## **Learning Outcomes**

After reading this article, you will understand how value based management (VBM) metrics focus organizations on shareholder value, identify key value drivers, and link these to operational KPIs. You will be able to explain the process for aligning value metrics with performance targets and reward systems, assess advantages and pitfalls, and apply these principles in an exam context.

## **ACCA Advanced Performance Management (APM) Syllabus**

For ACCA Advanced Performance Management (APM), you are required to understand how organizations use value based approaches in their performance measurement and management. This article covers:

- Explaining the principles of value based management (VBM)
- Identifying and applying value drivers and VBM metrics
- Linking value metrics to key performance indicators (KPIs) and reward systems
- Evaluating advantages and limitations of value-based metrics for performance management
- Applying VBM concepts to performance management scenarios

## **Test Your Knowledge**

_Attempt these questions before reading this article. If you find some difficult or cannot remember the answers, remember to look more closely at that area during your revision._

1. Which of the following best describes a value driver in the context of VBM?
   a) A statutory reporting requirement  
   b) A short-term operational task  
   c) A business activity influencing long-term value  
   d) A random performance measure

2. True or false? Linking senior managers’ rewards solely to short-term profit targets supports value based management objectives.

3. In a VBM system, which measure is most commonly used as the central value metric?
   a) Return on Sales  
   b) Economic Value Added (EVA)  
   c) Inventory Turnover  
   d) Sales Volume

4. List two potential downsides of implementing a VBM-linked reward scheme.

## **Introduction**

Value based management (VBM) is a strategic approach that focuses performance measurement and management around the creation of long-term shareholder value. VBM requires the identification of value drivers and the use of relevant value-based metrics, such as Economic Value Added (EVA), to align business actions with this goal. Critically, these metrics are broken down into operational KPIs and embedded in reward systems to ensure that all levels of the organization are working toward sustained value creation.

> **Key Term: value based management (VBM)**
> A management system that aligns a company’s strategy, activities, and measurement with the goal of maximizing shareholder value.
>
> **Key Term: value driver**
> A key activity or factor that has a significant impact on the generation of long-term value for shareholders.
>
> **Key Term: Economic Value Added (EVA)**
> A performance metric that calculates the value created above the required return of the company’s shareholders.

## VBM METRICS AND VALUE DRIVERS

VBM shifts performance focus away from traditional profit-based metrics to those that reflect sustainable value. The central VBM metric is often EVA, but other discounted cash flow-based measures (such as net present value—NPV—or market value added) may be used. These metrics emphasize capital employed and the cost of capital, rewarding only activities that deliver value over and above investors' required returns.

Identifying value drivers is a core requirement. These are operational, tactical, or strategic factors most likely to influence value, such as customer retention rates, innovation output, or working capital efficiency. Each division and function should determine which value drivers it controls, then establish measurable KPIs for them.

### Translating Metrics into KPIs

Value drivers provide a bridge between high-level corporate value creation and actionable daily activities. After identifying value drivers, management sets KPIs that are:

- Specific, measurable, actionable, relevant, and time-bound (SMART)
- Directly linked to value creation, not just activity levels or short-term profit
- Assigned to relevant individuals or teams with clear responsibility

By monitoring KPIs related to value drivers, organizations ensure that operational decisions consistently contribute to long-term value.

> **Key Term: key performance indicator (KPI)**
> A quantifiable measure used to evaluate how well an individual, team, or organization is achieving a key business objective or value driver.

## LINKING VALUE METRICS TO REWARDS

Aligning reward systems with value-based metrics closes the loop between strategy, measurement, and motivation. VBM recommends that rewards—including bonuses, incentives, and promotions—be connected to KPIs that support the overarching value metric. This ensures managers and employees are motivated to deliver sustainable outcomes rather than short-term, potentially destructive gains.

Successful VBM reward systems have the following features:

- Reward based on multi-year performance, not just annual results
- Use of both financial and non-financial KPIs tied to value drivers
- Inclusion of appropriate benchmarks, such as relative industry EVA performance
- Clear, communicated, and achievable targets

If rewards are based solely on short-term profits or revenue, dysfunctional behavior can occur. For example, cost-cutting decisions may boost short-term profit but destroy long-term value through reduced investment in R&D or customer satisfaction.

### **Worked Example 1.1**

**Scenario:**  
A manufacturing company introduces VBM with EVA as its main metric. One key value driver is product innovation. The company sets a KPI of “percentage of revenue from products launched in the last two years,” targeted at 30%. Managers’ annual and three-year bonuses are linked to achieving both EVA targets and the innovation KPI.

**Question:**  
How does this approach improve alignment between strategy, KPIs, and reward systems?

> **Answer:**  
> By linking managers’ rewards to both overall EVA and the innovation KPI (a direct value driver), short-term profit is no longer the sole focus. Managers are incentivized to invest in innovation even if short-term costs rise, as success will contribute to higher EVA over time. This alignment ensures personal incentives support sustainable shareholder value, not just immediate profits.

### Common Pitfalls

Failing to link value-based metrics to operational KPIs and rewards can result in conflicting objectives, suboptimal decisions, and missed value creation opportunities.

### **Worked Example 1.2**

**Scenario:**  
A sales division’s bonus scheme is based exclusively on quarterly revenue. The company's VBM analysis identifies customer lifetime value as a major driver. However, the revenue-based KPI leads to aggressive discounting to win business, hurting long-term margins.

**Question:**  
What change to the KPIs or reward system would better support VBM objectives?

> **Answer:**  
> Introduce KPIs for customer retention rate and gross margin, and link rewards to meeting both revenue and profitability targets. This discourages destructive short-term behavior and ensures sales staff act in ways that build long-term customer value and EVA.

### **Exam Warning**

> In APM questions, always check whether performance measures and rewards incentivize value creation, or encourage short-term actions that may damage long-term shareholder value. Exam scenarios frequently test your ability to identify and correct misalignment.

## ADVANTAGES AND LIMITATIONS OF VBM METRICS

### Advantages

- Focuses management attention on true value creation, not just accounting profits
- Improves alignment between corporate strategy, operational goals, and personal incentives
- Encourages long-term thinking and responsible investment

### Limitations

- Requires substantial cultural change and clear communication
- Can be complex to design and administer, especially regarding capital charge and adjustments
- If not carefully managed, new metrics may be misunderstood or resisted

### **Revision Tip**

> Relate value drivers and KPIs back to the company’s mission and strategy. Always consider whether the reward scheme reinforces the behaviors needed to deliver long-term value.

## **Summary**

Value based management metrics redirect performance measurement towards shareholder value by focusing on value drivers and relevant KPIs. Embedding these metrics into reward systems ensures everyone in the organization is incentivized to prioritize long-term success over short-term gains. In the exam, be prepared to recommend and justify how organizations can achieve this alignment, and to recognize the risks of misaligned measurement and rewards.

## **Key Point Checklist**

_This article has covered the following key knowledge points:_

- Explain the purpose of value based management and value drivers
- Identify and apply VBM metrics, such as EVA, to organizational performance
- Translate value drivers into operational KPIs
- Link KPIs to reward systems to support value creation
- Evaluate the benefits and challenges of implementing VBM metrics and linked rewards
- Apply VBM principles to real-world and exam scenarios

## **Key Terms and Concepts**

- value based management (VBM)
- value driver
- Economic Value Added (EVA)
- key performance indicator (KPI)

Value based management metrics - Linking value metrics to KPIs and rewards