Win Loss Analysis: How to Strengthen Your Sales Effectiveness

The Win Loss Analysis Workshop will provide delegates with a solid understanding of Win Loss Programmes, including how to set up and administer world class Win Loss initiatives that increase win rates and provide a deeper understanding of buyers.

The Workshop will utilise videos, online demonstrations, case studies, and interactive small group exercises to ensure delegates learn fundamental Win Loss concepts in a dynamic learning environment.

On Day 1 of the Workshop, delegates will be introduced to the concept of Win Loss Analysis, including understanding key elements of the Win Loss process and the framework Primary Intelligence utilises to ensure Win Loss programme success.

Day 2 will begin with a discussion of strategic and tactical considerations for setting up and running world class Win Loss programmes, including programme goals, the importance of stakeholder support, and mandatory versus voluntary programme participation. Day 2 will also include presentations and discussions of key Win Loss concepts, along with strategic and tactical recommendations for Win Loss best practices. The Workshop will conclude with participant-led discussions of the most effective ways to address Win Loss challenges that were shared by delegates on Day 1.

What will you learn:

• Understand key Win Loss concepts and why they’re important to programme success.

• Implement and run Win Loss programmes, including strategic and tactical considerations when initiating and managing Win Loss initiatives.

• Identify common mistakes when undertaking Win Loss initiatives—and how to avoid them.

• Leverage the long-term advantages and transformative results of Win Loss programmes.

• Gain a deep understanding of strategic and tactical Win Loss concepts.

• Appreciate key elements of world class Win Loss initiatives.

• Learn how to set up and effectively administer Win Loss programmes.

• Master concepts through the use of videos, online demonstrations, case studies, and hands-on exercises.

• Receive personalised assistance in resolving Win Loss challenges delegates’ organisations are facing today.

• Vice President or Director of Sales
• Sales Support Director/Manager
• Sales Enablement Director/Manager
• Field Enablement Director/Manager
• Strategic Account Manager
• Vice President or Director, Marketing
• Vice President or Director, Product Marketing
• Chief Marketing Office (CMO)
• Chief Operations Officer (COO)
• Director of Operations
• Chief Strategy Officer
• Chief Executive Officer
• Chief Customer Officer

Carolyn Galvin

Director of Industry Insights, Primary Intelligence

As Director of Industry Insights, Carolyn Galvin is responsible for analysing aggregate data to understand best practices and root cause issues surrounding Win Loss and Customer Experience programmes. Utilising primary source research and secondary information, Carolyn produces syndicated and custom client reports that help to illustrate best practices and benchmarking metrics. Prior to her current role, Carolyn served as a Programme Consultant at Primary Intelligence since 2013, with direct responsibility for customers’ Win Loss and Customer Experience programmes.

Carolyn has nearly 20 years of market research, customer satisfaction, and competitive intelligence experience working for large corporations and research agencies, including Alcatel-Lucent, Juniper Networks, and Frost & Sullivan. Early in her career, Carolyn worked as an Intelligence Officer in the US intelligence community. Prior to joining Primary Intelligence, Carolyn owned her own consulting firm, where she provided custom and syndicated research to clients worldwide on disruptive IT and telecommunications technologies.

Carolyn has two master’s degrees, one from the Thunderbird School of Global Management and a second from Georgetown University. She earned her bachelor’s degree from Hood College in Maryland. Carolyn has also taken advanced Competitive Intelligence, Strategic Planning, and Strategic Marketing courses at the California Institute of Technology, as well as Digital Marketing classes at the University of Illinois, Urbana-Champaign. Since 2007, Carolyn has taught online global business and management classes part-time at the University of Maryland.

CASE STUDIES | PRACTICAL EXERCISES | VIDEO |ONLINE DEMONSTATION

• Case Studies: The Workshop will include three case studies to illustrate key concepts surrounding Win Loss programmes. The Case Studies will focus on companies in the Financial Services, Technology, and Healthcare industries. The Case Study discussions will be highly interactive so as to produce the maximum learning outcomes.
• Practical Exercises: The Workshop will include a nearly 2-hour session in which delegates will break into small groups to discuss and diagnose key issues in Win Loss scenarios. Group delegates will be asked to construct a presentation highlighting key details from their analysed opportunity, including:
  • Opportunity background
  • Key vendor selection and non-selection reasons
  • Vendor strengths and weaknesses
  • Key performance indicators
  • Discussion points and required follow-up action items
• Videos: Videos will be used throughout the 2-day workshop to highlight key concepts and offer stories, anecdotes, and best practices in Win Loss Analysis.
• Online Demonstration: The Workshop will include a demonstration of the Primary Intelligence Win Loss Toolkit, including ways in which interactive software can help marketing and sales managers better understand why they’re winning and losing in competitive sales opportunities. This discussion will focus on key reporting elements of world class Win Loss programmes, whether the Win Loss initiative is being done in-house with internal staff or through the use of a third party provider.

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Industry Insight 1.0 : 4 Ws’ and 1H of Win Loss Analysis

WHAT is Win Loss Analysis?

• Win Loss Analysis teaches you how to win more deals by studying/ analysing past deals. It helps you to detect problem, understand the market and stay close to the completion by listening to buyers and sellers.
• Win Analysis explains clearly how buyers buy while loss analysis tells you why they don’t buy from you. Win loss analysis is on the most important success measurement.

WHY Win Loss Analysis?

• Helps you to identify why you WON or LOST
• Avoid superficial reasons provided by the client or the sales representatives on the decision reached.
• Helps you see overall market opportunities and analyse the consumers’ patterns/ trends

WHO should own the responsibility for Win Loss Analysis?

• Sales Management / Sales Operations team. It really depends on company’s sales culture. While most companies will assign to the sales team, it is encouraged to assign Win Loss Analysis to the sales management or sales operations team. Reason being, the sales team will least likely to hear negative feedback form the client.
• Marketing team. Marketing team tend to evaluate a market’s opportunities. They will look for patterns of behaviours that result in better sales closing, better communication strategies and stronger competitive positioning.
• Competitive Intelligence team. This team often take responsibility for win loss analysis. They tend to take into consideration product, marketing and sales capabilities
• Creating a Win Loss team. Organisation can consider creating a Win Loss department that consist of representatives from each functional area. This will make sure everyone from different product teams is involved and has ownership at some level.

WHAT can you gain from Win Loss Analysis?

• Superior competitive edge for company
• Better decision for product and portfolio
• Greater precision in marketing
• Increased win rates in sales

HOW is Win Loss Analysis beneficial?

• Win Loss Analysis helps your organisation to look at overall market opportunities and patterns rather than individual opportunities.

Industry Insights 2.0 : Touchpoints In The Life Of A Customer Relationship

 There are multiple touchpoints in the life of a customer relationship, with each touchpoint stand a chance to win or lose business. While it is good to win a one-time deal; what we want is to win the customer for a lifetime.

1. During the sale

Most common touchpoint. This is the stage where you will find out why did the customers did/ did not make the purchase, key features and benefits of your products that make/break the sale.

2. After the sale

The most common touchpoint. This is the phase where you will learn the about key features/ benefits of your products/ services that make/ break a sale.

3.  After the initial deployment

This phase provides insights on acceptance criteria, how the support and services team performed and initial feedback from users.

4.  After full-scale deployment

This touchpoint consists of deep insights from "regular" customers. Here, you will find out the most insightful feedback about your products/ services.

5.  Before contract renewal

 When a customer renews your product/ service, it is a good opportunity for them to evaluate and give feedback. It is best to contact your customer 6 months before renewal to understand their satisfaction with your product/ service.

*Credit: Primary Intelligence