How Win-Loss Powers Brand Perception | Meg Fitzgerald
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How Win-Loss Powers Brand Perception | Meg Fitzgerald
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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