Value Selling to Value Realization: Driving the End-to-End Customer Journey

Many traditional software vendors who, like Citrix, are transforming their business towards a subscription/XaaS model, have understood the benefits of defining business value up front when landing new customers, thereby shifting away from a solely cost-based discussion. However, this is not enough - in a subscription world, landing an account is just the beginning. The question we need to ask is: How do we become stewards of value all the way through the customer journey, to where a true business impact can be realized? At Citrix, we have begun to pilot a phased value journey with our customers: Define value (and plan how it will be delivered) Deliver value (using the full power of Customer Success to deliver on what was promised) Measure value (to see if they are getting the expected value, and identify gaps or expansion opportunities) In this session, we will discuss how we are developing the capabilities needed for each of these phases, and we will show how this new approach is allowing us to better fulfill our value promise to our customers.