In 2008 Gartner surveyed over 600 IT buyers, asking them to identify both the strengths and the weaknesses of marketing and sales efforts across all types of technology providers.
“More than half the respondents said the biggest weakness or shortcoming in IT sales and marketing efforts is the lack of a quantified value proposition. The survey data also showed that, on average, buyers are 2.5 times more likely to buy products if a vendor is able to effectively quantify its value proposition.”
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This is a rather compelling reason to uncover the Delta, the value associated with the prospect making the change from their current situation to the solution you are offering. As Gartner points out, this Delta must be expressed in tangible terms of time, people or money – specific numbers.