Revenue and sales
The value proposition is the reason a customer picks one offer over another, put in terms that customer recognises as their own.
Enrico Giubertoni folds into it the way a company makes itself reachable: how easily it handles a request that arrives through a digital channel is part of what the customer is buying, and it gets judged alongside the product.
An example
Two machinery suppliers offer the same model at the same price. The first answers the web form within twenty-four hours with a readable quote, the second calls a week later and asks for details already submitted. The perceived value proposition already differs, and neither has said a word about technical specifications yet.
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