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Webinar

Holistic Value Defense: Research Journey Insights

The rapidly evolving technology landscape demands a new approach to defining, communicating, and defending value across the entire customer journey. Companies are actively seeking ways to strengthen their strategy by aligning marketing, sales, delivery, and success teams to showcase and sustain measurable customer impact. Our in-depth, Holistic Value Defense Research Journey is exploring these critical questions through a series of deep interviews with TSIA members and broader market surveys.

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August 13, 2025

11:00 AM

Pacific Time

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August 13, 2025
|
11:00 AM
Pacific Time

Overview

Challenges

This webinar will unveil key findings from our ongoing research, highlighting universal challenges and emerging best practices in value defense. We'll explore the pervasive struggles companies face in precisely quantifying value beyond operational metrics, the strong desire to shift towards outcome-based, service-led approaches, and the critical role of the human element as an effective tool for value realization. We will also address persistent data access and system integration challenges, the uneven but emerging involvement of marketing in early value definition, and the significant investment in AI for future value defense.

Summary

Learn how leading tech organizations are redefining value across the customer journey—using AI, cross-functional alignment, and outcome-led strategies to quantify and defend customer impact.

Key takeaways

Discover strategies for shifting from product-centric models to outcome-based, service-led approaches that improve value quantification and communication. Learn best practices for breaking down silos and fostering alignment among Marketing, Sales, Customer Success, and Product teams to achieve shared customer value goals. Gain insights into leveraging AI and the human element to automate insights, enhance value realization, and strengthen customer conversations.

Quantifying Customer Business Outcomes

Companies universally struggle with precisely measuring customer business outcomes (e.g., direct revenue increase, true cost savings) and proving direct causation of their services, often resorting to anecdotal evidence or internal metrics.

Cross-Functional Alignment and Incentives

Achieving consistent alignment on customer value goals and shared KPIs across functions like Marketing, Sales, Customer Success, and Product Management remains a significant challenge, often exacerbated by misaligned internal incentives and organizational silos.

Data Access and System Integration

A pervasive challenge is the inability to seamlessly access, consolidate, and integrate diverse data sources (both internal telemetry and customer-provided business data) to create unified, real-time dashboards or comprehensive customer health scores.

Webinar speakers

Hal Stanley

VP, Offering Management Research and Advisory, TSIA

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