Value proposition
The specific outcome you promise a specific buyer, in their words rather than yours.
A value proposition names the buyer, the problem, the outcome and the reason to believe it. Anything that survives when the company name is swapped for a competitor is not a value proposition.
In outbound, the value proposition is tested one segment at a time. The same product usually needs different propositions for different roles: what convinces a CTO rarely convinces a CFO.
The measurable proxy is the reply rate on a segment, followed by the share of replies that turn into meetings.
How we use it
Propositions are tested on live segments during the first weeks of a campaign; the variants that do not earn replies are retired instead of rewritten forever.
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