This means getting sales people trained on how to articulate the value and differentiation of their product offerings and to qualify and close opportunities.

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Now, this is not to suggest that you abandon what you currently have or the differentiation and value specific vendors bring to your organization.

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Value differentiation occurs at the level of the actual care experience.

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They must also sell the product, build brand equity, create differentiation and produce value by generating demand and securing future earnings for the business.

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There is a tremendous opportunity for businesses to take cause marketing to the next step, making it work for good while demonstrating value, providing differentiation and building brand loyalty.

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