Value models are a far more powerful frame for customer value management than ROI calculators. Companies that need to communicate value to buyers and document value for customers need a value model and the ability to communicate value in value stories.

Total Cost of Ownership (TCO), Return on Investment (ROI) and Value are ll used in price setting an justification. How are these related? Which approach works best? A value model is at the heart of a successful value program and critical to managing churn.