In this age of data-driven insights, it’s useful to take a step back and question their source. As Market Researchers, we’re often asked to come up with novel ways to anticipate future events. So, it’s natural for us to think about how it is we come to know anything, which gets to the science of epistemology, the science of knowing.
Usually we think of win-loss analysis as something we do to put losses under the microscope. That way, the common thinking goes, you will see what you did wrong and fix that, in order to win more often in the future. A worthwhile motivation to begin the exercise if you’re not engaged in it already.
Perhaps a better title for this post would be Family – OR – Factors. Regular readers of my posts know that Win-Loss Analysis is a central theme. After all, if you’ve been focusing on something for over 20 years, you tend to – I’ll admit it, ‘obsess’ a bit about that something.
As a provider of Win-Loss Analysis, we interact with quite a few companies about their opportunity set. Depending on who you speak with, they may refer to it as their …
As companies wrestle with the pain and disappointment of losing a sale to a competitor, especially when confidence was high that they would win, some interesting psychology comes into play.
Many companies are in expansion mode – with new product development, or new market additions. Whether driven by the post-Covid “pivot” or just opportunity seeking, market expansion is what companies …
Marketers are often confused, for good reason, about the connection between these three things: Customer Satisfaction — Loyalty — Retention Customer Satisfaction is most often measured. It has been made …
So, why are you surprised? As hard as you work on closing significant sales, you think you might know better. Yet, even as a finalist, you find yourself sweating bullets while waiting to hear if you’ve won the deal.
“This is a three-billion-dollar market; if we can capture just one percent of that, we will crush it!” This is the type of statement often heard from champions of a business expansion effort.
One of the most exciting things that happens in businesses of all stripes is innovation — the next generation of a product, a new product launch or market entry; perhaps a new go-to-market strategy.