How to Craft a Winning Work Tech Value Proposition: A Roadmap for Founders

Your value proposition is at the heart of your go-to-market success. In this blog, Jeremy Citro shares a practical roadmap to help work and HR tech founders create a value proposition that captures buyer attention, differentiates from competitors, and accelerates growth.

Why Value Propositions Matter More Than Ever

The HR and work tech space has never been more competitive or noisier. Advanced technologies, new market entrants, and increasingly selective buyers mean founders must work harder to earn attention and trust.

Your value proposition is your foundation. It’s your clear, compelling answer to the question: “Why should customers choose us now, instead of someone else... or nothing at all?”

As I shared in a recent installment of the WorkTech Scaling Series,

“A sharp value proposition positions you to earn your ideal customer’s trust and persuade them it’s worth their time to engage with you.”

This video was hosted by WorkTech Advisory’s Managing Partner, Marilyn Pearson Hendricks, who noted during our discussion,

“Your organization’s value proposition communicates the value promise you are making to your ideal customer profile. It’s the heart of all your marketing and sales processes.”

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What a Value Proposition Is and Isn’t

Many founders mistake taglines, mission statements, or feature lists for value propositions. They’re not the same thing.

A value proposition is:

• A concise, customer-centric promise of what value you deliver consistently and with excellence.

• Specific to your ideal customer profile (ICP) – the buyers you most want and are best equipped to serve.

• A differentiator that makes clear why you’re the better choice.

It’s not just a catchy slogan like “Expect More, Pay Less” and it’s not your aspirational mission. As I noted in the video, “It’s your answer to why your ICP should choose you now over other competitors.”

Study Your Competitors (Briefly, but Deliberately)

Understanding how others position themselves helps you see where you stand out. Analyze the top 3–5 competitors’ websites and public-facing content:

• What problems do they claim to solve?

• Who are they targeting?

• Where are the gaps you can own?

At WorkTech Advisory, we often use a color-coded analysis to reveal competitors’ focus. What they do (blue), how they do it (green), ROI/business case language (yellow), and buyer-specific alignment (pink). Most solutions are heavy on blue and green, light on yellow and pink. That gap could be your opportunity.

Get in Your ICP’s Shoes

A powerful value proposition starts with empathy: understanding what matters most to your buyers. In the video, I explained, “Center on your ICP’s world, so they see that you understand their challenges and priorities.”

Document:

• Their key responsibilities and daily activities

• The “big deal problems” they’re under pressure to solve

• Barriers preventing success

• Triggers that prompt purchase decisions

• Common objections

This gives you a lens to pressure-test whether your draft value proposition resonates.

Frameworks to Help You Write It

There are multiple proven frameworks:

• Steve Blank’s formula: We help X (your ideal buyer) by doing Y (what you do) to achieve Z (the outcome).

• Geoffrey Moore’s formula (Crossing the Chasm): For [target segment], our product is a [category] that [statement of benefit].

Choose a framework that keeps you focused on outcomes, not features.

Test and Pressure-Test Your Draft

Don’t stop at internal approval. Share your draft with:

• Current customers: Does it reflect their experience and outcomes?

• Lost prospects: Does it resonate with their original needs or reasons for passing?

As I mentioned in the video, “Ask whether it inspires them to want a conversation, or would they delete the email and move on?”

Bring It to Life

Once finalized, integrate your value proposition everywhere:

• Website homepage and product pages

• Pitch decks and investor presentations

• Outreach campaigns and social profiles

• Thought leadership content and customer success stories

Your buyers should see and hear it consistently. As we emphasized, “Your value proposition is the foundation of your marketing and sales enablement efforts.”

One Final Gut Check

Before you finalize your value proposition, here’s the most important question I always ask my clients — and myself: Can we deliver on this consistently and with excellence?

This is the last and most critical gut check before you share your value proposition publicly. If your promise can’t be fulfilled at a high standard — repeatedly and reliably — it doesn’t belong on your website, in your sales decks, or in front of your buyers.

I’ve seen too many organizations struggle with retention, renewals, and brand trust because they led with a message that sounded great... but wasn’t grounded in delivery. That gap creates friction fast.

So I always recommend teams ask: If someone said this about our company and what we offer, would I believe it? Would I want to take a meeting?

And just as importantly, Can we actually back this up in every client interaction?

If the answer isn’t a confident yes, it’s worth sharpening before you hit publish.

FAQ & Key Takeaways

FAQ

1. Q: Why is a value proposition critical for scaling work tech companies?
   A:  It reduces sales friction by making it clear why your solution is worth attention and purchase—accelerating deal velocity and improving win rates.

2. Q: How often should I update my value proposition?
   A: Review it at least annually or whenever your market, product strategy, or ideal customer profile changes significantly.

