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The Product Mentor Presents:The Value of Win/Loss Analysis
Jordan BergtraumProduct Management Consultant
Who is Jordan Bergtraum?
Who is Jordan Bergtraum?
7 years leading Product Management teams
Who is Jordan Bergtraum?
Education, Manufacturing, Pharma, Legal, and Facilities Management verticals
Who is Jordan Bergtraum?
10+ years of B2B SaaS experience
Who is Jordan Bergtraum?
Twice introduced Product Management to an organization
Who is Jordan Bergtraum?
In-bound market research and outbound product marketing
What to expect from this presentation?
What to expect from this presentation?
What is win/loss analysis?
What to expect from this presentation?
The benefits of performing win/loss analysis
What to expect from this presentation?
Different options for capturing win/loss information
What to expect from this presentation?
Tips on conducting win/loss analysis
What is win/loss analysis?
What is win/loss analysis?
Researching why some prospects select your company and others do not
What is win/loss analysis?
Collecting these reasons in a way that will help you acquire new customers
The benefits of performing win/loss analysis
The benefits of performing win/loss analysis
Helping your sales function close more new deals
The benefits of performing win/loss analysis
Helping your sales function close deals faster
The benefits of performing win/loss analysis
Understanding the barriers to acquiring new customers
The benefits of performing win/loss analysis
Understanding why customers select your products
The benefits of performing win/loss analysis
Becoming a rock star product guru / magician / genius / wizard
Options for capturing win/loss information
Options for capturing win/loss information
Interview your sales team
Options for capturing win/loss information
Interview your sales team
Pro: Available
Options for capturing win/loss information
Interview your sales team
Pro: Incentivized
Options for capturing win/loss information
Interview your sales team
Con: Bias
Options for capturing win/loss information
Interview your sales team
Con: Sales won’t ask the right questions
Options for capturing win/loss information
Perform your own
Options for capturing win/loss information
Perform your own
Pro: 1st hand data
Options for capturing win/loss information
Perform your own
Pro: You control the narrative
Options for capturing win/loss information
Perform your own
Con: Interviewee bias from affiliation awareness
Options for capturing win/loss information
Perform your own
Con: Uses your time
Options for capturing win/loss information
3rd party market research
Options for capturing win/loss information
3rd party market research
Pro: Saves you time
Options for capturing win/loss information
3rd party market research
Pro: Less bias
Options for capturing win/loss information
3rd party market research
Con: Cost
Options for capturing win/loss information
3rd party market research
Con: 2nd hand data
Tips on conducting win/loss analysis
Tips on conducting win/loss analysis
Get Sales onboard
Tips on conducting win/loss analysis
Check in with sales monthly for recent wins & losses
Tips on conducting win/loss analysis
Offer participants some form of compensation
Tips on conducting win/loss analysis
There is more value in the “losses”
Tips on conducting win/loss analysis
Have a script, take notes, record the session
Tips on conducting win/loss analysis
Don’t just ask about the “product”
Tips on conducting win/loss analysis
Why did they start their search?
Tips on conducting win/loss analysis
Who else did they look at?
Tips on conducting win/loss analysis
Why did we win / lose?
Tips on conducting win/loss analysis
How did our price compare?
Tips on conducting win/loss analysis
How influential was our /their sales team?
Tips on conducting win/loss analysis
Who were the decision makers?
Tips on conducting win/loss analysis
Follow up with a thank you and survey
Tips on conducting win/loss analysis
The survey will get you data
Tips on conducting win/loss analysis
Selection Criteria Rank* You
Comp
#1
Comp
#2
Company Stability
Company Reputation
Solution Fit
Future Direction
Product Breadth
Quality of Salesperson
Price
Ability to Integrate
Security
Ease of Use
Winner**
Tips on conducting win/loss analysis
Share results with stakeholders… especially SALES
Challenges
Challenges
Convincing “losses” to give you their time
Challenges
Selling sales
Challenges
Sales wants to own win / loss surveys
But… you’re making sales life easier
Challenges
Don’t chase 1 loss
Challenges
Finding the time.
The Summary
The Summary
Focus on the “losses”
The Summary
Ask an array of questions
The Summary
Share the results
The Summary
Make sure to get “data”
Thank youJordan Bergtraum
