Creating Customer Value Propositions With AI

Build a repeatable capability to create customer value propositions that win in AI-accelerated B2B markets.

Creating Customer Value Propositions With AI is a practical guide for senior commercial leaders, sales directors, key account managers and product leaders who need to develop differentiated offers, align cross-functional teams and turn customer insight into measurable revenue growth.
Written by Cranfield Visiting Fellows Richard Brooks, Sue Holt and Mark Davies, this book introduces the Offer Development & Innovation (ODI) framework, a three-phase system covering customer needs analysis, offer ideation and customer value proposition development. It shows how AI can support each phase by strengthening analysis, coaching teams and accelerating the work required to build offers customers understand and act on.
Moving beyond prompt engineering, this book helps leaders use AI as a strategic partner in complex B2B environments. It equips you to:
- Diagnose root-cause customer needs
- Build cross-functional offer processes
- Quantify value in customer language
- Apply AI across ODI stages Shift toward value-based growth

Featuring real-world examples from Pfizer, Siemens, ThermoFisher, Grant Thornton, Zoetis and Nylacast, Creating Customer Value Propositions With AI demonstrates how organizations can create unique customer value repeatedly, systematically and faster than the competition.

Themes include: customer value propositions, B2B sales strategy, AI for business, offer innovation, value-based selling, commercial transformation