For many Clozd clients, win-loss interviews serve as their richest source of competitive insights. However, the primary purpose of a win-loss interviews is to understand why you won or lost the deal - which may have little (or nothing) to do with your competition. Your biggest competitor may not even be another vendor.
While most organizations intuitively understand the value of win-loss analysis, execution of an effective win-loss program can often seem daunting and difficult. Clozd frequently speaks with organizations that are unable to capitalize on buyer feedback due to several common roadblocks. Let’s explore these common win-loss roadblocks and learn the best strategies for avoiding or overcoming them.
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.
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.
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.
So you're company is going enterprise? It may be the most over-used word in SaaS right now. It’s abused in press releases, funding announcements, internal company meetings, marketing messaging, and sales conversations. What does it really mean? And what are some useful tips and common challenges to be aware of?
Are you looking to build a business case for implementing win-loss analysis at your company? One helpful resource is the Gartner report entitled, "Tech Go-to-Market: Three Ways Marketers Can Use Data From Win/Loss Analysis to Increase Win Rates and Revenue" by Todd Berkowitz. This blog post provides a quick summary of the findings.