At Z2M4, we specialize in value based marketing for high technology companies.
Our emphasis on value is motivated by the following issues with marketing in many technology companies:
- Humdrum, feature-oriented, speeds-and-feeds product messaging or uncorroborated benefit-oriented messaging
- Cost-plus or competition based pricing that (routinely) leaves money on the table
- Market segmentation that glosses over key differences in customer requirements and willingness-to-pay
Our value is delivered through three service areas:
Sales Enablement
We develop economic value models of your offering that convey compelling value to your customers and ecosystem. These models are used to attract the right customers, shorten the sales cycle, increase the win rate, and reduce discounting.
Competitive Positioning
We discover and analyze customer value, competitor value claims, customer perceptions, and customer requirements of the market to deliver clear segmentation, competitive positioning, and messaging. Our approach allows you to focus on the sweet spots in the market with compelling messaging resulting in greater operational efficiency and higher win rates.
Price Improvement
Our techniques to deliver price improvement range from corporate strategy review to granular analysis of transaction data. We make recommendations on pricing strategy, bundling, list price, discounts, and negotiation tactics. The result is profit improvements in excess of 10%.
