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The Concept of Value and B2B Value Propositions

This course will be delivered remotely.  The course may be taken individually or as part of the B2B Mastery Track™ Series.  Register on this page for the individual course or click here to register for the full B2B Marketing Mastery Track.


Over decades of work with ISBM member firms, we have seen the powerful effect on sales uptake, profitability, customer connection, and marketing effectiveness that can come from disciplined and precise development of “Winning” Customer Value Propositions. Built on proven frameworks, and insight from many cases, this course teaches a proven approach to enabling the creation of Customer Value Propositions that “Win” in today’s competitive B2B marketplace.


  • This course is designed to provide practical working know-how for B2B marketing and sales professionals, communications professionals, and anyone whose career would be advanced by becoming more precise, efficient, and effective in persuasive activity.


The course will be taught using video conferencing in two, 4-hour modules. It is designed to be highly interactive and will be most effective with teams bringing a new offering, concept, or business example to be used “live” as part of the instruction. Real examples from B2B marketing practice will be used to illustrate use of the frameworks, tools, and concepts introduced.


At the end of this session, successful students will be able to:

  • Teach and lead discussions on the concept, language and elements of “Customer Value,” and “Winning Customer Value Propositions.”
  • Use visual tools to explain elements of value in business markets, and how they work together, from both the sellers and the customer’s point of view.
  • Be able to deploy a powerful and proven Value Proposition Framework, as well as coach its use  – line by line – with their teams in developing value propositions.
  • Learn the important focus points critical to moving beyond “Selling Propositions,” to immersion in the customer perspective in building focused “Winning Value Propositions.”
  • Cite and use real B2B examples to explain what characterizes a “Winning” and effective value proposition, from those that are unfocused, do not reflect the customer point of view, and potentially confuse the customer.
  • Be able to apply the concepts learned across a broad variety of situations including new offerings, sales situations, internal and external communications, and even in “tuning” students own resumes. (An exercise which will be part of the course.)
  • Know where to go for more information or assistance in managing customer value.


An overview of key concepts and definitions of Customer Value: Customer Specific, Measured in Currency, Compared to the Best Alternative.

Details of the ISBM graphic framework and “value taxonomy” for use in explaining, decision-making, pricing, and explaining value relationships.

An introduction to the key concept of “Winning Customer Value Proposition” its origins, use in the more effective communications, sales and marketing, and importance in today’s markets.

A detailed, step-by-step introduction to a proven, powerful, framework for building a “Winning Customer Value Proposition,” along with a set of tools to help in each step of development.

Cases and examples (some solicited from the class) illustrating use of the framework and tools in real business-to-business situations.

“Go forward” instructions on using concepts and tools introduced in the course in practice, along with “Tips, Trap, and “Tricks” taken from real B2B situations.…


  • This Course is offered as part of our B2B Mastery Track
  • Individual Course Registration Rate:  $1200.00
  • Individual Course Registration Non-Member Rate:  $1500.00


Ralph Oliva

Dr. Ralph A. Oliva, Emeritus Professor of Marketing, Smeal College of Business, Penn State; former Executive Director and Faculty Lead, ISBM. Former Vice President of Market Communications and Design, Texas Instruments. Dr. Oliva brings over 50 years of experience in B2B marketing practice and has received12 awards for teaching excellence from his students in the second year of the MBA program at Penn State. He has taught, coached and consulted on value-based B2B marketing extensively around the world for ISBM member firms.

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Sorry, Event Expired When you click REGISTER, you will have the options to pay directly by Paypal or Credit Card or choose to be invoiced or use educational credits.

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