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VALUE COMMUNICATION —

Get your stakeholders’ attention by proving and communicating marketing’s total impact to business

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VALUE COMMUNICATION

We know you and your team are doing excellent work. The challenge is ensuring that impact isn't lost in translation.

Based on our experience and research, we see that only about 25-50% of marketing's total value is communicated in complex B2B industries. The rest is lost in bad metrics, unclear goals, and "data-heavy" reporting that stakeholders don't understand.

You’re frustrated with not being able to prove the total value. You want to strengthen marketing's role in your organization, get the stakeholders' attention, and improve performance. We're here to help you.

From reporting to value storytelling and value clarity —

Why leaders start here

Most of our clients choose to start this phase because they recognize one or more of these challenges:

You are tired of talking about marketing activities and want to focus on business outcomes.

You need to defend or increase the budget. You might lack a strong business case to show the CFO that cutting marketing hurts the bottom line.

Your reports are full of numbers, but they don't tell a story.

You want total visibility and to measure the total marketing value (direct + indirect), not just what can be tracked in a CRM.

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Reporting looks backwards. Value communication looks forward

Most marketing teams report on activity. World-class functions communicate value.

To fix this, we help you uncover the hidden value levers that traditional attribution models miss. The goal is to reach a state of ‘Alignment on outcomes, ownership of tactics’. This clarity builds trust: Your stakeholders trust you to deliver the results, giving you the freedom to choose the tactics.

pattern-circle pattern-dot Kuvaus 8.4.2021 Roosa Toivo-1

The Framework: The 4 Dimensions of Proving Marketing Value in Complex B2B Industries

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OPAS

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OPAS

Account based -markkinoinnin aloittaminen

Pohditko, miten lähteä liikkeelle strategisen ABM:n toteuttamisessa? Materiaalimme opastaa sinut vaihe vaihteelta onnistuneen account based -markkinoinnin suunnitelman rakentamiseen. Luo suunnitelma, joka sitouttaa myös myynnin ABM:n toteuttamiseen!

LATAA OPAS

We don't guess. We use the Four Dimensions of Proving Marketing Value framework to systematically build your case. This framework is based on our years of experience working with B2B marketing teams in complex industries.

To communicate the total value of your function, four key dimensions must work in harmony. If one element is broken, the story falls apart.

We diagnose your situation and focus on the areas that need the most attention.

1. The Role of Marketing

You need to know where you stand. We help you assess how the key stakeholders currently view marketing’s role. Using our 4 Situations for the B2B Marketing Internal Role framework and stakeholder mapping, we identify the gap between your current perception and your desired strategic role.

2. Goal-setting

Marketing goals must be business goals. We review your current process to ensure your objectives align directly with the company strategy. 

3. Metrics and measurement

We help you implement the OOR™ Model (Output, Outcome, Result) for your team. This framework distinguishes between simple activity and impact. 

4. Storytelling & reporting

We co-create the reporting structures you actually need, whether for the Management Team, Sales Leadership, or your internal team. You get tailored templates and the skills to narrate the story of value, ensuring every slide delivers a clear business insight.

Four Dimensions

 

What to expect —

Outcomes & benefits

The shift from 30% to 80%. Our clients typically see their ability to communicate value rise from ~30% to over 80% of their total impact.

You increase the "confidence rating" of your stakeholders. They understand what you do and trust you to deliver.

You have the data and the narrative to build a business case for increased budget or resources.

Your entire team understands how their daily work contributes to the company's bottom line.

pattern-circle pattern-dot Ability to communicate total marketing value increased 55 percentage points.

Deliverables

Every starting point is unique, so we tailor the deliverables to your specific priorities.

Roadmap & recommendations: A clear action plan to evolve your function’s role.

Tools and frameworks: We equip you with practices and frameworks designed for complex B2B. Whether it’s a new reporting playbook with custom templates for the executive board or a structured way to share insights with sales, we ensure you have the concrete tools to back up your story.

Sparring partner: Tools are useless without execution. We help you prioritize the next steps and provide the coaching you need.

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How we deliver this engagement


We work as your partner to bridge the gap between marketing and the C-suite. We combine analytical consulting with executive coaching to ensure the new story sticks.

Our approach is hands-on and collaborative, progressing week by week to ensure desired results.

Duration: Typically 2–3 months.
Sessions: We hold 5–7 working sessions with you and, depending on your structure, key team members.
Tailored approach: Based on our initial findings and the kick-off, we tailor the agendas and themes to fit your situation.

1 Diagnosis

We begin by reviewing your materials and exploring your current status across the four key dimensions.

We don't waste time on what works. Instead, we identify the specific areas preventing you from communicating your total value and tailor the program agenda accordingly.

2 Working sessions

We move into action through our 5–7 weekly sessions. We deep dive into the prioritized dimensions, whether it involves redefining your goal-setting process, implementing the OOR™ metrics model, or designing new reports.

Note: Between sessions, you and your key team members will have homework to complete. Be ready to tackle challenging questions you might usually avoid.


 

3 Roadmap

After a deep dive into each dimension, we create a detailed roadmap complete with a timetable. You gain a clear plan to deliver measurable results and improve your function's performance.

4 Implementation

Bring the roadmap to life. You continue your work with clarity. We support you and your team in managing the change for 3–6 months with advisory.

We advise you every step of the way as you present the new story to your stakeholders, ensuring the roadmap becomes reality.

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Kumppaninne markkinoinnin kehitysprojekteissa

Olemme erikoistuneet markkinointiin complex sale -ympäristössä, jossa  myyntiprosessit ovat pitkiä ja monivaiheisia. Tuomme tueksesi pitkän kokemuksemme  complex sale -ympäristön markkinoinnista sekä uusimman tutkimustiedon ja testatut toimintamallit. Yhdessä kartoittamalla löydämme markkinoinnin tärkeimmät kehityskohteet joiden ratkaisemisessa autamme tilanteeseen sopivalla tavalla. Olemme kumppaninne markkinoinnin kehitysprojekteissa tai pidemmissä yhteistöissä. Roolimme vaihtelee tarpeenne mukaan advisory-kumppanuudesta projektipäällikkö-palveluun. Tärkeintä meille on, että markkinointi tuo yrityksellenne arvoa ja kaupallisia tuloksia.

Kumppaninne markkinoinnin kehitysprojekteissa

 

Olemme erikoistuneet markkinointiin complex sale -ympäristössä, jossa  myyntiprosessit ovat pitkiä ja monivaiheisia. Tuomme tueksesi pitkän kokemuksemme  complex sale -ympäristön markkinoinnista sekä uusimman tutkimustiedon ja testatut toimintamallit. 

Yhdessä kartoittamalla löydämme markkinoinnin tärkeimmät kehityskohteet joiden ratkaisemisessa autamme tilanteeseen sopivalla tavalla. Olemme kumppaninne markkinoinnin kehitysprojekteissa tai pidemmissä yhteistöissä. Roolimme vaihtelee tarpeenne mukaan advisory-kumppanuudesta projektipäällikkö-palveluun. Tärkeintä meille on, että markkinointi tuo yrityksellenne arvoa ja kaupallisia tuloksia.

 

 

Let’s make your total marketing value visible

Do you want to hear more? Or are you ready to get started? Contact us, and let’s have a call.