Tactical, Operational & Strategic Analysis of Markets, Competitors & Industries
There are so many reasons to conduct win loss analysis, yet most companies don't do it. And the minority that do it, don't take action based on their customer's input. What has been your experience with this tactical form of CI analysis?
At this year's SLA, the Ask the Expert Panel, identified three types of win loss processes:
1. Develop your win loss in-house and have your marketing people conduct and analyze the results
2. Develop your win loss with outside help, and conduct your own win/loss interviews and analysis
3. Develop your win loss with outside help, and have a neutral party conduct the interviews and do the analysis or split it up among yourselves. One suggestion: conduct your win interviews and have an outsider conduct the loss interviews.
What methodology do you prefer? Why?
Lastly do you prefer to share your company's name when conducting win/loss interviews or do you prefer to keep it a secret? What do you see and the plusses and minuses of each method?