Speed to Ultimate Value: Fueling Every Step of the Customer Journey

In Speed to Value: Hit the Gas and Keep it There, I argued that speed to value isn’t just a metric—it’s a mindset. It’s about eliminating friction, acting decisively, and ensuring your customers feel the benefit of working with you as soon as possible. But too often, the conversation about speed to value starts at the wrong point: post-contract delivery. While that’s critical, it’s only part of the story.

The reality is speed to value starts long before the ink on a contract dries. It begins with the first spark of brand awareness, threads seamlessly through your sales process, and continues post-contract as you deliver, implement, and support. This isn’t just about onboarding efficiently; it’s about building momentum and fueling your customer’s journey toward the ultimate value you provide. Every touchpoint—emails, demos, meetings—should accelerate their path to success.

Today, I want to push this concept further and introduce Speed to Ultimate Value. This is about seeing every phase of your customer’s journey as an opportunity to add exponential value. By challenging the outdated view that speed to value is strictly post-contract, we’ll explore how embedding value at every stage transforms how you engage with customers—helping them reach their goals faster and with greater impact.

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1. It Starts Before They Know Your Name: Brand Awareness as Fuel

Your customer’s journey to ultimate value begins before they even know who you are. From the first blog post they read to the word-of-mouth recommendation they hear, your brand is already at work.

• Make every touchpoint count. Your content—whether blogs, webinars, or case studies—should ignite value from the start.
• Build trust early. By educating, solving small pain points, or sharing actionable insights, you deliver value before a conversation even begins.
• Anchor them in your vision. Your solution isn’t just useful—it’s necessary. Make that clear from the outset.

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2. Sales as the Ultimate Enabler: Passing the Baton

When prospects engage with your sales team, they’re assessing the time, effort, and risk required to unlock your solution’s value. Your sales process should enable their progress at every step.

• Remove friction. Help them navigate approvals, align stakeholders, and clarify ROI with ease.
• Be more than a closer. Every interaction—demos, calls, insights—should add value, not just nudge them to sign.
• Lay the groundwork. A great sales process builds momentum that carries seamlessly into contracting and onboarding.

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3. The Momentum Continues: Contracting Done Right

Contracting can feel like a bottleneck, but it doesn’t have to be. With a speed-to-value mindset, it becomes an opportunity to reinforce momentum.

• Simplify the process. Avoid complex contracts that stall progress. Keep it clear and aligned with expectations.
• Reaffirm their decision. Use this stage to highlight the value you’ll deliver. Keep the excitement alive.

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4. Post-Signature Power Moves: The First Two Minutes Matter

The moment a contract is signed, excitement peaks. Don’t let momentum stall here—capitalize on it immediately.

• Act quickly. Send a personalized follow-up outlining next steps to show they’re a priority.
• Set the tone. Make it clear this is the start of a transformative journey, not just another transaction.

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5. The Real Work Begins: Onboarding and Beyond

Onboarding isn’t just about familiarization—it’s about accelerating momentum and reinforcing value.

• Stay laser-focused. Tailor the process to their goals and priorities.
• Keep delivering value. Share updates, insights, and benchmarks that remind them of the impact you’re making.
• Stay dynamic. Adapt to their needs and adjust as necessary to keep progress on track.

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6. Deliver, Measure, and Sustain: The Long Game

Delivery isn’t the end—it’s your chance to validate and sustain the value you’ve promised.

• Show the results. Use clear metrics and outcomes to demonstrate ROI.
• Empower independence. Give them tools and processes to thrive beyond your direct engagement.

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The Big Picture: Why Speed to Ultimate Value Matters

Every day your ideal customer isn’t using your solution is a day they’re underperforming. Your belief in the transformative power of your offering should drive every interaction. Each blog post, sales conversation, and milestone delivered is fuel for getting them to the ultimate value they need—faster and more effectively than they expected.

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Final Thoughts: Be the Catalyst

Speed to Ultimate Value isn’t about cutting corners or rushing results—it’s about maximizing impact at every step of the journey. When you embrace this mindset, you’re not just a vendor or a partner—you’re the catalyst for your customer’s success.

From the Reliable Rogue Blog: https://reliablerogue.com/2024/12/18/speed-to-ultimate-value-fueling-every-step-of-the-customer-journey/