First of all, knowledge of your customer’s business processes is essential to the formation of the value proposition.  The necessary knowledge usually does not reside in a single person because of the need to understand how processes vary for each market segment and within niches of each segment.   So, typically a panel of subject matter experts, (SMEs) are assembled as part of the Value Proposition Development Team.  The customer process SMEs might consist of a combination of in-house market experts, experienced sales people, and third party consultants (including customers).  This knowledge is used in all three phases.  It is used heavily during the Value Proposition Development Phase since the methodology is based upon business process KPIs.  Using the correct process language and referring to the process in an appropriate manner are important during the Value Proposition Communication Phase.  During the Value Proposition Maintenance Phase, it is important to make changes to the Value Proposition that keep it in tune with the customer’s changing business.