The software industry produces highly sophisticated and disruptive products and services at a phenomenal velocity. This poses a serious challenge to the consumers of IT to identify the "value-creation" capabilities of these products and services. There exists a visible yet ambiguous gap between the perceived "value creation" and the "true value creation" capabilities of these products and services. This ambiguity leads to an ineffective "go-to-market" strategy.

Traditional Goals:

• Higher revenue
• Higher contribution margin

New Goals

• Identifying new markets
• Identifying and communicating Enterprise Value of their products/services to the IT consumers
• Clear definition of the "competitive advantage" of the product/service
• Unambiguous correlation of products/services to Total Enterprise Value (TEV) of the consumer