The Value of Win/Loss Analysis
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Transcript of The Value of Win/Loss Analysis
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The Product Mentor Presents:The Value of Win/Loss Analysis
Jordan BergtraumProduct Management Consultant
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Who is Jordan Bergtraum?
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Who is Jordan Bergtraum?
7 years leading Product Management teams
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Who is Jordan Bergtraum?
Education, Manufacturing, Pharma, Legal, and Facilities Management verticals
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Who is Jordan Bergtraum?
10+ years of B2B SaaS experience
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Who is Jordan Bergtraum?
Twice introduced Product Management to an organization
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Who is Jordan Bergtraum?
In-bound market research and outbound product marketing
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What to expect from this presentation?
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What to expect from this presentation?
What is win/loss analysis?
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What to expect from this presentation?
The benefits of performing win/loss analysis
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What to expect from this presentation?
Different options for capturing win/loss information
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What to expect from this presentation?
Tips on conducting win/loss analysis
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What is win/loss analysis?
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What is win/loss analysis?
Researching why some prospects select your company and others do not
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What is win/loss analysis?
Collecting these reasons in a way that will help you acquire new customers
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The benefits of performing win/loss analysis
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The benefits of performing win/loss analysis
Helping your sales function close more new deals
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The benefits of performing win/loss analysis
Helping your sales function close deals faster
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The benefits of performing win/loss analysis
Understanding the barriers to acquiring new customers
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The benefits of performing win/loss analysis
Understanding why customers select your products
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The benefits of performing win/loss analysis
Becoming a rock star product guru / magician / genius / wizard
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Options for capturing win/loss information
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Options for capturing win/loss information
Interview your sales team
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Options for capturing win/loss information
Interview your sales team
Pro: Available
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Options for capturing win/loss information
Interview your sales team
Pro: Incentivized
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Options for capturing win/loss information
Interview your sales team
Con: Bias
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Options for capturing win/loss information
Interview your sales team
Con: Sales won’t ask the right questions
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Options for capturing win/loss information
Perform your own
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Options for capturing win/loss information
Perform your own
Pro: 1st hand data
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Options for capturing win/loss information
Perform your own
Pro: You control the narrative
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Options for capturing win/loss information
Perform your own
Con: Interviewee bias from affiliation awareness
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Options for capturing win/loss information
Perform your own
Con: Uses your time
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Options for capturing win/loss information
3rd party market research
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Options for capturing win/loss information
3rd party market research
Pro: Saves you time
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Options for capturing win/loss information
3rd party market research
Pro: Less bias
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Options for capturing win/loss information
3rd party market research
Con: Cost
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Options for capturing win/loss information
3rd party market research
Con: 2nd hand data
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Tips on conducting win/loss analysis
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Tips on conducting win/loss analysis
Get Sales onboard
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Tips on conducting win/loss analysis
Check in with sales monthly for recent wins & losses
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Tips on conducting win/loss analysis
Offer participants some form of compensation
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Tips on conducting win/loss analysis
There is more value in the “losses”
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Tips on conducting win/loss analysis
Have a script, take notes, record the session
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Tips on conducting win/loss analysis
Don’t just ask about the “product”
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Tips on conducting win/loss analysis
Why did they start their search?
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Tips on conducting win/loss analysis
Who else did they look at?
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Tips on conducting win/loss analysis
Why did we win / lose?
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Tips on conducting win/loss analysis
How did our price compare?
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Tips on conducting win/loss analysis
How influential was our /their sales team?
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Tips on conducting win/loss analysis
Who were the decision makers?
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Tips on conducting win/loss analysis
Follow up with a thank you and survey
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Tips on conducting win/loss analysis
The survey will get you data
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Tips on conducting win/loss analysis
Selection Criteria Rank* You
Comp
#1
Comp
#2
Company Stability
Company Reputation
Solution Fit
Future Direction
Product Breadth
Quality of Salesperson
Price
Ability to Integrate
Security
Ease of Use
Winner**
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Tips on conducting win/loss analysis
Share results with stakeholders… especially SALES
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Challenges
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Challenges
Convincing “losses” to give you their time
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Challenges
Selling sales
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Challenges
Sales wants to own win / loss surveys
But… you’re making sales life easier
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Challenges
Don’t chase 1 loss
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Challenges
Finding the time.
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The Summary
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The Summary
Focus on the “losses”
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The Summary
Ask an array of questions
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The Summary
Share the results
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The Summary
Make sure to get “data”
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Thank youJordan Bergtraum