One practice we had to inform competitive positioning strategy and enablement was analysing Closed Lost reasons in deals where we lost to a competitor. Here's an example (sorry some details need to remain high level): We did a CL analysis and saw we were losing to our competitor for 1 of 3 reasons - a unique feature they had, pricing, and brand awareness/loyalty. We then partnered with Account Managers and CS to find customers who had used us and the competition. We did customer interviews to g ...Read More
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