Research the organization : becoming a student -- Explore the possibilities : giving your customer a reason to engage -- Vision the success : visualizing future potential value -- Elevate the conversation : defining and pursuing customer value targets -- Discover the drivers : understanding what's at stake for customers -- Align the teams : developing customer sponsors and supporters -- Position the fit : competing for customer mindshare -- Differentiate the value : creating a customer preference -- Realize the value : meeting and exceeding customer expectations -- Validate the impact : measuring success with your customer -- Adapt the approach : applying lessons learned with your customer -- Expand the relationship : leveraging your past proven value.