Not all B2B value props are created equal—the highest-quality value propositions directly help companies generate revenue. Lower down are value propositions that help companies save costs, and at the bottom are value propositions that offer time or resource savings. Within a company, it is usually possible to pay to get more time or resources. However, turning time savings directly into revenue opportunities is often impossible.
Aim to build a value prop of as high quality as possible. It’s not always possible to tie your product to revenue generation. Still, you should at least aim to concentrate time savings into money saved, usually by focusing on automating entire workflows or job functions rather than incremental efficiency gains.
Watch out for value propositions not anchored in saving time, money, or making money. These vague value props often sound enticing, but they leverage shorthands such as “being essential” or “being a one-stop shop” to obscure where the value lies. They are often used to camouflage that no tangible value is delivered.
Look for opportunities where problem spaces increase in value proposition quality over time. A few years back, SOC2 compliance certification shifted up the hierarchy once many companies began requiring it from their vendors. This elevated SOC2 from a cost/compliance issue into a sales revenue enabler. Companies like Vanta and Drata recognized this up-leveling and enabled rapid SOC2 certification as a service. Identifying similar evolutions and enabling value at the next quality tier often unlocks new growth.