Transcript: 

A number of organizations, when talking about customer value, have explored the technique of mapping or defining value chains. A value chain is simply the sequence of events necessary to go from concept to cash—and beyond.

When an organization decides to invest in something to be delivered to customers, it must go through a series of steps: making the investment decision, conducting R&D, marketing to raise awareness, providing support and education, and enabling sales teams to help customers purchase the product. Multiple roles are involved in delivering across the value chain.

One major challenge is that these roles often span different parts of the organization, creating cross-organizational dependencies that can slow or block value delivery.

The goal of defining the value chain is often to reduce or eliminate these dependencies, creating an autonomous, self-sufficient unit capable of delivering value independently. When there are no broken links in the chain, organizations can deliver customer value more efficiently—without being delayed by conflicting priorities in other departments.

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