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.
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.
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.
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.
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.
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, which can be insightful for pricing and packaging teams, sales leadership, and sales enablement teams.
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.
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.
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.
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.
On Tuesday, August 28th, Clozd will host the webinar, “The Future of Win-Loss Analysis.” Join us as Andrew Peterson (Clozd co-founder) and Braydon Anderson (VP Operations) contrast outdated win-loss methods with modern alternatives.
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.
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.
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.