Six steps to creating a quantified value proposition

Broadcast: Tuesday 20 March 2018
Professor Malcolm McDonald

20 March 2018

This webinar will combine research from around the world in many different industries and the practical experience of both buying and selling products and services. Only 5% of companies have financially quantified Value Propositions (McKinsey) and developing them will differentiate your company. Even if you DON’T have any differentiation, the very act of financially quantifying the benefits, even if they are standard benefits, will give you an advantage over your competitors. Initially, this webinar will discuss the important questions of what problem are you solving and why should you change?

What you’ll learn:

The need/justification for Quantified Value Propositions
The Benefits of Value Propositions
The six steps explained.

We hope you enjoy this Key Insights webinar and we look forward to seeing you at future webinars.

About the Speaker

Professor Malcolm McDonald Professor of Marketing, Cranfield University School of Management

Until 2003, Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has a Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc.

He spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia.

He has written forty-six books, including the best seller "Marketing Plans; how to prepare them; how to use them", which has sold over half a million copies worldwide. Hundreds of his papers have been published.

Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. He is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.