AI-Driven Value Management Practices

This unit examines how value management is practiced across marketing and sales and how AI amplifies those capabilities for organizations at different maturity levels. Students will translate concepts into actionable plans—defining sales operations responsibilities, building ROI-driven business cases, and creating risk-mitigation strategies for partners—preparing them to implement and scale value management in later units.

Learning Objectives

• Analyze the current state of value management in marketing and sales by comparing traditional approaches to AI-enabled methods and identifying at least three gaps and corresponding metrics to measure improvement.
• Apply AI-driven techniques to design a scalable value management program for startups and for mature sales organizations by producing a phased implementation plan that specifies sales operations roles, responsibilities, and integration points for AI tools.
• Demonstrate the ability to build a business case and ROI model for a value engineering program that quantifies costs, benefits, payback period, and performs a basic sensitivity analysis to support executive decision making.
• Evaluate partner-related risks and sales operations governance needs and develop a de-risking plan with defined KPIs, mitigation actions, and monitoring processes to sustain AI-enabled value management at scale.