Win-Loss Interviews

Webinar: Why Every Competitive Intelligence Program Needs Win-Loss Interviews

Webinar: Why Every Competitive Intelligence Program Needs Win-Loss Interviews

On June 11, Clozd welcomed guests from Tableau, Zuora, and VMware for a discussion about win-loss interviews and why they should act as a pillar of any competitive intelligence program. Learn tips and best practices from three experienced competitive marketers.

Win-Loss Analysis: Who are you going to interview?

Win-Loss Analysis: Who are you going to interview?

One of the most important (and challenging) tasks while setting up your win-loss program is determining who you will interview and getting their contact information. It sounds easy, right? Many win-loss program sponsors think so at first, but quickly find that recruiting the right number and mix of interviewees is an uphill battle. In this blog post, consultant Jonathan Stevens explores tips and ideas for making sure you target and interview the right customers.

Webinar: Why Every Product Marketer Should Do Win-Loss Interviews

Webinar: Why Every Product Marketer Should Do Win-Loss Interviews

On March 13, Clozd welcomed guests from Avalara, Qualtrics, and Armor Cloud Security for a discussion about win-loss analysis and why every product marketer should be conducting win-loss interviews. Learn tips and best practices from three experienced product marketers.

Blind or non-blind interviews? The Clozd approach.

Blind or non-blind interviews? The Clozd approach.

When conducting win-loss interviews, is it better to take a blind or non-blind approach? This blog post explores the merits of both methodologies, and explains why the predominant practice in the win-loss industry - and at Clozd - is to take a non-blind approach to win-loss interviewing.

Win-Loss Analysis: Tracking Themes & Trends

Win-Loss Analysis: Tracking Themes & Trends

Where win-loss analysis becomes really powerful is when you begin to tag and track themes across interviews. This allows you to see what you’re doing well, what you’re doing poorly, where your efforts are yielding improvement, and where you need to focus next to improve your win rate. But while themes carry a lot of value, they bring pitfalls as well - after all, there is always some subjectivity involved in turning qualitative data (interviews) into quantitative data (trackable themes). So how do you create and track win-loss themes effectively? Here are some guidelines we have developed based on our experience conducting hundreds of win-loss interviews.

Pragmatic Marketing: Eight Rules of Successful Win-Loss Analysis

Pragmatic Marketing: Eight Rules of Successful Win-Loss Analysis

The Pragmatic Marketing framework is the de facto standard for training product professionals since 1993. One of the practices encouraged and promoted by the framework is win-loss analysis. Check out this article from the Pragmatic team that outlines some of the critical best practices to follow for effective win-loss analysis.

Business Health Checklist

Business Health Checklist

As we run win-loss programs, we diagnose the symptoms and root causes of why our clients win and lose. Like a doctor, we see common symptoms across our “patients." This list highlights symptoms we look for and can serve as a great checklist for assessing the health of your business.

Win-Loss Themes: What "Your Price is Too High" Really Means

Win-Loss Themes: What "Your Price is Too High" Really Means

When a B2B deal goes south, the most common reason initially identified by both buyers and vendors is price. Of course, price runs through every decision, and no one loves shelling out cash. But, in conducting hundreds of win-loss interviews for high-profile clients, our team at Clozd has very rarely encountered situations in which the true driver of the deal turned out to be a raw difference in price. Instead, our in-depth conversations have yielded key insights on what a buyer really means when she says “the price was too high.” This blog post explores three common, underlying themes that could be the real problem with your pricing strategy.

Win-Loss Analysis: Sample Size Considerations

Win-Loss Analysis: Sample Size Considerations

In an ideal situation, a business' sample size would consist of it’s entire customer base (i.e., gathering data and feedback from every customer the business has won or lost a deal with). This approach would ensure a complete picture is painted, with representation of every size and shape of sales opportunity. However, conducting an interview with every prospect is neither feasible (economically) nor required (methodologically). 

So, what is the right number of interviews to conduct? The short answer is . . . it depends.

Win-Loss Analysis: Why Surveys Alone Won't Cut It

Win-Loss Analysis: Why Surveys Alone Won't Cut It

Many of us at Clozd have years of experience working directly with survey feedback, and we recognize where this feedback is valuable. However, we’ve learned that when analyzing wins and losses in a complex B2B sales environment, surveys pose some unique challenges. Survey response rates and issues with data quality can prevent organizations from capturing the full story behind why they are winning and losing valuable business. If you are considering a survey-based approach to win-loss analysis, first consider these challenges.

SalesFounders Podcast

SalesFounders Podcast

Check out the recent SalesFounders Podcast episode about win-loss analysis featuring Clozd founder, Spencer Dent. Leveraging his experience at Bain, and Qualtrics, Spencer co-founded Clozd with the mission to help companies uncover the truth about why they win and lose. On this episode, Spencer shares some of the most common pitfalls, and why win-loss analysis should be an integral part of your growth strategy.

Bring Sales Training to Life

Bring Sales Training to Life

So, how do you captivate sales with meaningful training? The answer is simple. Make it real. Base your training in real stories, about real customers, from real deals. Insights and examples drawn from real interactions with real prospects will boast the power to captivate the sales team and change their behavior.