Welcome to the BPMA October Event
Win/Loss Analysis: Not Just For Salespeople Anymore
Presenter: Steve Johnson Chief Marketing Officer, Primary Intelligence www.bostonproducts.org Win Loss Analysis: Not just for sales
Steven Johnson Twitter @sjohnson717 sjohnson@primary-intel.com http://www.primary-intel.com/blog
Sound familiar?
“We’re losing deals and we don’t know why.” “We’re winning deals and we don’t know why.” “Is our product bad? Or our promotion? Or our sales reps? Or our reputation? We just don’t know.” “What are our competitors doing?” “We are making decisions every day based on opinions.”
The Wheel of Blame
4
Sales people say it’s product and price Product and marketing people say it isn’t Executives don’t know who’s right
Can you answer these questions?
Why do we (really) win and lose deals? What product features matter to our customers (and don’t)? Which marketing programs are most (and least) effective? Which competitors should we focus on (and ignore)?
Which research methods do you employ?
Web surveys Analyst research Phone interviews Customer advisory boards Onsite customer visits
Traditional view of research
“Real” research
Who isn’t the buyer?
Our sales guy
Our marketing lead
Our best developer
Buyers in the complex sale
Functional buyer Decision Maker
Technical Reviewer
“Coach”
For more, see Strategic Selling, Miller, Heiman
Which provides the best insights?
Web surveys Analyst research Phone interviews Customer advisory boards Onsite customer visits
Typical research methods
Onsite Observation Customer Advisory
Cost of discovery
Analyst report Web Survey
Phone Discussion
Depth of insight
Our approach
Onsite Observation Customer Advisory
Cost of discovery
Analyst report Web Survey
Phone Discussion
Depth of insight
“
10 discussions are better than 1,000 survey responses.
”
Steve Johnson
10 questions
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