In this session of Propel 22, Matthew May, Go-to-Market advisor, and ScaleUp Strategist at Insight Partners shared his insights on accelerating onboarding outcomes with value mapping.
The session focused on:
Harvard marketing professor Theodore Levitt is famous for saying, ‘People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
Another way to look at it is as author and former Harvard Business School professor, Clayton Christensen, did when he said, “When people find themselves needing to get a job done, they essentially hire products to do that job for them.”
This notion of products being ‘hired’ for a specific job is widely known as the “Jobs Theory.”
Jobs Theory can be used to accelerate onboarding outcomes via the Jobs Framework. It has two major components: the job-to-be-done and a desired measurable outcome, as illustrated below.
The Value Gap Map is an overlay of Jobs Theory on the key inflection points in the customer experience. Value gap mapping focuses on identifying the gaps for customers to understand what value needs to be provided to the customer.
The map is a matrix that begins with the customer whose experience you want to map. Though value gap mapping can be done for personas and profiles, involving actual customers in such an exercise can be hugely beneficial. Or, you could complete a Value Gap Map for a customer with a team that knows that customer best.
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A value mapping session is typically three hours long (carried out cross-functionally) with either:
Value gap mapping sessions during onboarding kickoff meetings can help understand exactly what customers are looking to achieve, and how you can provide that value, right at the start of the project.