implementing a win/loss intelligence program
TRANSCRIPT
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Implementing a Win Loss Intelligence Program
Implementing a Win Loss Intelligence Program
Primary Research CX/CI Experts
www.market-awareness.com
Monthly Intelligence Webinar Series:
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Implementing a Win Loss Intelligence Program
VoiceoftheBusinessAcademy.com
• On-demand courses and roadmaps
• Accreditation and certification
• “How” in addition to “why”
• Templates to implement in your organization
• Created by professionals who have implemented in the real-world
• Organizations can select courses to create their own training programs
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Implementing a Win Loss Intelligence Program
Monthly CX/CI Webinar Series:
Implementing a Win/Loss Intelligence Program
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Implementing a Win/Loss Intelligence Program
You’ll Learn:
• Implementing a baseline where the data is strategic, unbiased, measurable,
actionable and repeatable
• Focused on allowing you to implement the program
• Provide a unified view of buyer intelligence (perceived strengths and
weaknesses)
• No longer have to “assume” where your organizational should be focusing
on strategically
• Manage your own Customer Experience (CX)
Implementing a Win Loss Intelligence Program
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What We’ll Be Covering in the Webinar
• What comprises a win/loss program
• Sample size selection
• Program credibility issues
• Proper measuring scale
• Human-to-human intelligence
• Quantitative and qualitative intelligence
• Methodology phases
• Methodology tasks
Implementing a Win Loss Intelligence Program
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One Quick Definition
When we use the word “sample” – we’re referring to your existing customers or lost prospects
Implementing a Win Loss Intelligence Program
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What is a Win/Loss Intelligence Program
1. Reveals intelligence on your perceived strengths and weaknesses
2. Reveals buying habits, challenges and adoption rates of your offerings,
competitor advantages
Why do it…?
By-product of doing a win/loss program...?
1. Increasing your existing customer retention rates
2. Improving your win-rate
Implementing a Win Loss Intelligence Program
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Benefits of a Win/Loss Intelligence Program
• Understanding why your buyers buy
• Organizational perceived strengths and weaknesses
• Salespeople strengths and weaknesses
• Product strengths and weakness
• Delivery strengths and weaknesses
• Brand and marketing strengths and weaknesses
• Qualitative and quantitative feedback
• Ability to perform predictive analytics
• Strategic direction for executives
• Tactical direction for managers
• Competitor comparisons
• Continuous tracking of organizational changes
• Ability to constantly prioritize gaps
• Ability to stop guessing which areas to focus on
• Etc etc etc...!
Implementing a Win Loss Intelligence Program
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Aligning Your Organization
Implementing a Win Loss Intelligence Program
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Aligning Your Organization
Implementing a Win Loss Intelligence Program
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All Methodology Phases & Tasks
Implementing a Win Loss Intelligence Program
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Just Methodology Phases
Implementing a Win Loss Intelligence Program
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Methodology Phase: Kickoff
Implementing a Win Loss Intelligence Program
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Methodology Phase: Kickoff
Implementing a Win Loss Intelligence Program
Task 00.1: Win/Loss Project Agreed To
• Assigned and manage
• Understand all phases and tasks
• Communicates with primary stakeholders
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Methodology Phase: Kickoff
Implementing a Win Loss Intelligence Program
Task 00.2: Identify Primary Internal Roles
• Who receives information and intelligence
• Link those people to specific KPI’s
• Dissemination of data and intelligence
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Methodology Phase: Kickoff
Implementing a Win Loss Intelligence Program
Task 00.3: Prepare Internal Kickoff Presentation
• Kickoff meeting scheduled
• What is planned to be accomplished
• Setting expectations
• Next steps are communicated
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Methodology Phase: Kickoff
Implementing a Win Loss Intelligence Program
Task 00.4 & 00.5: Sample Spreadsheet
• Criteria defined for selecting samples
• Selection process agreed to
• Select double the amount of samples
• Existing customers and lost prospects
• Multiple contacts per sample (more the better)
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Methodology Phase: Kickoff
Implementing a Win Loss Intelligence Program
Task 00.6: Kickoff Presentation
• Bring everyone together
• Communicate how samples were selected
• Schedule
• How people will be updated on project milestones
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Methodology Phase: Kickoff
Implementing a Win Loss Intelligence Program
Task 00.7: Draft Salesrep Introduction Email
• For the primary salesrep for each selected sample in your spreadsheet
• Draft email text to schedule quick discussion regarding their sample – word carefully – communicate that it is for the overall organization
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Methodology Phase: Kickoff
Implementing a Win Loss Intelligence Program
Task 00.8: Schedule Salesrep Sample Review
• Email to schedule quick discussion regarding sample with each salesrep in your spreadsheet
• Have a discussion regarding each specific sample they were primarily responsible for
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Methodology Phase: Kickoff
Implementing a Win Loss Intelligence Program
Yield Sign: One
• All samples and sample contacts identified
• Agree on samples and internal contacts – no going back – will be scheduling in next phase
