marketing camp win loss preso 11 03 12
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Jen Berkley Jackson of The Insight Advantage on Win/Loss Analysis at Silicon Valley Marketing Camp 2012TRANSCRIPT
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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?
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Differentiate yourself…
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Win/loss analysis
…the key to rich insights!
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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: [email protected]
Blog: www.TheInsightAdvantage.com/blog
Twitter: jenberkley