“Win/Loss is a garbage-in, garbage-out exercise. There needs to be careful curation and vetting of the information in the program. Otherwise, information is going to be unreliable at best and misleading it worst.”
Not every win-loss program is the same. So how do you build the right one for your company? In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews two win/loss experts from Anova Consulting: Zach Golden, director of client management, and Will Young, senior research analyst. Anova Consulting is a market-leading win/loss analysis firm. They build win/loss programs by combining technology with high-tough professional services and consulting.
- The importance of getting strategic alignment before starting a win/loss program
- When is it appropriate to use open-ended or leading questions
- How to leverage data and then go beyond the data by bringing together cross-functional teams
- Determining how many win/loss interviews are sufficient for gathering insights
Here are Anova’s latest articles:
Win/Loss: A Tool Used to Identify Your Company’s Distinctive Competencies
Going Beyond Win/Loss Data
There is a new course update to Market.
This course helps you gain a thorough understanding of your buyers and how they like to buy so, you can build the product marketing strategies that deliver results.