Value capture

Value capture is the third stage of the Strategic Customer Planning Cycle and the one most account plans skip. It runs in both directions. Customer value capture proves the proposition delivered what it promised, measured in the customer’s own KPIs, and turns that proof into the evidence file every renewal negotiation needs and almost no account team can produce on demand. Supplier value capture tracks what the account is returning to you, so that your own board stays invested in serving it.

Skipping the stage is why value delivered becomes value assumed, and value assumed becomes a price conversation. The value-in-use ledger is the practical instrument: a running record of realised value, kept continuously rather than reconstructed the week before the quarterly review.