Ibbaka Chief Value Officer Karen Chiang sets out the value agenda for 2025. Companies need to

1. Embed value in every team’s DNA

2. Treat value as a living system

3. Measure what matters: Value to Customer (V2C); Value Attainment Score (VAS); Time-to-Value (TTV)

Value is a tory that is told with customers across the customer journey, from pre sales through to customer success. In this post Ibbaka Chief Value Officer Karen Chiang tells the story of the Ibbaka customer value journey. She provides an approach relevant to all B2B SaaS companies. This is a follow up from Karen and Rashaqa Rahman’s PeakSpan Master Class: The Value Narrative – Integrating Value & Improving Engagement Across the Customer Lifecycle.

Karen Chiang has become the Chief Value Officer for Ibbaka. In this role she is responsible for how we deliver value to our customers around the value cycle and for ensuring we deliver a high V2C (Value to Customer) to all the companies on the Ibbaka platform.

This blog post discusses the importance of value in customer engagement and introduces the Value Cycle. It explains how value creation, communication, delivery, documentation, and capture are essential for building strong customer relationships. The post also presents a simple scorecard for evaluating a company's performance in each area of the Value Cycle.

On June 5th, Ibbaka presented at PeakSpan’s Master Class series. We explored practical steps for building a robust value model, a key tool for value-based pricing. This model, crucial for sales, customer success, and product management, helps estimate economic value. In this blog post, we elaborate on questions from the session.

Churn is the first of the six Net Revenue Retention Levers to look at. Begin by understanding the natural rate of churn for your solution. If you are above the natural rate of return, then churn is where you need to focus. Ibbaka can help you use value and pricing to reduce churn.