PartnerReady Blog


Ed Sullivan

Posted on

July 26, 2023

Unraveling the Value Chain of the Customer (VCOC) Methodology for Business Growth and Success

In a world where the business landscape is growing in complexity, the Value Chain of the Customer (VCOC) methodology shines a transformative light on modern go-to-market strategies. This methodology, pioneered by PartnerReady, presents a unique approach: focusing on the customer's "job to be done" and the ecosystem around it. The VCOC framework holds the key to unlocking new opportunities for companies that strive to embed themselves in their customer’s world.

Leveraging Ecosystem Dynamics for Growth

At the heart of the VCOC methodology is the idea of ecosystem thinking. In today's interconnected world, businesses are integral parts of vast networks encompassing suppliers, partners, and customers. By recognizing and harnessing the collective power of these ecosystems, businesses can stimulate collaboration, share resources, and, crucially, facilitate mutual growth.

Consider the evolution of tech giants Apple and Amazon; they transitioned from single-product entities to diverse conglomerates providing a range of interconnected products and services, primarily by leveraging the dynamics of their ecosystems around the needs of the customer. Their growth underlines the power of strategic partnerships and resource-sharing within ecosystems.

Understanding the Customer Value Chain: Tracing the Journey

There's an essential nuance to the VCOC methodology that many companies overlook or misunderstand. Often, when business leaders hear the word “ecosystem,” they think of who's around their own company that they can work with (i.e. partner with). However, the VCOC methodology suggests a shift in focus, towards the customer – specifically the Ideal Customer Profile (ICP). It considers the job the customer is trying to accomplish and the people, processes, or technologies (PPT) they use to achieve this.

The VCOC methodology starts with an in-depth analysis of the customer’s value chain, covering touchpoints, actors, and influencers. This understanding of the ICP's world allows businesses to gain valuable insights into customer behavior and decision-making, opening up opportunities to insert themselves effectively into the customer's ecosystem.

Striking Gold in the Customer’s Value Chain

Beyond simply understanding ecosystems, the VCOC methodology encourages businesses to delve deep into the world of their ICP. If you serve multiple customer types, it’s essential to examine each ICP in detail. This extensive examination reveals who services the clients, how they do it, and who influences client decisions. This crucial insight forms the foundation of your ecosystem blueprint and can be instrumental in shaping your overall direct sales and go-to-market strategies.

Next Steps: Harnessing the Power of the VCOC Methodology

Over the coming weeks and months, this blog will guide you on how to utilize your VCOC ecosystem blueprint to its full potential. We'll share our "secret sauce,” the same process we've used to have a tremendous impact on our clients.

So, what's the next step? Stay tuned to this blog, or sign up for our newsletter to follow along. We will break down the entire process and release a series of ebooks along the way. If you're ready to embark on a journey toward sustainable growth and success, harness the power of the VCOC methodology today.

What challenges have you faced in understanding your customer's ecosystem? Share your experiences in the comments below, and let's learn together.

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