Product Management Essay

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Welcome to the BPMA October Event
Win/Loss Analysis: Not Just For Salespeople Anymore

Presenter: Steve Johnson Chief Marketing Officer, Primary Intelligence www.bostonproducts.org Win Loss Analysis: Not just for sales
Steven Johnson Twitter @sjohnson717 sjohnson@primary-intel.com http://www.primary-intel.com/blog

Sound familiar?
“We’re losing deals and we don’t know why.”  “We’re winning deals and we don’t know why.”  “Is our product bad? Or our promotion? Or our sales reps? Or our reputation? We just don’t know.”  “What are our competitors doing?”  “We are making decisions every day based on opinions.”


The Wheel of Blame
4

Sales people say it’s product and price  Product and marketing people say it isn’t  Executives don’t know who’s right


Can you answer these questions?
Why do we (really) win and 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)?


Which research methods do you employ?
Web surveys  Analyst research  Phone interviews  Customer advisory boards  Onsite customer visits


Traditional view of research

“Real” research

Who isn’t the buyer?

Our sales guy

Our marketing lead

Our best developer

Buyers in the complex sale

Functional buyer Decision Maker

Technical Reviewer

“Coach”
For more, see Strategic Selling, Miller, Heiman

Which provides the best insights?
Web surveys  Analyst research  Phone interviews  Customer advisory boards  Onsite customer visits


Typical research methods

Onsite Observation Customer Advisory

Cost of discovery
Analyst report Web Survey

Phone Discussion

Depth of insight

Our approach

Onsite Observation Customer Advisory

Cost of discovery
Analyst report Web Survey

Phone Discussion

Depth of insight

“

10 discussions are better than 1,000 survey responses.

”

Steve Johnson

10 questions
Overall, what do you think of our products? How well did our product capabilities meet your expectation? How would you characterize the completeness of our portfolio? Does future direction factor into your decisions? Has anyone shared a roadmap of company strategies? What marketing messages resonated during the buying process? What marketing tools are most
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