In this episode of ValuePros Show, Bruce Scheer and marketing expert Neil Wilkins delve into the importance of improving the total value experience through strategic marketing. Discover how focusing on customer-centric practices can build trust and drive long-term success. - Emphasizing customer education to build lasting trust and value. - Exploring the concept of value creation without selling products. - Advantages of co-creation, personalization, and collaboration in marketing. - Bruce Scheer’s "value-ready framework" for successful sales. - The need for consistent narratives across all company functions for a unified customer experience. 00:00 Excited to discuss enhancing total value experience. 06:44 Improving marketing's role in total value experience. 09:11 Value is subjective; cocreate for effective sales. 11:42 Patience over quick wins ensures long-term success. 15:25 Understand needs, deliver insights, justify value, execute. 20:03 Marketing journey: Awareness, conversion, retention, advocacy. 24:39 Personalization through co-creation enhances customer experience. 27:09 Understand prospects deeply for personalized value creation. 30:36 Customize value story for each discipline consistently. 32:30 Streamlines messaging, reduces risk, builds brand consistency. 37:07 Provide value without mentioning your product directly. 39:41 Align marketing with customer-centric value, cocreation.