What’s a Customer Value Manager and why you need one

Amar Dhaliwal is a Director and Co-founder at Ibbaka. Connect on LinkedIn

In today’s competitive B2B SaaS landscape, companies are constantly seeking ways to differentiate themselves and build long-term relationships with their customers. While many have focused on customer success, pricing strategies, and product innovation, a new role is required that ties all of these elements together: the Customer Value Manager (CVM). I propose that this is the next must-have function for B2B SaaS companies, as it focuses on one of the most critical aspects of business growth—delivering and measuring customer value throughout the entire lifecycle.

What is a Customer Value Manager?

A Customer Value Manager is responsible for ensuring that customers not only understand the value they are receiving from a product but also experience measurable outcomes that align with their business goals. This role goes beyond traditional customer success by actively managing the perception, realization, and communication of value at every stage of the customer journey—from onboarding to renewal and expansion.

The CVM works closely with sales, marketing, product development, and pricing teams to ensure that the value delivered by the product is clearly communicated and aligned with the pricing structure. By doing so, they help SaaS companies achieve stronger customer retention rates, higher lifetime value, and more opportunities for upselling and cross-selling.

Why B2B SaaS Companies Need a Customer Value Manager

1. Maximizing Customer Lifetime Value (CLTV)

• In SaaS businesses, customer retention is key to profitability. A CVM ensures that customers consistently see the value in their subscription by tracking key performance indicators (KPIs) related to usage, satisfaction, and ROI. This proactive approach helps reduce churn and increases CLTV by keeping customers engaged and satisfied over time.

2. Aligning Pricing with Perceived Value

• One of the biggest challenges for SaaS companies is ensuring that their pricing models reflect the actual value delivered to customers. The CVM collaborates with pricing teams to adjust pricing strategies based on real-world usage data and customer feedback. This alignment helps avoid underpricing or overpricing while ensuring that customers feel they are getting their money’s worth.

3. Driving Account Expansion

• By continuously tracking how well a product meets customer needs, CVMs can identify opportunities for account expansion. Whether it’s through upselling additional features or cross-selling complementary products, CVMs play a crucial role in driving revenue growth by highlighting areas where more value can be delivered.

4. Improving Competitive Advantage

• In a crowded SaaS market where many products offer similar features, differentiation often comes down to how well you can communicate and deliver value. A CVM helps position your company as a trusted partner by focusing on outcomes rather than just features or price. This gives your company a competitive edge by building deeper relationships with customers who see your product as integral to their success.

5. Cross-Functional Collaboration

• The CVM acts as a bridge between various departments—sales, marketing, product management, and customer success—ensuring that everyone is aligned around delivering measurable value to customers. This holistic approach ensures that all touchpoints in the customer journey contribute to reinforcing the value proposition.

Who Should a Customer Value Manager Report to?

The reporting structure for a Customer Value Manager (CVM) will vary depending on the organization’s priorities and structure. Some common reporting lines for B2B SaaS companies could be:

1. Chief Marketing Officer (CMO)
   In organizations where customer value is closely tied to marketing initiatives, the CVM may report to the CMO. This alignment helps ensure that value propositions are communicated effectively through marketing strategies and campaigns.

2. Chief Commercial Officer (CCO)
   When customer value management intersects with sales, product development, and customer service, reporting to the CCO ensures that value insights are integrated across all commercial activities, driving holistic business growth.

3. Chief Customer Officer (CCO)
   In companies with a strong focus on customer-centricity, the CVM may report to the CCO. This setup allows for a seamless integration of customer success, marketing, and customer engagement strategies under one leadership umbrella.

4. Product Management
   In organizations where product innovation is central to delivering customer value, the CVM may report to the product management team. This ensures that product development aligns with evolving customer needs and value expectations.

5. CEO or Board
   In companies that place a high priority on customer-centric strategies, the CVM may report directly to the CEO or have board-level representation. This underscores the strategic importance of customer value in shaping overall business direction.

The ideal reporting structure depends on how central customer value is to the company’s strategy and which department plays the most critical role in delivering that value.

The Path Toward a Chief Customer Value Officer

As more companies recognize the importance of managing customer value strategically, it’s not hard to imagine that one day we will see the rise of a Chief Customer Value Officer (CCVO) in B2B SaaS organizations. Just as Chief Customer Officers (CCOs) have emerged to oversee customer experience and success at an executive level, CCVOs will be responsible for ensuring that every aspect of the business—from product development to sales—is focused on ensuring that value delivery is a key part of the company’s DNA, driving sustainable growth through long-term customer relationships.

The Customer Value Manager - It’s Time

The Customer Value Manager is more than just an evolution of traditional roles like Customer Success Managers or Account Managers; it’s a strategic function designed to ensure that customers consistently realize measurable value from their investment in your SaaS product. By aligning pricing with outcomes, driving account expansion opportunities, and fostering cross-functional collaboration, CVMs are set to become indispensable in B2B SaaS companies.

As this role continues to grow in importance, it’s likely we’ll see even greater emphasis on customer value at an executive level—perhaps even leading to the creation of Chief Customer Value Officers who will shape the future of how businesses interact with their customers.

For any B2B SaaS company looking to stay competitive in today’s market, investing in a Customer Value Manager is not just an option—it’s a necessity for long-term success.

At Ibbaka we digitize the process of value engineering helping our customers communicate value, price smarter, and sell better.