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Experts Explored How to Align Value Propositions with Customer Expectations at the Gartner CSO & Sales Leader Conference, May 20-21 in Las Vegas
LAS VEGAS, May 20, 2025--(BUSINESS WIRE)--Seventy-three percent of CSOs are prioritizing growth from existing customers for 2025, according to a survey by Gartner, Inc.
In a survey of 243 CSOs and senior sales leaders conducted from October through November 2024, Gartner found that 57% of CSOs see account retention and growth as a top-3 priority. Despite the importance of retaining and growing existing customers, many organizations are hindered by a customer value gap - as suppliers struggle to convert the promise of their value proposition into realized customer value.
Experts revealed the findings today during the Gartner CSO & Sales Leader Conference, which is taking place in Las Vegas.
"In today's competitive market, retaining and expanding relationships with current customers is not just a priority—it's essential for sustainable growth," said Daniel Hawkyard, Director Analyst in the Gartner Sales Practice. "As sales organizations strive to retain and grow their customer base, they must address the value gap, which will lead to lower retention, advocacy, and growth if not managed effectively."
Aligning on Customer Value: Building the Foundation for Lasting Partnerships
Sales organizations must first align cross-functional teams around why customers choose to partner with them. This involves recognizing the unique value proposition that initially attracts customers and ensuring that this promise aligns with their strategic goals.
"Customers are not just buying a product; they are buying the promise of value realization," said Hawkyard. "Sales leaders must focus on helping customers realize this value, rather than trying to drive value proposition utilization."
Customer feedback plays a crucial role in this process. By systematically capturing and sharing qualitative feedback from customers, organizations can illustrate the value realization journey, ensuring that customer needs are met and expectations are exceeded.
CSOs Role in Closing the Value Gap: Creating a Unified Approach Across Teams
CSOs play a critical role in closing the value gap by taking a leading role to align the broader organization around a vision and understanding of the organization's value proposition, and their customers' value realization. This involves articulating the value proposition consistently and aligning it with the customer's journey.