Marketing camp win loss preso 11 03 12
-
Upload
jennifer-berkley-jackson -
Category
Documents
-
view
170 -
download
0
description
Transcript of Marketing camp win loss preso 11 03 12
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
2
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…
3
4
Win/loss analysis
…the key to rich insights!
What is it?
•Following up with contacts from recent sales efforts: both lost and won
5
Win/Loss Analysis
•Getting input on key questions
• Integrating what you learn across the entire organization
6
Why Do Win/Loss Analysis?
7
The Benefits
Reduce sales cycles
8
The Benefits
Get the ‘real’ story
It’s not always a Price issue…
9
The Benefits
Gain competitive
insights
10
The Benefits
Gain insights about your own
organization
11
The Benefits
Fine-tune your marketing efforts
and messages
12
The Benefits
Stay relevant
13
The Benefits
Make customers glad
they chose you…
14
• 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
15
Be sure to share what you learn…
16
Q & A
17
For more information:
Phone: 408-358-0700
Email: [email protected]
Blog: www.TheInsightAdvantage.com/blog
Twitter: jenberkley