Competitive Intelligence
Sales and Marketing Intelligence
Sales and marketing are some of the best sources of CI, and are often overlooked. Let's share stories and best practices.
Excellent Article: Knowing Why You Lose Won’t Always Help You Win: Sales and Marketing Intelligence
I recently came across an article written by Allen Armstrong, that I want to share with the Sales and Marketing Group.
It questions the focus of many Win-Loss Programs (which are in general to much focussed on the loss part) and gives some food for thought for improving the current setup.
Enjoy reading!
http://www.pragmaticmarketing.com/publications/newsletter/knowing-w...
Babette Bensoussan
Good reminder. Thanks for sharing.
May 27, 2012
Jafni Noor
Thanks for sharing Mr. Johannes..
May 27, 2012
Ellen Naylor
It's funny how conducting win loss analysis really doesn't change over time. I was just re-reading this article in a new vein since I am writing a book on how to conduct win loss analysis. I liked the perspective of including win and loss interviews that Allen suggests in his article.
What I am learning is win loss analysis' best ROI is to help Sales retain more business. It's much cheaper to retain business than to gain it, although winning new business sure is exciting and sexy.
Just for fun, I wrote a blog on 20 reasons to do win loss analysis. Since then I have thought of so many more going through my case studies and those of other consulting firms. Win loss analysis is a creative process as long as you ask and probe more deeply on those open ended questions. Trusting your intuition is a key interviewing skill, and it comes in handy in win loss interviews.
Aug 4, 2014