3. Q: Can AI tools like ChatGPT write my value proposition?
   A: AI can help draft ideas, but as Marilyn noted in the video, “This isn’t going to be automatically generated for you. It requires reflection on your ICP and your promise.”

4. Q: What if my team disagrees on our value proposition?
   A: Use customer feedback as the deciding factor. Test drafts with current customers and prospects and let their reactions guide refinement.

Key Takeaways

• Start with empathy: Understand your ICP’s world before writing.
• Clarify your differentiators: Be specific about what makes you the better choice.
• Keep it concise and outcome-focused: Focus on big problems and business results.
• Test with real buyers: Don’t rely solely on internal alignment.
• Use it everywhere: Make it the core language of your marketing and sales efforts.

Building Your Value Proposition Muscle for Long-Term Growth

A strong value proposition isn’t static. It’s a skill and a muscle you develop and refine as markets, buyers, and your offerings evolve. Done well, it reduces sales friction, shortens cycles, and accelerates growth.

If you’d like help pressure-testing your current value proposition, or building one from scratch, reach out to me directly by following the CTA below. Let’s create a value proposition that earns attention and converts.

Video Transcript

Behind the Conversation: Why This Session Matters

This transcript captures a live Scaling Series session focused on helping founders and GTM leaders craft a clear, compelling value proposition that accelerates growth. Marilyn Pearson Hendricks is joined by Jeremy Citro, a WorkTech and B2B SaaS advisor with deep experience in talent analytics and go-to-market strategy. The conversation walks through 12 practical steps to clarify your ICP, sharpen your messaging, and convert your value proposition into sales traction.

Marilyn Pearson Hendricks (00:00)
Hello, hello and welcome everybody! Today, I have Jeremy Citro with me, and we’re talking about a topic that quickly rose to the top of our Scaling Series priorities: how to craft a winning Work Tech value proposition.

Jeremy and I have worked together over the years with multiple clients, helping them find and articulate their true differentiation in a crowded market. He brings deep expertise in B2B SaaS, talent management, and sales enablement. He’s led customer success and pre-sales teams at CEB and Gartner TalentNeuron — and he now helps founders craft sharp, resonant messaging and scale the sales assets that support it.

So Jeremy, welcome. Let’s dig into what makes this topic so mission-critical — especially right now.

Jeremy Citro (02:01)
Thanks, Marilyn! I'm thrilled to be here and partnering with the WorkTech Advisory team on this.

Your value proposition is the pithy, compelling statement at the heart of all your marketing and sales efforts. In today’s noisy, hyper-saturated tech market, it’s harder than ever to stand out — and yet more tempting than ever to lead with features and functions instead of value.

The best value propositions answer: What problem are you solving, for whom, and why is your solution the better choice? Done right, it builds immediate trust and earns the right to a conversation.

Marilyn Pearson Hendricks (03:23)
Totally agree. I often think of this work like building a muscle. Before I really understood what a value proposition was, it all sounded like gibberish. But once you see it clearly, you can't unsee it.

Today, we’re walking through 12 points that form the foundation of a compelling value proposition. We’re assuming you’ve already clarified your ICP — your Ideal Customer Profile — because that’s the North Star of all GTM activity. Let’s kick off with the first one.

Jeremy Citro (04:51)
Yes. Point number 12 — and really, the first step — is answering the question: Why should your ICP choose you?

This is your concise, compelling case for why a buyer should take time to talk to you. It reflects their world, shows them how they get from A to B with your help, and becomes the foundation for everything from outbound campaigns to website copy.

Marilyn Pearson Hendricks (07:09)
And when you get it right — or right enough for now — there’s a kind of elegance to it. But it's hard-won. It takes real thought, and often some blood, sweat, and fears.

Let’s clarify what a value proposition isn’t, because this gets confused all the time.

Jeremy Citro (07:41)
Yes — your value proposition is not a tagline. “Expect more, pay less” is catchy, but that’s not a value proposition.

It’s also not your mission or purpose statement. This is about conversion. Why your ICP should choose you now, over other options, or over doing nothing at all.

Start by asking: What is my ICP trying to get done? What are others not solving well? Where do we shine?

Marilyn Pearson Hendricks (08:47)
Which brings us to point 10: a strong value proposition centers on your ICP. Empathy is critical. You have to step out of your own sales goals and really walk a mile in your buyer’s shoes.

Jeremy Citro (09:25)
Exactly. What big-deal thing are they trying to accomplish — personally and professionally? What are they investing in? Where are they stuck?

Your value proposition should reflect that you get their world.

Marilyn Pearson Hendricks (09:55)
This is especially tough for founders who landed in Work Tech from another industry and don’t have HR domain expertise. Before you write — or prompt ChatGPT — take time to reflect.

