All related (45)
Jennifer Bui
Director of Product Marketing, Highfive • August 3
I'm currently using Primary Intelligence, they're fantastic! They not only provide consulting services, they have an excellent web tool (Truvoice) to manage your program. 
Eric White
Founder, Revealed • October 11
My firm ( does this type of work for B2B and SaaS companies (Pipedrive, Netgear, VWO for example). Hppy to connect 😊
Dave Kong
Head of Product Marketing, Scale AI • December 17
Highly recommend Brady ( from Aggregate Insights, worked with him before. Very structured process and pretty good at getting a layer or two beneath those standard canned answers to find takeaways that are actionable. Probably easiest to direct message him through Sharebird if interested.
Launa Chavez
Product Marketing Manager, Beeline • December 18
We've had good results with -- I love their interview capability, their reports and they have great account management service. They really take the time and effort to get at the roots of both wins and losses. It's also important to debrief with all sales teams in order to get the value of the intel.
Kristen Ribero
Senior Director of Corporate Marketing, Handshake • July 18
I’ve worked with Diane at dimensional research at a couple different companies - Very thorough and collaborative
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...
Daniel Palay
Head Of Product Marketing, 3Gtms • March 2
Without turning this into a "pitch," I do some of this work, too. Essentially all of my engagements are rooted in some degree of internal and external primary research, though the focus is usually a bit broader than win-loss alone (and usually goes into recommendations on how to leverage the info). Always happy to discuss.
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns, Adobe
I answered this in a similar post - see it here:
Cynthia Van Meir
Director Product Marketing, Benefitfocus • June 9
We work with Ryan and team at Double Check and have really seen a lot of value in the partnership. I really like that they are able to accomodate both a qualitative and quantitative approach. We operate in a very dynamic enviroment undergoing tremendous shifts at the moment, Double Check has been great and adapting to our needs and shwoing flexibility in the ways we can work together.
Katie Levinson
Head of Product Marketing, Handshake
Sure do! I like to start with some qualitative research first to help get at any nuances in messaging, especially across different audience segments. Then, run a survey (max diff is a great technique) to understand what resonates most with your different segments. If you also have the budget and/or time, running your messaging by focus groups is another good option, so you can get a deeper understanding of their reactions and sentiment.
JJ Xia
VP Product Marketing, Zuora • December 18
We used Clozd, and so far they are fantastic. Every interview transcript is immediately available, and they offer a dashboard for us to start visualizing the trends/patterns that emerge from the customer interviews. 
Vikas Bhagat
Director, Head of Product Marketing, Webflow
It really depends on the current understanding of that competitive positioning within my sales team. I usually work with Sales Enablement or frontline Sales Managers to create a bill of materials that would help inform the team on competitive positioning.  Usually this includes but it varies on who I'm tryin to enable (Account executives, leadership, customer success, technical sales engineers, etc..) * Competitive battlecards * Why we win/why we lose messaging + customer stories * Product differentiation deep dive (in partnership with a Sales/Solutions Engineer) * A competitive ...
Dena Nejad
Director of Marketing, Hover • July 18
I used these guys and they were fantastic:
Akshay Kerkar
Head of Marketing, Cloud Enterprise & Platform, Atlassian
The answer really varies by company - I have seen instances of Product Marketing, Product Management, Finance, Biz Ops, and Sales Strategy teams own pricing. In an ideal world, the team that's both tasked with understand your products/market/customers and works closely w/ Sales is the best place to lead pricing initiatives. In most instances, I'd argue that this is Product Marketing. Product Management are important stakeholders in the process (along with teams like Sales and Finance) but since they are not as GTM focused as PMM in most cases I don't think they are in the best position t...
Brady Jensen
Principal, Aggregate Insights • September 25
Most vendors do a good job of win/loss, especially when compared only to what your team is able to do in-house. Garter's research about how flawed win/loss answers are when they come from inside the company is 100% right. However, what I've learned from standing up win/loss at a few different companies is that you want to make sure you trust the elicitation skills of the person actually conducting the interviews. Folks who gather other types of market intelligence and are used to gleaning insights from willing and sometimes unwitting primary sources will often bring home the most insightful...
Jeffrey Vocell
Head of Product Marketing, Narvar | Formerly Iterable, HubSpot, IBM
Great question! I'll start with saying Klue has a phenomenal blog post on this topic I'd encourage you to read. But to your question, most will try to differentiate off features. In most cases this will lead to a conversation about value -- and in a crowded market is really difficult to truly differentiate in this case. There are some tactical things you can pursue to drive differentiation: * Social Proof * Lean-in to aspects of your solution that customers rave about! I've seen this be everythign from the sales team/process, to customer support team, implementation, educatio...
Ryan Sorley
Founder, DoubleCheck Research • October 10
Full disclosure, I work for DoubleCheck Research a full service win/loss firm in Boston just focused on B2B tech. When looking for a win/loss firm, you may want to take into consideration a few things: * Focus—Is the firm truly focused and specialized in win/loss analysis or is win/loss analysis just one of many things they do.  * Track record of success—Who does the win/loss firm have as referenceable clients. * Analysts—Who is conducting the interviews, what is their background and comfort-level with technology. * Methodology—From start to ...
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL, Square
I would start with getting information from Sales first. At Square, I rely very strongly on Account Managers to get a sense for the needs and attitudes of larger merchants. I'll talk to them directly first and then will try to partner up with them on specific conversations to close very specific knowledge gaps. Try to coordinate with your Sales / AM counterparts to make the 30 - 45 minute call with customers productive for everyone.