VQ - Insights

Review your VQ Score Insights Report

Quick Context

Congratulations! Your VQ Score is the result of hundreds of real-world iterations to overcome the complexity-barrier that prevents innovators and executives from better understanding and communicating their Most Compelling Value (MCV).

Below is guidance for each section of the VQ Score Insights Report … starting at the top and working down.

The order is the result of hundreds of team sessions … and designed to facilitate a productive flow for you and your team to thoughtfully consider and discuss each insight-section.

  • What is this telling us?

  • Does it look correct?

  • Should we adjust some of our ratings?

  • Have we been effectively communicating our MCV?

  • Have we been actually delivering our MCV?

  • and more

DO NOT just scroll through the report … yes, it may seem simple … but it asking you if you truly understand, communicate and deliver your Most Compelling Value (MCV).

At a minimum, it will increase confidence in your existing approach.

Most likely, it will reveal issues + opportunities that will quickly result in significant and measurable improvements.

  1. shorter sales cycles / higher conversion rates

  2. increased net-new revenue

  3. reduced revenue churn

  4. increased revenue expansion

  5. higher ACV’s and ASP’s

  6. accelerated ROI and ROV

  7. improved team alignment and morale

  8. and many other critical business metrics

VQ Score - Insights Guide

1. Top Bar - Your VQ Score

VQ Score


1.1 : Your VQ Score is a consistent measurement of your Most Compelling Value (MCV).

1.2 : It is the result of how you rated your TOP 5 Capabilities value-impact and value-timing for your customers' TOP 2 Priorities.

1.3 : While this VQ Score is most important to prospects … the VQ Score Forecast section reflects any variations in your Value Timing ratings.

VQ Score Levels

1.4 : Your VQ Score will remain pinned to the header as you scroll the Insights Report, for easy reference.

1.5 : The next section shows your VQ Score within the four (4) VQ Levels that ultimately determine the outcomes of your Most Compelling Value (MCV).


2. VQ Score Levels

VQ Score Example


2.1 : This section displays where your VQ Score lands amongst the four (4) VQ Levels that ultimately determine the outcomes of your Most Compelling Value (MCV).

2.2 : Your VQ Score reflects the Value Impact that credibly occurs within the first 30-days … as this is what prospects will associate the most value with and assign the most value to.

2.3 : See the VQ Score Forecast section further below, for the full picture of how your VQ Score will change over time.

2.4 : The higher your VQ Score the more compelling your value is to prospects and customers.

2.5 : Important: Carefully consider the Use Case your VQ Score represents. Click here to learn more about Use Cases.

Important Questions to Answer

Q1: If it was a challenge to select your customers TOP 2 Priorities and/or your TOP 5 Capabilities, why is that?

Q2: Did completing Steps 1, 2 and 3 already highlight clear opportunities for improvement?


3. VQ Score Overview

VQ Score Overview


3.1 : This provides row and column totals to understand where your VQ Score is coming from.

Important Questions to Answer

Q1: Do the totals confirm what you selected as Priority #1?

Q2: Are these really your TOP 5 Capabilities?


4. Highest Ratings

VQ Score Highest Ratings


4.1 : Visually, this helps you efficiently review and confirm where your most meaningful value is coming from.

Important Questions to Answer

Q1: Today, how well are you communicating your Value Impact and Value Timing to both prospects and customers?

Q2: Do all team-members understand how their individual roles contribute to delivering this value?

Q3: Are you actually delivering this value … and how do you know (validate that)?

Q4: If asked, would your customers agree with these Value Impact and Value Timing ratings?


5. Your "3" Ratings

VQ Score 3 Ratings


5.1 : It is common for "3" ratings to be modified up or down.

5.2 : A Value Impact rating of "3" is appropriate, when you are unsure or know you cannot make a credible and convincing case for a capability to deliver a significant and obvious impact to the customers' top priorities.

Important Questions to Answer

Q1: Did you rate a capability as a "3", that you really could make a case for it being a "5"?

e.g., This capability actually delivers meaningful impact faster and should be a "5".

Q2: Should one or more of your "3" ratings actually be a "1" or a "0"?

e.g., Hey Fred, there is no way this capability delivers meaningful impact in less than 3-months, that needs to change to a "1".


6. Your "0" and "1" Ratings

VQ Score 0 and 1 Ratings


6.1 : This shows you the most significant opportunities to improve your VQ Score.

6.2 : If you assign a Value Impact rating of "0", by default that capability will also have a Value Timing Rating of "0" for that Priority.

6.3 : If a capability has no Value Impact … logic requires that capability must also have a Value Timing rating of "0".

6.4 : It is true that a capability may have a zero "0" Value Impact rating for one Priority, but not for the other Priority.

Important Questions to Answer

Q1: Did you rate a capability as a "0" or "1", that you really could make a case for it being a "3" or "5"?

e.g., No, this capability really should indeed have a Value Timing rating of zero "0" (impact is 6+ months out), until we can validate otherwise.

Q2: Do the number of "0's" and "1's" we see, suggest we should select different capabilities or priorities?

e.g., While we thought these are the TOP 5 Capabilities, this highlights we should evaluate other capabilities and see how that may improve our VQ Score (increase our Most Compelling Value - MCV).

