Best Practices

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: 3 Tips for Getting Started

Win-Loss Analysis: 3 Tips for Getting Started

During a recent interview hosted by Clozd, Sanjay Puri (VP Product Marketing, Avalara) shared three tips for those looking to implement a win-loss interview program. First, start the damn program. Second, don’t fire and forget. Third, use the feedback to build credibility.

Best Practices: 6 Tips for Driving Win-Loss Adoption

Best Practices: 6 Tips for Driving Win-Loss Adoption

An effective win-loss program can be transformative for your organization. However, big results will only be realized if your win-loss program is a team effort. Here are 6 best practices that can help your organization drive adoption and get the most out of its investment in win-loss analysis.

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.

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.

Selecting a Win-Loss Services Provider: 13 Must-Haves

Selecting a Win-Loss Services Provider: 13 Must-Haves

Many of the organizations we talk to are implementing formal win-loss analysis for the first time. They've realized they need a more rigorous approach to win-loss, beyond just a drop-down field in the CRM; but, they aren't totally sure what to look for in a win-loss solution provider. So, here’s 13 must-haves to look for when selecting a win-loss partner.

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.

Win-Loss Analysis: Why interviews?

Win-Loss Analysis: Why interviews?

People who are new to formal win-loss analysis, especially in B2B settings, often ask questions like: "Is it important to interview clients?" "Can we survey them instead?" "What's wrong with analyzing the data that's already in our CRM?" This blog post explores reasons why it's essential to base your analysis on actual interviews with decision-makers at won and lost accounts.

Best Practice: Widespread Sharing of Win-Loss Data

Best Practice: Widespread Sharing of Win-Loss Data

One of the biggest problems most orgs encounter after launching a win-loss interview program is that they haven’t developed a simple, effective strategy for sharing the findings with all the key stakeholders across their business. As a result, the program limps along with poor engagement and minimal impact.

Four Pillars of Effective Win-Loss Analysis

Four Pillars of Effective Win-Loss Analysis

Win-loss analysis is the practice of capturing and analyzing the reasons why you win and lose sales opportunities. It’s the equivalent of film study for football teams. 

Better methods and technologies for film study can give certain teams a distinct competitive advantage. Likewise there are methods and tools that companies can employ to make win-loss analysis more effective. At Clozd, we bucket them into four categories that we refer to as the four "pillars" or "core competencies" of win-loss analysis.

Win-Loss Analysis: Driving Outcomes for Every Function

Win-Loss Analysis: Driving Outcomes for Every Function

Not only will win-loss analysis drive alignment across the org, but it will provide critical insights and direction for practically every function. Learn more about how win-loss analysis benefits the executive team, marketing, sales, product, corporate development, client success, and more.

The "Post-Mortem" is a Waste of Time

The "Post-Mortem" is a Waste of Time

Excerpt: "My client had spent 18 months chasing a $400 million deal. They were confident that they were going to win. When the bad news hit, all hell broke loose. “Did you hear we lost the deal?” was repeated over and over for the next 48 hours. And that’s when I heard it the first time, “We need to do a post-mortem.” That was the first of many "post-mortems" that I have participated in for multiple clients and employers in various industries. In general, they are a waste of time because they are plagued by several key shortcomings . . . Stop wasting time on post-mortems and get a pulse on your competitive positioning by formalizing and operationalizing an ongoing win-loss initiative."