Value equations describe the quantitative and qualitative benefits a customer can receive from implementing a software product. They answer the buyer’s inevitable question “What’s in it for me?” Recently I worked with a SaaS company that had what I considered to be a cool product. They struggled to crisply and credibly explain what value customers would get. They relied on generic statements like reducing customer churn and increasing productivity. When asked to back up their statements with hard numbers and credible customer success stories they drew a blank. Most product managers are in the same boat