• All prior tasks completed and agreed upon
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Methodology Phase: Kickoff
Implementing a Win Loss Intelligence Program
Black Circle: A
• Next phase can’t start until roles and discussion with primary stakeholders done
• Everything locked in and agreed upon
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Methodology Phase: Discovery
Implementing a Win Loss Intelligence Program
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Methodology Phase: Discovery
Implementing a Win Loss Intelligence Program
Task 10.1: Finalize Samples and Sample Contacts
• Include any information to sample spreadsheet based on the detailed conversations with salesreps
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Methodology Phase: Discovery
Implementing a Win Loss Intelligence Program
Task 10.2: Define Measurement Scale
• Measuring scale defined (recommend 0 to 10)
• Two scores (score your firm and value score)
• 0 = poor, 10 = excellent
• 0 = not valuable, 10 = very valuable
• Expectation gap score formula
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Methodology Phase: Discovery
Implementing a Win Loss Intelligence Program
Task 10.3: Key Performance Indices (KPI’s)
• Measurable KPI’s are generated to capture
qualitative and quantitative data
• Template with this course to provide some
examples
• Create follow-up questions based on if samples
provide a low or high score
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Methodology Phase: Discovery
Implementing a Win Loss Intelligence Program
Task 10.5: Create Custom Questions
• Custom questions from the salesrep detailed
discussions with salesreps – would be unique for
each specific sample
• Contained in a document and ready for when
sample contacts are scheduled
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Methodology Phase: Discovery
Implementing a Win Loss Intelligence Program
Task 10.6: Email Salesrep Internal Score Document
• Primary salesrep provides scores for each of the
KPI questions that each sample will be asked
• Understand salesrep’s expectations
• Will use their score later for comparison with a
sample
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Methodology Phase: Discovery
Implementing a Win Loss Intelligence Program
Task 10.7: Executive Email Sent to Sample Contacts
• Executive sends email to each sample contact
individually
• Coveys needing input and that it is a strategic
initiative on behalf of your organization
• Person contacting samples would be cc’d on the
email since the executive email references them
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Methodology Phase: Discovery
Implementing a Win Loss Intelligence Program
Task 10.8: Contact Emails/Calls Defined
• Email & Phone contact templates created – used
for each sample contact
• A plan created for different emails and phone
messages based on having to contact each
sample many times until they respond
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Methodology Phase: Discovery
Implementing a Win Loss Intelligence Program
Yield Sign: • All KPI’s defined
• Consistent measuring scale
• Call scripts created
• Executive email sent out
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Methodology Phase: Discovery
Implementing a Win Loss Intelligence Program
Black Circle: B • All discovery phase tasks done
• One chance to make a first impression with sample
contacts – make sure you plan for it
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Methodology Phase: Analyze
Implementing a Win Loss Intelligence Program
Task 20.1: Emails/Calls to Schedule Meetings
• Using email and phone templates
• Give samples time to get the executive email
• Forward executive email you were copied on
to the sample – with your email template text
in your email (then they’ll see the executive
email again – and recall that you are doing
this)
• There will be sample contacts that decline
• Downplay the amount of time needed
• Each call can take between 15 and 50
minutes
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Methodology Phase: Analyze
Implementing a Win Loss Intelligence Program
Task 20.2: Set up Gotomeeting
• Allows common call-in number
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Methodology Phase: Analyze
Implementing a Win Loss Intelligence Program
Task 20.3: Email Sample “Reminder” Email
• Send sample contact a reminder 5 minutes
prior to scheduled gotomeeting call
• Make it as easy as possible – and not
exchange a bunch of emails
• Each email they’re less likely to respond
• Never miss one of your scheduled calls
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Methodology Phase: Analyze
Implementing a Win Loss Intelligence Program
Task 20.4: Call with Sample Contact
• Thank them for taking the time
• Inform them you are recording to capture all
input from them – or take notes manually
• Calls will get easier the more you do
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Methodology Phase: Analyze
Implementing a Win Loss Intelligence Program
Task 20.5: Capture all Information
• Be efficient
• Realize trends from other calls – do more
questioning
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Methodology Phase: Analyze
Implementing a Win Loss Intelligence Program
Task 20.6: “Thank You” Email Sent
• Respect their time and input
• Close the loop
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Methodology Phase: Analyze
Implementing a Win Loss Intelligence Program
Task 20.7: Turn Information Into Intelligence
• Another course: “Turning Information into Intelligence”
• Based on the measurable scores you obtained
for the KPI’s
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Methodology Phase: Analyze
Implementing a Win Loss Intelligence Program
Task 20.7: Turn Information Into Intelligence
• Another course: “Turning Information into Intelligence”
• Based on the measurable scores you obtained
for the KPI’s
• Example
• Expectation Gap Score calculation
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Methodology Phase: Analyze
Implementing a Win Loss Intelligence Program
Task 20.8: Predictive Analytics Determined
• Combine several KPI’s
• Example
• Ability to predict future outcomes (in-jeopardy customers, lost prospects that should be re-engaged, etc.)
