Automation Industry, Business Development/Strategy
Defining Product Value Proposition
Preview/Excerpt
ManufacturingCo aimed to transition from cost-based to value-based pricing for its synchronous motors business. SprintlyWorks conducted a competitive analysis and customer research to identify differentiators across industries, delivering a benchmarking report, value proposition insights, and a sales tool to support strategic pricing and enhance customer engagement across key markets.
Outcomes
14
Criteria used to evaluate value proposition compared with 7 competitors
7
Fact based value propositions and an analytics tool created
Problem Summary
ManufacturingCo aimed to transition from cost-based to value-based pricing but lacked clarity on how its offering compared to competitors and what customers truly valued. With increasing competition and diverse customer needs across industries, the company needed a clear articulation of its unique strengths to inform pricing decisions, enhance customer engagement, and support differentiated go-to-market strategies.
Situation
ManufacturingCo operates in a highly competitive, specification-driven market where price sensitivity and technical requirements vary significantly by industry. The company’s historical pricing approach had been cost-based, lacking alignment with the actual value perceived by customers. To remain competitive and improve margins, ManufacturingCo set out to reposition its offering using a value-based pricing approach. However, this shift required a clear understanding of how competitors positioned themselves, what customers prioritized, and where ManufacturingCo’s solution truly excelled. SprintlyWorks was engaged to conduct in-depth external analysis and develop actionable insights that would support strategic pricing, sales enablement, and stronger differentiation in target markets.
Key Research Question
The key question driving the project was:
- What are the value propositions communicated by ManufacturingCo’s key competition?
- What are the customer needs, pain points and values they look for in similar products?
- How are ManufacturingCo’s products better than the competition and what are ManufacturingCo’s main strengths?
Our Approach
SprintlyWorks adopted a three-phase approach to support ManufacturingCo’s shift toward value-based pricing by uncovering differentiated value drivers and competitor positioning across core industries.
- Conduct Competitive Benchmarking:
We began by mapping the landscape of seven key global competitors, focusing on technical attributes, commercial positioning, sustainability messaging, and digital capabilities. Public sources, product datasheets, company reports, and ESG disclosures were analyzed to extract differentiating features. A competitive matrix and brand perception map were developed to evaluate how each competitor positioned itself in terms of product breadth, pricing power, and value proposition claims.
- Capture Customer Perspective through Interviews:
In parallel, we conducted structured interviews with seven customers spanning Oil & Gas, Metals, and Mining segments. These discussions explored customers’ buying criteria, perceived strengths and weaknesses of ManufacturingCo, and comparisons with competitor offerings. Inputs were translated into quantified ratings and thematic summaries. To ensure consistency, a standardized interview guide was co-developed with the ManufacturingCo steering team, covering technical, commercial, and support-related dimensions.
- Synthesize Value Proposition and Build Tools:
Insights from both competitive and customer-side research were triangulated to extract 1–3 unique selling propositions for each industry. A sales-facing analytics tool was developed to support future conversations, allowing ManufacturingCo’s team to compare value dimensions across segments, benchmark competitors, and articulate strengths with confidence. The tool was tested and refined based on internal stakeholder feedback. Additionally, a summary report and presentation were delivered, highlighting implications for pricing, customer engagement, and go-to-market messaging.
By combining structured benchmarking with voice-of-customer insights, SprintlyWorks helped ManufacturingCo clarify its differentiated value across industries—translating complex positioning into strategic, field-ready narratives.
Results
The project equipped MachineryCo with a complete Scope 3 emissions inventory, covering 15 categories and totaling 140.1 million tCO₂e for 2024. Category 11 alone accounted for 98% of total emissions, driven by improved methodology and expanded pump coverage. The new Excel tool standardized calculations, embedded assumptions, and enabled repeatable estimations across business units. Supplier-level analysis captured emissions and target readiness from 350 vendors, providing a foundation for target-setting. By aligning with GHG Protocol standards and integrating user feedback, the project set the stage for MachineryCo’s SBTi-aligned emissions reduction strategy.
“From cost-based to value-driven, this project made it happen.”
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