Command of the Message: Key Concepts

Command of the Message (CoM) is a B2B sales methodology that is based on messaging around what the customer values. It is used by many successful sales organizations at companies such as GitLab and MongoDB. Command of the Message is a sales messaging framework designed to help B2B organizations articulate the value of their offerings in a way that resonates with customers, differentiates from competitors, and aligns with buyer needs.

Context

Command of the Message was created by the company Force Management. Force Management was founded by John Kaplan and Grant Wilson in Charlotte, North Carolina in 2003.

Goal

The goal of Command of the Message is to keep sellers focused on what the customer values instead of on product features. Thus the customer can appreciate the full value (and price) of your solution.

Concepts

The key concepts of Command of the Message are:

* Current State

* Negative Consequences

* Future State

* Positive Business Outcomes

* Value Drivers

* Required Capabilities

* Metrics

* Differentiators

* Proof Points

* The Mantra

Current State

The current state is the overall condition and challenges of the prospect’s business. The challenges create negative consequences for the business.

Negative Consequences

The negative consequences are undesired outcomes of the current state of the prospect’s business. Negative consequences may persist or worsen if nothing is done to alleviate them.

Future State

The future state is the ideal condition of the prospect’s business. The description of the future state may be abstract and intangible. The future state is made clear through concrete and tangible “positive business outcomes.”

Positive Business Outcomes

Positive business outcomes (PBOs) are the specific, measurable benefits that result from achieving the desired future state.  Metrics must be connected in order for the PBOs to be measurable. “Value drivers” lead to positive business outcomes.

Value Drivers

Value drivers describe what a prospect’s business is likely proactively looking for or needing. Value drivers are top-of-mind for the prospect, even if they are unaware of your solution. Value drivers may cause buyers to reallocate discretionary funds. Value drivers support a value-based customer conversation. Businesses adopt and implement your solution for its value drivers.

Some sample value drivers are:

* Increase [such and such]

* Deliver [such and such]

* Reduce [such and such]

* Accelerate [such and such]

Required Capabilities

Required capabilities are what the prospect’s business must be able to do to achieve the value drivers and/or positive business outcomes. You, the seller, should try to influence the prospect to incorporate your solution’s differentiators into their list of required capabilities. Thus a trap is set for competitors and your solution is more likely to be the top choice.

Metrics

Metrics are numbers that demonstrate your solution’s value. Metrics must be connected with positive business outcomes. There are economic metrics and technical metrics. Economic metrics align with one or more of the prospect’s value drivers. Technical metrics highlight measurable results that prove your solution’s capabilities. For each of your solution’s value drivers, list out the associated metrics.

Differentiators

Differentiators are capabilities that are unique to your solution or that your solution does better than the competition. Your solution may, for example, have a list of 10-12 differentiators using short phrases; and each differentiator may have 3-4 bullet points of explanation.

Proof Points

Proof points are customer references and case studies. These are real-world success stories or use cases that show your solution has delivered similar outcomes for others. Proof points increase your credibility with the prospect.

For each proof point, list the following:

* Company Name

* Problem (the company’s problem)

* Solution (the products and services bought)

* Result (heavy on metrics)

* Value Drivers (relevant to this case’s solution)

* Differentiators (relevant to this case’s solution)

The Mantra

The "mantra” is a customized, concise summary of what the prospect has shared; it highlights their current state, positive business outcomes, and required capabilities. The mantra should be refined over the sales process with the prospect; it can be updated after any communication with the prospect; it should be updated if new or updated information comes to light regarding the current state, positive business outcomes, or required capabilities.

Summary

Command of the Message is a customer value-based sales methodology. It focuses on the current state of the prospect’s business, the desired positive business outcomes, and the required capabilities to achieve those outcomes. CoM uses value drivers and metrics to mold and shape the prospect’s definition of their positive business outcomes. And it uses differentiators to influence the list of required capabilities to align with your solution and to set a trap for your competitors. Command of the Message is a customer value messaging framework that connects customer requirements with your solution’s set of features and differentiators.

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