-- Step Change, a Sydney strategy and marketing consultancy, has won a Global Recognition Award and an Entrepreneur Award for the Value Gap Audit, the free tool it built to score how clearly a business sells its own value.
Photo Courtesy of Step Change
The Value Gap Audit reads a company's website, a few competitors, and optional marketing assets, then returns a score showing whether the business's value proposition is strong, blind, or leaking. It takes about two minutes and costs nothing to run.
The awards follow the tool's launch in July. Step Change says about 290 Australian businesses have run the audit since then. The shocking outcome was that only one in twenty communicated their value effectively to their target audience, meaning most have a very uncomfortable value gap.
The problem the audit measures is well documented. In a December 2020 Gartner survey of more than 1,100 B2B buyers on digital experience, 64 percent said they could not tell one brand's experience apart from a competitor's. When buyers cannot see a difference, price becomes the deciding factor, and that is a poor place for a strong business to compete.
The Global Recognition Award was won by the company. The Entrepreneur Award recognises Ashton Bishop, the founder and chief executive, who built the tool through Step Change.
"It's about seeing where your value gaps are," said Ashton Bishop. In his telling, the point of the audit is not the score itself. A number is simply harder to argue with than an opinion and easier to act on.
The Value Gap Audit is available now. Step Change said it is free and returns the same score whether or not a business goes on to work with the agency.
About Step Change
Step Change is a Sydney strategy and marketing consultancy founded in 2007 and led by founder and chief executive Ashton Bishop. It helps businesses grow by strengthening their value propositions and carrying them through segmentation, content, and sales.
More information is available at https://www.hellostepchange.com and https://linkedin.com/company/step-change-marketing.
Contact Info:
Name: Step Change
Email: Send Email
Organization: Step Change
Phone: +61 2 8030 8655
Website: https://www.hellostepchange.com
Release ID: 89202076
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