Elevating Customer Value Management: A Strategic Imperative for B2B SaaS Executives
Karen Chiang is a Chief Value Officer at Ibbaka. Connect with her on LinkedIn.
As we navigate 2025, the accelerating pace of innovation demands that B2B SaaS leaders rethink how to deliver and quantify value. At Ibbaka, we’ve seen firsthand how Customer Value Management (CVM) has evolved from a niche discipline to a core strategic capability — separating the market leaders from its competitors struggling to articulate their worth.
Why Customer Value Management is a Requirement
In our December 2024 PeakSpan Master Class, we emphasized the importance of creating a customer value journey map. This exercise has proven to be a cornerstone for companies seeking to align their offerings with client needs and expectations.
The single most impactful action towards good customer value management is to map out and document your customers' value journey. This process provides invaluable insights into how your solutions contribute to your client’s success throughout the customer lifecycle. Our research revealed a critical insight: Companies that systematically map their customer value journey outperform peers in revenue growth.
Value mapping and modeling isn’t about static ROI calculators but dynamic models that:
Capture evolving client needs across the customer journey
Identify hidden value drivers through collaborative discovery
Align product packaging with measurable economic outcomes
From C-level executives to revenue operation teams, this means shifting from reactive value reporting to proactive value creation, communication, and delivery.
Evolving from Consulting to Software-Driven Solutions
At Ibbaka, we've undergone a significant transformation, pivoting from our consulting roots to embrace our identity as a software company. This shift reflects a broader trend in the B2B SaaS space, where the focus is increasingly on empowering clients through robust, user-centric software solutions.
Introducing Ibbaka’s Customer Value Management - Foundation Edition: What Changes Now
Launched on January 14, 2025, our platform tackles three persistent Customer Value Management challenges:
The New Rules of Value Leadership
Embed value in every team’s DNA
Product teams: Build value-tracking instrumentation into features
Sales: Replace generic ROI tools with industry-specific value models
Customer Success: Shift from adoption metrics to value realization KPIs
Treat value as a living system
Our best customers have value conversations with their prospects and customers throughout their journey with them.Measure what matters
Value to Customer (V2C): The total value a customer receives from a product or service.
Value Attainment Score (VAS): Composite metric of economic outcomes
Time-to-Value (TTV): From implementation to first measurable impact
Value Variance: Gap between projected vs. actual outcomes
Your 2025 CVM Action Plan
Conduct a value maturity audit using the value cycle as a framework
Pilot Ibbaka’s value model generated for your company with 3-5 strategic accounts
Establish cross-functional value tiger teams to break down silos
The companies winning in this new era aren’t just selling software—they’re architecting value ecosystems. As Stephan Liozu shared in one of our discussions, “The CVO role is becoming the connective tissue between innovation, monetization, and customer success.” Customer value management falls under the mandate of the CVO.
I invite you to connect with me. Stay informed about the latest developments in Customer Value Management (CVM) by subscribing to our customer value & pricing brief newsletter. This valuable resource will provide regular insights and updates to enhance your understanding of value strategy in the B2B SaaS landscape.
