B2B Value Models have an average of 7.69 Value Drivers, ranging from 3 to 14. This shows that high-stakes B2B projects delivers value across multiple areas.
The median number of Value Drivers is 7, with the usual zone between 6 and 9. Working with a number of Value Drivers under 3 might mean that the model is too simplistic. Working with a number of Value Drivers above 14 is dilluting the focus on low impact drivers.
Ranges represent 25th-75th percentiles.
Everyone wants the full picture of the situation. But it must remain focused.
The human brain is limited to 5 to 7 concepts: above that number, it won't be able to remember and process every data points at the same time.
Having too many Value Drivers will overflow the attention capacity, and create the risk of having the clients forgetting the most important Value Drivers.
Too focused, and you lose trust.
A number of Value Drivers that is too low will leave an impression of an incomplete business case.
While clients need a focused view of the situation, they also want to avoid back of the napkin maths when approving massive projects.
Proven strategies to differentiate your value proposition and win more deals
Identify new Drivers, or split existing ones in more detailed sub-Drivers.
Remove the lowest valued Drivers, they're dilluting your message.
Co-build the model by having your lead enter their own, real metrics with you.
Do not do the exercise on your own, people give more trust in what they helped build.
The right number depends on your deal, not a rule of thumb.
Get your driver count benchmarked against what actually holds up in review.
Start with a structure designed for your industry and historical data, rather than a blank slate.
