have the full picture, but lowest valued drivers are superfluous.
B2B business cases tend to negociate massive value for the clients. Including low value Value Drivers will dilute the message and the attention.
It also creates a massive risk of being perceived as a "nice little commodity" instead of a real value-driving opportunity.
Coefficient of Variation too high, and you lose trust.
When you have massive Value Drivers living next to small Value Drivers, customers don't know what to believe.
Best case, they will get confused, and you will struggle to anchor the real value.
Worst case, they don't believe in the massive Value and will choose to focus on the smallest value because they're easier to believe.
Proven strategies to differentiate your value proposition and win more deals
Drop these Value Drivers. They don't drive enough value, and dillute the message.
Be more conservative in your estimations. It will build trust.
Co-build the Value Drivers by having your lead enter their own metrics with you.
Do not do the exercise on your own, people give more trust in what they helped build.
Inconsistency reads as unreliability, even when the numbers are right.
Audit your model's consistency before it gets challenged internally.
Build a stable model your clients can trust.
