All related (64)
Dave Daniels
Founder, BrainKraftFebruary 7
First, don't think of Win/Loss as a project to be done at certain times of the year. It's like a lifestyle change that has be worked into your organization's priorities (like exercise or losing weight). Second, salespeople should never conduct W/L interviews. Never. The purpose of W/L is to figure out how buyers make a decision (in the aggregate) and salespeople are not the best resource in this regard. To get a sustainable W/L program you need to bring something to the table: reasons why you lose deals and recomendations to fix it. Once your organization experiences the benefits of W/L it ...
Steve Feyer
Product Marketing Director, EightfoldFebruary 19
I recommend a weekly cadence of reaching out to prospects that have completed deal cycles in the prior week. It's okay to skip a week if priorities or holidays intervene. Interview those who respond. Ask consistent questions and don't hesitate to go "off-script" if you are learning something interesting. Report in a way that makes sense to your organization. Twice a year, launch a broader win-loss survey to the prospects that never responded to weekly outreach. Collect the data from the survey and all your interviews into a presentation you can deliver internally. Be careful to unders...
Dave Daniels
Founder, BrainKraftMarch 21
W/L is a market research tool. It's not a sales performance tool. The goal of W/L is to understand - over a set of sales engagements - why you win, why you lose, who is involved in a buying decision, and how they make that decision.  W/L interviews should occur as quickly after the win or loss as possible, or you begin to lose important details. Salespeople are not the target of a W/L interview. Customers are.  W/L questions are open-ended and designed to flush out behaviors, biases, preferences, and methods. The analysis reveals patterns that are used to improve content, sales tools,...
Savita Kini
Director of Product Management, Speech and Video AI, CiscoJanuary 26
I haven't seen a method per se at my previous companies, but going forward, ideally a internal dashboard, collaborative wiki which has the details of why we won, why we lost would help everyone. I have not seen a good internal collaboration tool which also has a website/wiki kind of look / feel for editing/posts etc. Slack not so good, I am realizing. Linking this to SFDC would also be helpful. Ability to research by segment, region, competition etc. Remember that every region, Win/loss might be for different reasons. 
Willem Maas
President, GrowthVelocity.comJanuary 30
For continuous win/loss insights, consider combining a once-per-year formal win/loss analysis (eg interviews and scorecarding with decision makers) with quarterly win/loss reviews. During the quarterly reviews you're with the sales team, debriefiing on each deal to find win or loss causes. To those reviews, bring as much deal data (prospect demographics, competitive, etc) as you can from your CRM to identify patterns. You act as the voice of the buyer (VOB), providing a counterpoint to the internal perspective, leveraging what you learned during the once/year buyer interviews.
James Winter
VP of Marketing, Spekit
Pat and Sean did a great job answering with some more tactical approaches so I'll be brief with a couple tips.    There are purpose built tools like Inkling that can be a great way to enable massive sales teams, but they require a ton of investment to do well. Webinars and quizzes are things that work well remotely. Salespeople are competitive so use that to your advantage.   If you have a massive sales team, you should also have the budget to get some outside help to help train them. I’d recommend hiring a professional services firm to make sure the training doesn’t consume all of your...
Ryan Sorley
Founder, DoubleCheck ResearchOctober 10
Creating an ongoing w/l analysis program can be exciting. There are many things to consider when building a program. I have outlined three below to get you started.  1. Gain stakeholder buy-in (leaders in marketing, sales, product, competitive)—Reach out to each leader to ask them what they would like to learn through the program. By doing this, you're gaining their buy-in and they become that much more interested in the outcome. 2. Craft an interview guide and online survey—Using the stakeholder input, you can build a few data collection tools that align to their needs. It's important ...
Christine Tran
AVP, Product Marketing, Quantum Metric
This is the situation we're in right now. Our AR program is three years old and it's an ongoing initiative to identify and vet the right analysts, build relationships, and education/inform/influence their research roadmap. Here are a few tactics I'm using: 1. Identify the analysts who (will) write the vendor guides that are relevant to your category. These usually precede a Wave or MQ. 2. Write out your Wave or MQ criteria. Plot out your company and your competitors. Keeping those close to your chest :) Having this formulated and vetted internally can keep you and your e...