One thing that emerged in my discussions with more than 70+ companies in the last 2 months is that we are missing one big thing in our value proposition to the Global Capability Centers is the value differentiator. I kept looking for the main reason behind the lack of “value differentiation”. Finally, I found out the root cause.
The root cause is that go-to-market leaders have heard about the GCC segment, want to take the benefits of the GCC wave. They want to milk it but do not understand that they need to find the value proposition/differentiation to pitch and prospect.
Most of the companies do not have the exercise of value proposition conducted and do not plan to do so either. That is the SAD SAD situation of the industry.
It is not only small and mid-size vendors (to the GCCs) conducting this heinous task of undermining the effort to work hard on this…..but i know a few enterprise or GCCs themselves who are assigning it to the a sales person to initiate, own the entire responsibility of the GTM to the GCCs.
Vendors, your Value Prop is similar to my photo in this newsletter. It looks good but is irrelevant to the topic. Do you disagree with me ? Write to me.
In our last GCC Masterclass, we did ask every company to write their USP to the GCCs, i am NOT proud to say that number of attendees with the USP (clear or vague) were zero.
A big 0.
It does not motivate me to build better sales intelligence on these GCCs. But then, as a warrior stands up after unwinding on the weekends, so did I rise to the occasion.
