What is the most important step when crafting a vendor point of view (POV)?

The most critical step when crafting a vendor point of view (POV) is to provide a recommendation to the brand. This is because the primary purpose of a vendor POV is to position your insights and strategies in a way that aligns with the brand’s objectives and offers actionable advice. A strong recommendation demonstrates understanding of the brand’s needs while showcasing how the vendor's expertise can fulfill those needs effectively.

By focusing on what the vendor can recommend, it ensures that the communication is not just about sharing capabilities or summarizing past results, but rather about delivering value that can help the brand make informed decisions. This approach also establishes the vendor as a strategic partner invested in the brand’s success, which is vital for building trust and long-term relationships.

While analyzing competitor strategies, summarizing past campaign results, or detailing vendor capabilities are all important elements, they serve as supporting data that can enhance the recommendations. Ultimately, the recommendation is what helps the brand visualize the potential collaboration and its benefits.