Willem Maas

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/los...

Feedback from champions in recent deals can be helpful here, too. When was it hard to make the case internally to switch to your product? How did any competitors in the ...

For a current feature, I'd ask your customer about using it in a recent time period (eg last month or last week). How many times in that span? How did she use it, or even...

@Vishal Naik I agree! In a former life as a B2B product manager, I struggled to get useful input on the needs of new buyers. Most of my time and attention was spent enhan...