This week, Ryan is joined by Jess Iandiorio, Meg Fitzgerald and Ray Grady as they discuss how the C-Suite are using Win-Loss Analysis. From gaining support and including incentives for Sales and Marketing to aligning Win-Loss with business priorities, they share their expertise on running Win-Loss and where it can go wrong.

This episode was taken from the session ‘How the C-Suite are Using Win-Loss Analysis to Improve their Revenue Process’ at Compete Week 2023.

00:00 - Introduction
03:36 - What goes into a great Win-Loss program
06:41 - CRM as a Starting Point
09:16 - Changing CRM Fields
13:14 - Aligning Incentives in the Revenue Team
15:50 - A CEO's Perspective on Win Loss Data Presentation
17:02 - Handling Large Volumes of Deal Data
18:21 - Handling churn data and understanding market perception
19:05 - Advice on Rolling Out a Win Loss Program
21:46 - Avoiding the Pitfall of Unused Win Loss Insights
23:52 - The CEO should lead Win-Loss initiatives
26:19 - Should Product Marketing run Win-Loss?

Learn more about how win-loss and competitive enablement work together:
www.win-loss.com

Check out the Compete Network to find the industry's best competitive content all in one place: https://thecompetenetwork.com/

Sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content: https://klue.com/newsletter

Meg Fitzgerald, Senior Vice President at Insight Partners joins Ryan this week to talk about how Win-Loss can be used for more than just sales… it can direct Brand decisions. They talk about how to measure the ROI of brand investments from using the voice of the customer, voice of your employees and the issues with deficient investment in brand.

Key Moments:

00:00 - Introduction

00:20 - Measuring the ROI of brand investments

06:31 - Are companies deficient in brand investment?

09:22 - Brand investment at different maturity stages

15:06 - How many customers to interview for Win-Loss analysis

17:48 - Resources needed for early stage Win-Loss analysis

21:50 - Difference between early and growth stage Win-Loss analysis

24:59 - Turning Win-Loss data into insights

27:15 - Are Win-Loss insights valuable to board members?

29:43 - Brand measurement for late stage companies

33:47 - Unique vs. generic objectives

36:10 - Not letting AI be a disruptor

Carol Meyers, board chair of Crunchr and Go-to-Market advisor, joins Ryan to talk about her experiences with Win-Loss analysis over her accomplished career. They touch on how to use Win-Loss data to inform when you have a real competitor, how to present Win-Loss at a board meeting and how AI will affect the business landscape for Sales and Marketing.

Key Moments
00:01 - Introduction
00:59 - The importance of Win-Loss analysis
04:35 - Win-Loss programs vs. Win-Loss projects
06:57 - When to go after a competitor
09:01 - Other sources of data to use with Win-Loss
10:40 - Do companies understand the importance of competitive intelligence?
14:01 - Taking action on Win-Loss insights after board meetings
17:10 - What it takes to run a Win-Loss program
20:30 - How AI will affect business and competition
23:10 - How AI will change Sales and Marketing
27:20 - How to start a Win-Loss program

Learn more about how win-loss and competitive enablement work together:
https://klue.com/win-loss

Check out the Compete Network to find the industry's best competitive content all in one place: https://thecompetenetwork.com/

Sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content: https://klue.com/newsletter