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Methodology Phase: Analyze
Implementing a Win Loss Intelligence Program
Task 20.9: Impact Analysis Report
• Create impact analysis reports for each organizational area
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Methodology Phase: Analyze
Implementing a Win Loss Intelligence Program
Task 20.10: Updated Tracking Spreadsheet
• Critical to constantly update your contact tracking spreadsheet after almost every call
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Methodology Phase: Documentation
Implementing a Win Loss Intelligence Program
Documentation Phase
• Document
• Analyze
• Themes emerge
• Generating a deliverable
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Methodology Phase: Documentation
Implementing a Win Loss Intelligence Program
Task 30.1: Populate Deliverable
• Qualitative and quantitative
• Scores and quotes
• Populate your deliverable template
• Can be lengthy depending on number of sample contacts you had a discussion with
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Methodology Phase: Documentation
Implementing a Win Loss Intelligence Program
Task 30.2: Themes and Trends Identified
• Themes will be the things that the numbers don’t draw out as being obvious
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Methodology Phase: Documentation
Implementing a Win Loss Intelligence Program
Task 30.3: Spellcheck Deliverable
• Spellcheck by someone other than who created it
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Methodology Phase: Documentation
Implementing a Win Loss Intelligence Program
Task 30.4: Plus Minus Gap
• Create a consolidated grid of KPI scores obtained
• Average each sample’s contacts – provides an overall score
• Identifies top perceived strengths and weaknesses
• This will provide one of the most important aspects of your project
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Methodology Phase: Documentation
Implementing a Win Loss Intelligence Program
Task 30.5: Identify Valuable Samples
• Sort plus/minus grid based on the sample value scores
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Methodology Phase: Documentation
Implementing a Win Loss Intelligence Program
Task 30.6: Theme Recommendations
• Important to list out your recommendations to the themes that were uncovered
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Methodology Phase: Documentation
Implementing a Win Loss Intelligence Program
Task 30.7: Sample Specific Intelligence
• There will be unique things that happened with each sample – keep track of those – capture it
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Methodology Phase: Documentation
Implementing a Win Loss Intelligence Program
Task 30.8: Averaged Intelligence
• Average all sample scores
• Look for trends of scores
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Methodology Phase: Presentation
Implementing a Win Loss Intelligence Program
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Methodology Phase: Presentation
Implementing a Win Loss Intelligence Program
Task 40.1: Prepare Executive Presentation
• Prepare executive presentation
• Identify process, steps, and how you obtained the information – and converted into intelligence
• Be prepared for tough questions
• Summarize – get to the point
• Executives are “strategic” – don’t drop down too much (but be willing to explain if they ask)
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Methodology Phase: Presentation
Implementing a Win Loss Intelligence Program
Task 40.2: Schedule Primary Internal Scores
• Primary owners are communicated with regarding the information and intelligence for their areas
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Methodology Phase: Presentation
Implementing a Win Loss Intelligence Program
Task 40.3: Review Observations & Next Steps
• They will want to know what you think the next steps should be based on the observations
• Capture additional questions to be baked into future question sets for each sample
• KPI’s are captures once – else cannot compare those KPI’s with original scores
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Methodology Phase: Presentation
Implementing a Win Loss Intelligence Program
Task 40.4: Close Loop with Samples
• Absolutely critical – close the loop with each sample (they want to know that they helped and that you value their input)
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Methodology Phase: Presentation
Implementing a Win Loss Intelligence Program
Intelligence Repository
• All documentation maintained in a repository
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All Methodology Phases and Tasks
Implementing a Win Loss Intelligence Program
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High Level Timeline and Overlap of Phases
Implementing a Win Loss Intelligence Program
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Where Does Your Organization Fit
Implementing a Win Loss Intelligence Program
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Webinar Conclusion
Implementing a Win Loss Intelligence Program
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Implementing a Win Loss Intelligence Program
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