By Rick Marcet
"Win/Loss studies indicates how each corporation can enhance most sensible and base line functionality by means of systematically shooting the major insights from bargains which were received, misplaced or behind schedule. whereas the booklet talks to choice makers and enterprise strategists, the rules and disciplines explored are aimed toward bridging the circulate of aggressive intelligence among revenues and advertising, concurrently supplying insights and line-of-site to the dynamics affecting enterprise performance"--Provided via publisher. �Read more...
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Additional resources for Win / Loss Reviews: A New Knowledge Model for Competitive Intelligence
There can also be several specialized categories depending on the specialized industries or customer segments that are served. ) that are not normally considered with private sector businesses. , “Your proposal was selected on its cost relative to the value being provided”) or anecdotal through customer conversations or information known to your channel partner. indd 35 5/18/11 9:13:32 AM 36 WIN/ LOSS REVIEWS as he managed the opportunity through the sales stages. One could argue that this of course depends on having a sales organization that is capable of influencing, or at least knowing, how decisions are made and what the buying criteria are.
Several factors contribute to opportunity outcomes, many within our control, and understanding the correlations of these factors leads to actions that reduce risks. • Relying too heavily on personal relationships does not scale and leaves the company vulnerable to strategic risks. • Pricing is a common suspect for losing, but adjusting prices downward also downward-adjusts perceived value. Pricing strategies alone do not necessarily equate to winning more business. • There are multiple approaches for conducting win/loss reviews, but the most commonly overlooked method is that which originates from the front-line sellers.
It is important to note that identifying the categories and factors for any business should be a collaborative effort among the corporate teams, the sales teams, and the marketing/product teams. Factors can differ based on a variety of opportunity criteria but they should be restricted to five or less within any given category for ease of identification and selection. There can also be several specialized categories depending on the specialized industries or customer segments that are served. ) that are not normally considered with private sector businesses.
Win / Loss Reviews: A New Knowledge Model for Competitive Intelligence by Rick Marcet