Brady Jensen

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 insigh ...Read More

Something like Talkwalker Alerts is free like Google Alerts and much more flexible. If you are ready to get serious, something like Crayon from Ellie (above) or Kompyte can be helpful.  That said, I've found that in tech it's often a problem of too much information and a noise over signal problem. There is something inherent to tech that requires a lot of information sharing in order to run the business. The near constant self promotion often requires sharing roadmaps, updating documentation, co ...Read More

If you aren't partnering with sales, and seeking meaningful feedback from a number of the highest performing reps and sales leaders, I think it's impossible you will get it right. You need to ask sales what they need to know to feel confident. I'm convinced that competitive intelligence as a sales resource is as much about instilling confidence in sales as it is with informing any specific deal strategy.  That confidence comes from being able to anticipate the landmines their competitor will pla ...Read More

I did win/loss in-house for years, and again for the last 8 years as a service provider. When done right (i.e., true qualitative research with clear insights and implications for the business), win/loss is one of the fastest pathways to consistent PMM engagement with their ELT. It allows you to be the voice of the prospect in a way that no other method I'm aware of can. The ELT isn't super interested in adding opinions to the circle, but they go crazy for truly insightful perspectives of their a ...Read More