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Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014.
Buyer Experience Analysis
The evolution of win/loss
Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014.
Introduction ………………………………………………………………………...……........
Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014.
Why do we (really) win or lose deals?
• What produ...
Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014.
Introduction
Circle of Blame
How most organization...
Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014.
The State of Win/Loss 2013
The Fletcher Group surv...
Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014.
Customer Interviews
Our Process
• Review Existing ...
Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014.
Win/Loss Best Practices
• Conduct equal interviews...
Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. 8
Example Results
An enterprise software maker dis...
Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014.
Deliverables
• Full audit of opportunities from th...
Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014.
About Us
Erik
Krause
With 10+ years of sales and s...
Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014.
Thank You!
Erik Krause
(470) 258-0560
Erik.Krause@...
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Win Loss Analysis Powerpoint- 2015

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Win Loss Analysis Powerpoint- 2015

  1. 1. Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. Buyer Experience Analysis The evolution of win/loss
  2. 2. Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. Introduction ………………………………………………………………………...……........... 2 The State of Win/Loss Analysis 2014 ………………...………............................ 4 Our Process ....…….……………………………………………………………..................... 6 Best Practices …………………………………………….………..……............................. About Us ……............…….…….…………………………………….……………….... 7 7 Table of Contents
  3. 3. Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. Why do we (really) win or lose deals? • What product features matter to our customers (and don’t)? • Which marketing programs are most (and least) effective? • Which competitors should we focus on (and ignore)? Sales People are a great source of raw Intelligence, but they often fall short when it comes to getting the answers you need to make material changes across the organization
  4. 4. Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. Introduction Circle of Blame How most organizations operate: • Less than 18% of companies have a formal Win/Loss analysis program. • When they do- 80%+ rely on the sales team as the sole provider of win loss information. • Most data captured, if any, is quantitative- a choice from a pick list in a CRM system. • Unfortunately when sales does the analysis prospects share the the complete truth only about 40% of the time.
  5. 5. Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. The State of Win/Loss 2013 The Fletcher Group surveyed 160 companies to assess the current state of win/loss analysis Here’s what they found: • Only 28% of companies rated their programs as effective, or highly effective. A full 30% said their programs were not effective. • The most common reason for doing Win/Loss analysis was to develop better positioning and go- to-market strategy. Second was to increase close rate. • Effective programs most commonly receive funding from marketing and senior leadership. • No effective program surveyed uses the sales team to collect information. • Every effective win/loss program surveyed uses both qualitative and quantitative methods to collect information. Not Effective, 30% Moderate ly Effective, 42% Effective or Highly Effective, 28% Companies that implement effective win/loss analysis claim they can improve their win rate by 15-30%.
  6. 6. Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. Customer Interviews Our Process • Review Existing Win/Loss Data- We review your existing reporting to understand where you are. • Stakeholder interviews- What key information is missing from the current reporting.? Are business drivers aligned? • Sales Team Interviews- Salespeople, Sales Engineers are interviewed about specific sales and the sales process. • Opportunity Analysis Survey- We conduct a customer survey based on the information we gather in from the internal interviews. • Customer (Win) Interviews- Best practice ethnographic interviewing techniques are key to discovering why you really win in the marketplace • Lost Opportunity Interviews- Price, Lack of Features, Sales Process, Timing? Why are your prospects not buying from you? Scope & Planning Review Analysis and Recommend- ations Objective Alignment1 Timelines Review existing data and reports Analysis Report Out Stakeholder Interviews Customer Interviews Lost Opportunity Interviews Sales Team Interviews 2 3 4 5 6 7 8 9 Data Gathering Surveys and Interviews 10
  7. 7. Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. Win/Loss Best Practices • Conduct equal interviews between wins and losses. • Conduct interviews within three months of the final decision. • Ensure a non-sales environment. • If a non-sales environment can’t be achieved, outsource to an unbiased outside party. • Compile, compare and present quarterly findings. • Use a metric-based and structured template. • Make the post-decision interview non-discretionary. • Understand that perception is reality.
  8. 8. Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. 8 Example Results An enterprise software maker discovered that the complexity of their contract was extending the sales cycle and causing buyers to choose the competition. We worked with legal to significantly reduce the complexity of the T&Cs which removed the contract as a sales blocker. A regional telecommunications company discovered that their “being local” mattered as much as the technology used. We worked with marketing to feature the local connection in their marketing plan for a new services launch. Sales “exceeded” expectations.
  9. 9. Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. Deliverables • Full audit of opportunities from the trailing quarter. • Custom survey designed and executed. • Custom questionnaire template for interviews. • Marketing program effectiveness analysis. • Anonymized sales performance review. • Summarized competitive intelligence including any pricing, collateral, and contracts gathered. • Customer journey map of the buying process. • Recommendations for increased marketing and sales performance. • Group and team level presentation of results. • All raw data including interview notes. Scope Initial Analysis: 6 weeks Cost: $40,000 Add’l Qtrly Analysis: 3 weeks Cost $ 20,000
  10. 10. Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. About Us Erik Krause With 10+ years of sales and sales management experience coupled with 15+ years of executing market-driven product management and marketing best practices including 2 stints with CRM service providers, Erik is ideally suited to effectively understand your sales process and culture as well how your customers buy from you. His experience with ethnographic interview techniques, combined with deep data skills ensures the analysis will un-earth actionable recommendations that can be used across your organization to measurably improve your ability to meet your sales targets. Get top talent working side-by-side with your team Strong-Bridge is a 150+ person management consulting firm. We help businesses develop and deliver imaginative, yet pragmatic strategies that generate lasting results. Our full range of services are paired with deep industry experience. –Pragmatic Strategy –Experience Design –Product Management –Technical Solutions –Performance Improvement –Program Leadership
  11. 11. Proprietary & Confidential to Strong-Bridge. All Rights Reserved, 2014. Thank You! Erik Krause (470) 258-0560 Erik.Krause@strong-bridge.com Learn more at: www.strong-bridge.com Seattle 545 Andover Park West Suite 215 Seattle, WA 98188 USA (206) 905-4631 info@strong-bridge.com Toronto 2 Bloor Street West Suite 700 Toronto, M4W 3R1 Canada (647) 800-6785 info@strong-bridge.com

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