Win / Loss Reviews E-Book

Rick Marcet

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Serie: Microsoft Executive Circle
• Sprache: Englisch

Seitenzahl: 246

Veröffentlichungsjahr: 2011

Beschreibung

An effective framework for strengthening competitiveness by learning from past deals and applying insights derived from them.

Every sales opportunity, whether won or lost, has useful nuggets of information that can be harvested and used to improve performance. When those pieces of information are aggregated, analyzed and made available for all to use, the organization’s competitive position is greatly enhanced.

• Reveals how to turn field sales teams, a mostly underutilized resource, into net producers of competitive intelligence
• Exposes new and unconventional approaches for gathering and democratizing sales insights for a broad stakeholder audience
• Presents a proven knowledge sharing model that is being adopted by major companies worldwide

Win/Loss Reviews shows how every company can improve top and bottom line performance by systematically capturing the key insights from deals that have been won, lost or delayed.  While the book talks to decision makers and business strategists, the principles and disciplines explored are aimed at bridging the flow of competitive intelligence between sales and marketing, simultaneously providing insights and line-of-site to the dynamics affecting business performance.

Leseprobe

CONTENTS

Preface

Acknowledgments

Chapter 1: Introduction

Trusting Today’s Seller

Listen to the Customer, Too

Driving Scale and Accuracy

A New Approach

Notes

Chapter 2: Win/Loss Reviews and Business Intelligence

A New Knowledge Model

BI Governance

Providers of Self-Service BI

Pocket BI: Intelligence to Go

From BI to Competitive Intelligence

Notes

Chapter 3: Why Do We Win or Lose?

Factors Contributing to Wins and Losses

Is a Win Always a Win?

Narratives Provide Additional Context

Factor Weighting

Do We Learn More from Wins or Losses?

Disengaged Opportunities: What’s the Real Story?

Delayed Deals Benefit from Win/Loss Reviews

Note

Chapter 4: Capturing the Data

Unlocking Tacit Knowledge

Opportunity Details

Outcome Factors

The Narrative

Accommodating Multiple Languages

Note

Chapter 5: Surfacing the Insights

Tactical Insights

Strategic Insights

Summarizing the Information

Accountability for Surfacing Insights

Trends and Statistical Evidence

Note

Chapter 6: Beyond Competitive Insights

Award Programs

Recognition

Marketing Case Studies

Chapter 7: Measuring Process and Outcome Performance

Scale Drives Quantity

Quality Drives Value

Value, Expectations, and Policy

Setting Expectations

Policy Considerations

Measuring Outcome Performance

Chapter 8: Stakeholder and Cultural Considerations

Account Manager

Sales Manager

Product Manager

Marketing Manager

Corporate Leadership

An Emerging Career Skill and Role Requirement

Corporate and Leadership Culture

Culture and Social Networks

Social Media Paradigms

Notes

Chapter 9: Implementing a Win/Loss Review Program

Establishing Business Goals and Objectives

Planning Phase

Elicitation, Documentation, and Review Phase

Gathering Insights from Current Tools, Processes, and Documents

In-Person/Group Input

Concerns and Issues

Consolidation and Publication of Results

Managing Phase

Design, Develop, Implement, and Support

Training and Guidance

Note

Conclusion: A Look Forward

Appendix A: Process Improvement: A Case Study

Background

Problem Statement

Hypothesis

Approach

Define Phase

Voice of the Customer

Stakeholder Analysis

Measure Phase

Analyze Phase

Improve Phase

Control Phase

Results

Note

Appendix B: From the Blogosphere

On Whether Sales Teams or Customer Interviews Provide Most Insights

Effect of Social Networking on Win/Loss Reviews

What Win/Loss Reviews May Reveal Beyond Pricing Issues

Win/Loss Review Process Improvement

Appendix C: Software and Services for Win/Loss Review

Software Solution

Partner Profiles

Glossary

About the Author

Index

Additional praise for Win/Loss Reviews: A New Knowledge Model for Competitive Intelligence

“Gaining actionable and continuous competitive insights from win/loss analysis is key to developing insightful assessments of a company’s strategic opportunities. This is the first book dedicated to providing a complete framework for win/loss reviews, with the added bonus of being written from the practitioner’s perspective. It should be a part of any serious competitive intelligence library.”

