Value Matrix Template

A Value Matrix (often called a Messaging Matrix) is a critical GTM tool that maps your product's features to the specific pain points of your target audience. It ensures that your sales and marketing teams aren't just "listing features," but are instead "solving problems" for each specific stakeholder.

Below is a standard template for a B2B Value Matrix, followed by an example.

1. Value Matrix Template

You should create one row for each Buyer Persona involved in the deal (e.g., the User, the Manager, the Executive).

PersonaPain Point / ChallengeProduct Value / SolutionKey Message (The "So What?")Proof PointWho are we talking to?What keeps them up at night?Which feature solves that specific pain?How do we describe the benefit in their language?Evidence this works (Case study, ROI, etc.)

2. Example: Value Matrix for a "Project Management Tool"

Imagine you are launching a new AI-powered project management software. Your messaging must change depending on who you are talking to.

PersonaPain PointProduct ValueKey MessageProof PointProject Manager (The User)Too much "work about work" (manual status updates).AI-automated status reporting and task syncing."Get 5 hours of your week back by letting AI handle the updates."User X saved 20% of their time.Dept. Head (The Manager)Lack of visibility into team capacity and bottlenecks.Real-time workload heatmaps and resource allocation."Never overbook your team again with 100% visibility into capacity."Reduced project delays by 30%.CFO / CIO (The Executive)High software spend and security compliance risks.Consolidated toolset with Enterprise-grade security."Consolidate 3 tools into 1 and save $50k/year while staying SOC2 compliant."Case study: Company Y saved $200k.

3. How to use this matrix

Once this table is filled out, it becomes the "source of truth" for your GTM execution:

• Marketing: Uses the Key Message column for website headlines and ad copy.

• Sales: Uses the Pain Point column to ask discovery questions and the Proof Point column to handle objections.

• Content: Uses the Product Value column to decide which features to highlight in whitepapers or videos.

Pro-Tip: The "So What?" Test

When writing your "Key Message," ask yourself "So what?" until you reach a business outcome.

• Feature: We have a mobile app.

• So what? You can access data on the go.

• So what? You never miss an urgent update while traveling. (This is your message).