Develop your Value Logic and Create Marketing that works!

The increase of competition in the Industrial world forces a change in the way we do business. It has a major impact on all communication with our customers. In addition, the customer behaviour is changing. They look for a new type of cooperation with their partners. The product is still core but we need to define and discover the true value in our deliveries. 


TOLPAGORNI has developed a new way of working with industrial marketing and communication. The work is based on research in sales and marketing and pragmatic experience and has been packaged into a powerful workshop.

About the Workshop

During the workshop, Tolapgorni experts will guide you through the Value Development Model©.  The Model is a framework by Tolpagorni for Product Managers to work with Value perspective in designing support for sales and marketing.

It covers four areas: Discover, Define, Connect and Convey.

What will I learn:

  • To Discover the true values in your deliveries as well as the value logic
  • Tools like Driving forces, Target market, Value Tree®, Value Vectors
  • To Define the targeted value proposition to identify the core value
  • Resonating focus tools
  • To Connect values with personas and situations that customer can relate to.
  • Tools like Personas, Compelling events, Storytelling
  • How to create the marketing that generates results
  • Tools like PMA and Engagement models

After the Workshop:

  • You will know how to use the powerful Value Tree® tool and gain your Value logic
  • You will increase the quality of your Value Argumentation
  • You will have the skills to react to changes in customer behavior and stay on top of the competition
  • You will be able to use Compelling Events to trigger the Value discussion
  • You will be able to produce relevant Engagement Models
  • You will be able to create effective marketing communication that supports sales

For Whom:

  • Product marketing manager
  • Product manager
  • For Creating value logic
  • For you working on a product launch


  • Session 1 (Gothenburg): 8/11-2019
  • Session 2 (Copenhagen): 21/11 2019

Or on request. We are happy to conduct a workshop with your Product Management Group.

Sofie Ohlsén