Prepared by: The Insight Advantage 1

Jen Berkley Jackson

Silicon Valley Marketing Camp

November 3, 2012

Win/Loss Research: The Key to Critical Marketing Insights

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Sales processes are changing…

…customers are becoming more self-sufficient, taking longer to decide, looking at more options…

How can you change

this cycle?

Differentiate yourself…

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Win/loss analysis

…the key to rich insights!

What is it?

•Following up with contacts from recent sales efforts: both lost and won

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Win/Loss Analysis

•Getting input on key questions

• Integrating what you learn across the entire organization

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Why Do Win/Loss Analysis?

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The Benefits

Reduce sales cycles

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The Benefits

Get the ‘real’ story

It’s not always a Price issue…

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The Benefits

Gain competitive

insights

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The Benefits

Gain insights about your own

organization

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The Benefits

Fine-tune your marketing efforts

and messages

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The Benefits

Stay relevant

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The Benefits

Make customers glad

they chose you…

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• Get top level support

• Make it an ongoing process

• Choose your questions wisely…and review often

• Consider an objective 3rd party interviewer

• Collaborate with the sales team

• And….

Tips for Implementing Win/Loss

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Be sure to share what you learn…

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Q & A

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For more information:

Phone: 408-358-0700

Email: JJackson@TheInsightAdvantage.com

Blog: www.TheInsightAdvantage.com/blog

Twitter: jenberkley