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ROI White Papers
In an ROI White Paper, the solution’s complete value proposition and full range of benefits, along with a series of comprehensive ROI analyses, are highlighted through multiple customer scenario presentations.
Rather than profiling a single customer and focusing just on its experience
and results, an ROI White Paper presents two or more idealized customer scenarios.
Each scenario represents a specific type of customer (by size, segment, industry,
application, etc.) that is targeted for the solution, and provides a detailed
discussion on how the solution addresses their particular challenges and
issues, the benefits and results that are achieved, and the business impact
and financial return realized from the investment made. The three-to-five-year
analysis presented for each scenario includes ROI as well as other metrics,
such as net benefit, payback period, savings benefit, breakeven analysis,
NPV, TCO, and more, demonstrating how the solution contributes to a business
in direct financial terms.
ROI White Papers are typically produced for situations where the current
customers using the solution do not fully represent the prospect base now
being targeted, or when customers do not allow the use of their company name
in reference type documents, or when the focus of the document is on a new
solution, and there are no (or very few) customers that can provide results.
As a compelling marketing tool that demonstrates real-world business results all sales prospects can relate to, ROI White Papers can effectively shift sales discussions that focus solely on costs, to focusing on the business impact and financial return. These white papers will help shorten sales cycles, increase close rates, and provide a real competitive differentiation. See examples.
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