So Jeremy, what are the five questions leaders should answer before drafting?

Jeremy Citro (11:00)
These five are your essential ingredients:

1. What does your company offer?

2. What job is your buyer hiring you to do?

3. What is the main problem you’re solving?

4. What results do you consistently deliver?

5. What makes your offer uniquely valuable to your ICP?

Nail these first. Then write.

Marilyn Pearson Hendricks (12:05)
That’s the foundation of your buyer’s internal business case — especially for when you’re not in the room.

I remember a WTA client in the labor market analytics space who used this approach to carve out a slice of the market others overlooked. Instead of going broad, they honed in on a recurring problem — retaining talent in a hot labor market — and that focus created differentiation.

Jeremy Citro (14:05)
Exactly. And that brings us to the second piece of homework: analyze your competitors. What are they promising? What gaps exist?

Marilyn Pearson Hendricks (16:50)
Yes! Pull their homepage copy. Use color-coding: blue for what they do, green for how they do it, yellow for why it matters (ROI), and pink for who it’s for.

Most are a sea of blue and green. Few articulate the why or clearly name the ICP. That’s your opportunity.

Jeremy Citro (19:37)
Now for point 8: your ICP’s world. Go deep on what’s broken, why it matters, and how you solve it — not features, but outcomes.

What’s the recurring headache? What KPI are they struggling to hit? That’s where your value prop lives.

Marilyn Pearson Hendricks (21:13)
This clarity also sharpens pipeline reviews. If we don’t know what pain we’re solving in each deal, we’re just chasing ghosts. Sales motions must align with our messaging.

Let’s talk about the punchy, clear value prop statement — our “sunspot.”

Jeremy Citro (22:59)
Yes — this is your elevator pitch. Use frameworks like:

• Steve Blank: “We help X by doing Y to achieve Z.”

• Geoffrey Moore: “For [ICP], our [solution] provides [benefit] unlike [alternative].”

Keep it short, compelling, and focused on outcomes.

Marilyn Pearson Hendricks (25:02)
And remember, this takes iteration. If you’re still in problem-market-fit mode, your statement may evolve a lot over the first year or two.

Build the muscle. Or hire a trainer.

Jeremy Citro (27:00)
When you’re tempted to list features — pause. Go back to the five questions. Focus on the ICP’s world and the value you unlock.

Marilyn Pearson Hendricks (28:11)
One symptom that your value prop isn’t working: “We’re working hard but nothing’s landing.” If buyers aren’t responding, the message isn’t connecting. Not because the solution’s bad — but because the value isn’t clear.

Let’s talk ICP mapping.

Jeremy Citro (29:49)
Yes — document your ICP thoroughly: roles, responsibilities, processes they own, spend patterns, roadblocks, triggers, objections.

You’re creating a buyer persona that guides all GTM decisions.

Marilyn Pearson Hendricks (31:07)
Exactly. Codify it. Revisit it. Use it as your compass. And when you pressure test your value prop, ask:

• Would I respond to this?

• What do our prospects and customers say?

Jeremy Citro (32:24)
Yes — actually ask buyers. Listen. Don’t pitch. Their feedback is gold.

Marilyn Pearson Hendricks (33:33)
And remember, what works in one region may fall flat in another. US vs. Europe, Bay Area vs. Atlanta — markets vary. Your feedback loop is essential.

Jeremy Citro (35:37)
Once you’ve landed your value prop, show it everywhere:

• Homepage (above the fold)

• Pitch decks

• Outbound campaigns

• LinkedIn bios

• Blog intros

Make sure your ICP sees and hears it.

Marilyn Pearson Hendricks (36:53)
Yes — and one final reminder: your ICP is not your total addressable market. It’s the slice most likely to buy fast.

You’re not shrinking your valuation — you’re accelerating revenue.

Jeremy Citro (39:46)
Let’s close with five final tips:

1. Use your ICP’s language.

2. Focus on the big-deal problem.

3. Keep it short.

4. Test it with real buyers.

5. Align your whole team.

One last gut check: Can you deliver this consistently and with excellence?

Marilyn Pearson Hendricks (41:38)
Exactly. This is a promise. If you’re struggling with renewals, maybe you over-promised. Better to sharpen up front than disappoint later.

Jeremy, thank you. This roadmap reflects years of in-the-trenches learning. We’re excited to share tools to help founders build sharper messaging — and faster momentum.

Jeremy Citro (44:33)
Thank you, Marilyn! I know we’ve got some additional follow-up resources planned. For those looking to DIY or get guidance — we’re here.

Marilyn Pearson Hendricks (44:53)
Yes — and we’ll drop a link where you can book a complimentary info meeting. We’ll share practical takeaways using some of these tools. Thanks again, Jeremy!

[End of Transcript]