Ryan Sorley

Real time competitive insight direct from buyers. Easy way to collect this information is via a win/loss interviews. Simply ask questions regarding who else they considered and why. Dig into areas such as brand, product, sales experience, pricing, culture. Sales teams always perk up when the data has been collected from the very buyers they are selling to. It gives them a strong frame of reference for how the market views their solution versus the competitition. It also may help to shed light on ...Read More

Full disclosure, I work for DoubleCheck Research http://www.doublecheckresearch.com 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 the ...Read More

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 stakeholde ...Read More

Consider creating a pre-interview online survey and sharing with the interviewee prior to the interview. Done well, this will help you collect a ton of structured data over time so that you can conduct trends analysis. Their response to the survey will help you quickly identify where to probe during the interview. As an example, they may have selected you but scored the salesperson very low in a number of areas.  Build an interview guide so that you're consistenly asking the same general questio ...Read More