Creating Customer Value Propositions With AI

How to Build an Offer that Outsmarts the Competition
1. Auflage 2027
ISBN: 978-1-3986-3141-0
Verlag: Kogan Page Ltd

Buch, Englisch, 264 Seiten, Format (B × H): 156 mm x 234 mm

Build a repeatable capability to create customer value propositions that win in AI-accelerated B2B markets. Creating Customer Value Propositions With AI is a practical guide for senior commercial leaders, sales directors, key account managers and product leaders who need to develop differentiated offers, align cross-functional teams and turn customer insight into measurable revenue growth. Written by Cranfield Visiting Fellows Richard Brooks, Sue Holt and Mark Davies, this book introduces the Offer Development & Innovation (ODI) framework, a three-phase system covering customer needs analysis, offer ideation and customer value proposition development. It shows how AI can support each phase by strengthening analysis, coaching teams and accelerating the work required to build offers customers understand and act on. Moving beyond prompt engineering, this book helps leaders use AI as a strategic partner in complex B2B environments. It equips you to: - Diagnose root-cause customer needs - Build cross-functional offer processes - Quantify value in customer language - Apply AI across ODI stages Shift toward value-based growth Featuring real-world examples from Pfizer, Siemens, ThermoFisher, Grant Thornton, Zoetis and Nylacast, Creating Customer Value Propositions With AI demonstrates how organizations can create unique customer value repeatedly, systematically and faster than the competition. Themes include: customer value propositions, B2B sales strategy, AI for business, offer innovation, value-based selling, commercial transformation

Autoren/Hrsg.

Davies, Mark

Brooks, Richard

Holt, Sue

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

• • Chapter - 00: Introduction
• Section - ONE: Why AI Is a Major Problem for Suppliers (and How It Is Also the Only Solution)
• • Chapter - 01: Increasing Challenges for B2B Suppliers
  • Chapter - 02: How AI Is Accelerating Disruption
  • Chapter - 03: The Need for Suppliers to Respond with High-Impact Value Propositions
• Section - TWO: The ODI Framework
• • Chapter - 04: The Offer Development & Innovation Framework
  • Chapter - 05: Adopting AI to Generate Innovative Offers
  • Chapter - 06: Phase 1 – Customer Needs Analysis
  • Chapter - 07: Phase 2 – Offer Ideation
  • Chapter - 08: Phase 3 – Customer Value Proposition
  • Chapter - 09: Applying the Framework
• Section - THREE: Building a Business That Generates New Customer Value Propositions
• • Chapter - 10: Building a Value-Based Business
  • Chapter - 11: Value-Based Key Account Management
  • Chapter - 12: Shifting to This New Business Model – ‘The Hidden Edge’

Über Autor(innen)

Holt, Sue
<b>Sue Holt </b>is the Director of Cranfield's flagship Open Programme on Key Account Management and is Co-Director of the Key Account Management Forum. Based in Cranfield, UK, she has over 20 years' experience in lecturing, research, and consultancy. She is also the author of <b><i>Implementing Key Account Management</i></b>, also published by Kogan Page.

Davies, Mark
<b>Mark Davies </b>is a Visiting Fellow for Cranfield School of Management, and a Chartered Marketer and Fellow of the Chartered Institute of Marketing. Based in Cranfield, UK, he is also Managing Director of Segment Pulse. As a practitioner, he has worked in the pharmaceutical and oil & gas industries, where he led large global and regional businesses and sales teams. He is also the author of <b><i>Implementing</i></b> <b><i>Key Account Management</i></b>, also published by Kogan Page.

Brooks, Richard
<b>Richard Brooks</b> brings over 30 years of global business experience, including executive leadership at major agencies, CEO of a leading branding and communications company, and leadership roles in professional associations across Europe and the USA. As founder of his own consultancy, he has pioneered AI-driven marketing solutions for businesses, developing innovative campaigns that deliver measurable ROI improvements across diverse sectors.

Richard Brooks is an executive advisor and AI strategist with over 25 years of experience in global technology. A Visiting Fellow at Cranfield School of Management, he is the author of AI Strategy for Sales Teams, also published by Kogan Page. Sue Holt directs Cranfield's flagship Key Account Management programme, with over 20 years in KAM research and consultancy. Co-author of Implementing Key Account Management, also published by Kogan Page. Mark Davies is Chairman of AKAM and directed Cranfield's KAM Best Practice Research Club for 15 years. Co-author of Implementing KAM (Kogan Page, 2018)