Q3: What is the context or use-case these capabilities represent?

e.g., Should we include capabilities on the roadmap -or- should we generate a VQ Score specific to a segment, persona or deal?


7. Your Capabilities Ranked

VQ Score - Capabilities Ranked


7.1 : Visually, this sorts your Most Compelling Value (MCV) with the most compelling on top and so on to least compelling on bottom.

7.2 : This view is often eye-opening and surprising … as it can differ from expectations or how your company has historically talked about your value.

Important Questions to Answer

Q1: If this is different than how you think of the value of your capabilities, why is that?

e.g., Because we are thinking of this within the context of our customers' TOP 2 Priorities, that really changes how we should be communicating the value we offer and the timeline around when they can expect a meaningful impact (this could be more value earlier -or- more value, but later).

Q2: Would your customers (and which customers) rank your capabilities in the same order?

e.g., This is really different than what we heard from Company A, we should validate this across more customers.


8. Perfect Ratings : )

VQ Score - Perfect Ratings


8.1 : If you have one or more capabilities that received a "5" rating for both Value Impact and Value Timing … and also for both TOP Priorities … those are Perfect Ratings.

8.2 : Perfect Ratings represent your most impactful and fastest time-to-impact capabilities … these really are your Most Compelling Value … and you really need to make sure you are communicating and delivering these exceptionally well.

Important Questions to Answer

Q1: If you have any capabilities with a Perfect Rating, how well are you communicating that to prospects and customers?

Q2: What tools, collateral, visuals and language are you using today … and can it be improved?

Q3: Do you really (and consistently) deliver the meaningful value impact these capabilities offer in less than 1-month?


9. Capability Contribution

VQ Score - Capability Contribution


9.1 : This provides another helpful view, which consistently sparks additional discussion in team-sessions.

9.2 : It clearly highlights how each Capability contributes to each each Priority.

Important Questions to Answer

Q1: Is Value Impact or Value Timing having an outsized effect on a given Capability's contribution to our VQ Score?

Q2: How does each Capability stack-up next to each other … and why?


10. MCV Heat Map Example

MCV Example


10.1 : This provides an example of how Capabilities will be displayed in the next two (2) sections.

10.2 : The next two (2) sections make your Most Compelling Value (MCV) crystal clear.


11. Your Most Compelling Value for Priority #1

MCV - Heatmap 1


11.1 : These MCV Heat Maps really drive home the Value Story you can tell prospects and you should be validating with customers.

11.2 : In hundreds of team-sessions, these are where some of the most productive conversations happen.

11.3 : In the above example, a customer with a TOP Priority of Growing Market Share can expect a steady cadence of high impact to their ability to Grow Market Share.

11.4 : You will also see how the above play-out in the VQ Forecast section coming up further below.

MCV - Heatmap 1a

11.5 : The above example, shows that one (1) capability was rated as zero "0" (No Value Impact) for the first Top Priority.


12. Your Most Compelling Value for Priority #2

MCV - Heatmap 2


12.1 : The above example for Priority #2, really highlights three (3) Capabilities that must be exceptionally well communicated and delivered.

MCV - Heatmap 2a

12.2 : Above is another example for Priority #2, which is just clear picture of the truth about your TOP 5 Capabilities.


13. VQ Forecast

VQ Score Forecast 1


13.1 : In the above example, this co.'s VQ Score is 78.

13.2 : A company's VQ Score represents the scope of Value Impact within the first 1-month.

13.3 : Depending on the Value Timing ratings selected, the scope of Value Impact may increase over time.

13.4 : If a customer remains and the seller follows-through with delivering the scope of Value Impact over time … the VQ Score improves over-time to reflect the increasing MCV.

13.5 : Thus, we can extrapolate a VQ Score Forecast based on the Value Timing ratings selected.

13.6 : Further below are more examples of current VQ Scores / VQ Score Forecasts from the real-world.

Important Questions to Answer

Q1: Do you communicate how the scope of the value you deliver, that helps customers achieve their priorities, changes over time?

Q2: What are you doing to validate and ensure that timing of Value Impact unfolds as you communicate and expect?

More VQ Forecast Examples

VQ Score Forecast 2

  • The above VQ Score is for a very early start-up.

  • After generating their VQ Score as a team, they spent a weekend offsite to re-evaluate their roadmap.

VQ Score Forecast 3

  • The above VQ Score is for an enterprise software solution.

  • It requires up to 6-months to fully deploy / deliver its Most Compelling Value (MCV).

VQ Score Forecast 4

  • The above VQ Score is for an Industrial Internet of Things solution.

  • It delivers both hardware and software.

  • While there is room for improvement, this company does $500MM + in annual revenue.

  • It's growth has slowed and their VQ Score has compelled them to increase their roadmap risk-threshold.

VQ Score Forecast 5

  • The above VQ Score is for an SDR Sales Orchestration Platform, now in its 4th year.

  • They are aggressively pushing themselves to shorten their Value Timing.

  • They have already made meaningful progress based on real-world validation with 22 customers.

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