How Win-Loss Analysis leverages success ~ We hear so much about the customer journey. Mapping this journey becomes the centerpiece of the marketing effort, aimed at reaching, nurturing and delivering the customers who score appropriately to the sales effort.
How agile leadership depends on customer voices ~
You may wonder if this is yet another rant about Win-Loss Analysis. Well, it is – sort of. To take a 50,000-foot view, there are two camps: one that believes Win-Loss Analysis is un-necessary and another that sees it as a vital component to a marketing and sales organization. The true believers are already doing it, and hopefully reaping the results; the nay-sayers are doing their best to succeed without it.
Many companies are thinking strategically about their “Win-rate” and how to improve it. Once a concern only for Enterprise companies, now SMB firms are exploring the benefits of a Win-Loss Analysis program.
Win-Loss Analysis is the best method for truly understanding buying decisions and customer behavior around recent deals.
As a specialist in Win-Loss Analysis , I get a front row seat to some really interesting developments out on the playing field where solution-providers compete. I get to see a lot of stellar performance that is usually rewarded, and some frankly silly nonsense that makes you wonder who is minding the store.
Those of you who are responsible for new business have all experienced losing a new business opportunity that you a) really wanted, and b) fully expected to win.
We’ve all seen the bumper stickers in traffic: No message; just a cryptic number – 13.1, 26.2 or even scarier digits if you are a normal person who doesn’t run ultra-Marathons.
We’re all tired of sports metaphors in business, so I won’t belabor this one too much. In enterprise sales, there are many things we do to amp-up our results and reach the lofty goals we set, or as it often turns out, are set for us.
In life, when major events happen, we have a need to understand why. Clarity and crisp definition are satisfying, because we detest ambiguity. Clarity rules, even if the simple answer we come up with is flat wrong. Welcome to the world of humans.