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Selling to Novice Buyers

Many buyers — particularly of SaaS products — are first-time buyers. In this blog post Clozd founder Spencer Dent explores some of the tendencies of novice buyers and tips for selling effectively to them.

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Win-Loss Themes: The Importance of Human Touchpoints

Many buyers lament the lack of connection with actual humans at SaaS companies. In this blog post Clozd associate Jonathan Barlow explores the importance and impact of human touchpoints for SaaS solution providers.

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Why Your Financial Services Firm Needs Win-Loss Analysis.

In this blog post Clozd consultant Jonathan Stevens explores the benefits of win-loss analysis for investment banks, commercial banks, benefits providers, accounting firms, corporate insurers, and more.

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Your Real Competitor

For Clozd clients, win-loss interviews serve as a rich source of competitive insight. 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.

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Win-Loss Analysis: 3 Tips for Getting Started

During a recent interview with Clozd, Sanjay Puri, the VP Product Marketing at Avalara, shared three simple but valuable tips for those looking to implement a win-loss interview program.

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6 Tips for Driving Win-Loss Analysis Adoption

An effective win-loss program can be transformative for your organization. In this blog post Clozd consultant Jonathan Barlow explores 6 best practices that can help your organization drive adoption of win-loss insights.

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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.

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Interview: The Influence of Pricing on Deal Outcomes

Over time, and across thousands of win-loss interviews for clients in various industries, Clozd consultants have uncovered insightful trends relating to the impact pricing can have on vendor selection. It is a common decision factor, but not always in the way a sales rep might expect. This interview with Clozd founder Spencer Dent explores some of these pricing trends.

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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.

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What’s the Right Number of Win-Loss Interviews?

One of the first questions we often hear from prospective clients is: “How many win-loss interviews should we conduct?” It’s an important question without a simple answer. To get to the best answer for your organization, here are some factors to consider.

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Why Isn't Win-Loss Analysis More Prevalent?

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.

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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. Here are some guidelines to help you.

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Five Simple Strategies to Get the Most from Your Win-Loss Interviews

No two win-loss interviews are exactly alike; but, in our experience we’ve found that there are 5 simple strategies that, when put into practice, will help you get the most out of each interview.

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8 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.

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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.

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

Price runs through every decision, and no one loves shelling out cash. In conducting hundreds of win-loss interviews for high-profile clients, our team has 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 insights on what a buyer really means when she says “the price was too high.”

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Win-Loss Analysis: Sample Size Considerations

A business' sample size would consist of its entire customer base (i.e., gathering data and feedback from every customer in won and lost deals). This would ensure a complete picture is painted, with representation of every size and shape of sales opportunity. However, this is neither feasible (economically) nor required (methodologically). So, what is the right number of interviews to conduct?

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Selecting a Win-Loss Analysis Consulting Service: 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 analysis consulting firm.

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

Many of us at Clozd have years of experience working with survey feedback, and we recognize where it 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.

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Win-Loss Analysis: What's the Best Source of Win-Loss Data?

When conducting B2B win-loss analysis, there are three common data sources that companies can turn to: the CRM, the sales team, and the buyer. This article explores each of these data sources, answering the question, "what is the best source of win-loss data?"

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Essential Tips for Product Marketing Managers

Explore some essential tips for becoming an effective product marketing manager, based on the principle of Essentialism from Greg McKeown's book, Essentialism: The Disciplined Pursuit of Less coupled with some of my experiences as a product marketer for a fast-growing technology company called Qualtrics.

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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.

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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.

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What Are the Key Drivers for Why People Buy Your Products?

Why do customers pick you vs. your competitors? It's obvious that having an accurate, articulate answer to this question can be an invaluable asset for leaders and team members across practically every function of your business. Here are a few lessons I've learned about getting to the right answer.

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What's Wrong With Your Sales Training Program?

In this Harvard Business Review article, sales guru Steve W. Martin warns that "you truly can’t train your sales teams on how and why prospective customers make their buying decision if your training isn’t based upon direct interviews with decision makers at won and lost accounts."

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