—Ken Garrison, CEO, Strategic and Competitive Intelligence Professionals (SCIP)

“Suddenly the lights came on! In Win/Loss Reviews, Rick manages to integrate sales and CI practitioner perspectives in such a complementary manner that this easy-to-read text expertly combines theory and practical execution for a step change in both sales and competitive performance.”

—Andrew Beurschgens, Head, Market and Competitive Intelligence, Everything Everywhere Ltd.

“Winning in sales is all about taking the right action in support of the right opportunity at the right time. Win/Loss Reviews provides an effective method to illuminate these critical decisions in real time! No one should enter the competitive sales arena without this essential discipline.”

—Paul H. Elliott, PhD, President, Exemplary Performance

“The ability to get to the ‘why’ around opportunity outcomes is critical to any organization that is seeking to learn from their past and present deals in order to impact future performance. In Win/Loss Reviews Rick creates an effective and compelling method to bridge information and feedback flow between sales and marketing and gives empirical evidence upon which to make sound business decisions. This methodology should be the cornerstone for any organization willing to look in the mirror, face truths, and promote the proliferation of knowledge.”

—Bill Gang, Senior Sales Manager (Pharmaceutical), Novo Nordisk

“This is a thought-provoking insight that provides us with a major weapon that any sales-oriented organization ought to have in its arsenal. Win/Loss Reviews is one of the best ideas I have come across in sales management in my 25-year consulting career. It provides a solid basis for a practical solution to overcoming the all-too-customary field argument that deals are only lost because of price.”

—Barry I. Deutsch, Chief Consultant (Finance Industry), Kotler Marketing Group

Copyright © 2011 by Rick Marcet. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Marcet, Rick.

Win/loss reviews: a new knowledge model for competitive intelligence / Rick Marcet.

p. cm.—(The executive leadership series)

Includes index.

ISBN 978-1-118-00741-9 (hardback); ISBN 978-1-118-10258-9 (ebk); ISBN 978-1-118-10259-6 (ebk); ISBN 978-1-118-10260-2 (ebk)

1. Marketing—Evaluation. 2. Business intelligence. 3. Strategic planning. 4. Competition. I. Title.

HF5415.13.M3437 2011

658.4'038—dc22 2011012028

ABOUT THE EXECUTIVE LEADERSHIP SERIES

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Titles in the Executive Leadership Series:

The Think Factory: Managing Today’s Most Precious Resource: People! by Susan D. Conway, 2006

Rules to Break and Laws to Follow: How Your Business Can Beat the Crisis of Short-Termism by Don Peppers & Martha Rogers, 2008

Generation Blend: Managing Across the Technology Age Gap by Rob Salkowitz, 2008

Uniting the Virtual Workforce by Karen Sobel Lojeski & Richard Reilly, 2008

Drive Business Performance: Enabling a Culture of Intelligent Execution by Bruno Aziza & Joey Fitts, 2008

Listening to the Future: Why It’s Everybody’s Business by Daniel W. Rasmus with Rob Salkowitz, 2008

Business Agility: Sustainable Prosperity in a Relentlessly Competitive World by Michael Hugos, 2009

Strategic Project Portfolio Management: Enabling a Productive Organization by Simon Moore, 2009

Leading the Virtual Workforce by Karen Sobel Lojeski & Richard Reilly, 2009

Young World Rising: How Youth Technology and Entrepreneurship Are Changing the World from the Bottom Up by Rob Salkowitz, 2010

Agility: Competing and Winning in a Tech-Savvy Marketplace by Mark Mueller-Eberstein, 2010

Technology at the Margins: How IT Meets the Needs of Emerging Markets by Sailesh Chutani, Jessica Rothenberg Aalami, & Akhtar Badshah, 2010

For my lovely wife, Lisa, and my beautiful daughters, Michelle and Christine.

PREFACE

Globally successful organizations recognize that, indeed, only one asset grows more valuable as it is used—the knowledge skills of people. Unlike machinery that gradually wears out, materials that become depleted, patents and copyrights that grow obsolete, and trademarks that lose their ability to comfort, the knowledge and insights that come from the learning of employees actually increase in value when used and practiced.

—M. J. Margquardt, The Global Advantage1

This book is about tapping into one of the most underutilized sources of business intelligence—the collective knowledge to be gained from reviewing the opportunities that have reached the final decision stage of your sales processes. Simply put, these are opportunities that an organization has won or lost. It is also about the least leveraged creators of this knowledge: the . And it’s about how technology and social media are enabling actionable intelligence to proliferate on many devices and form factors and across a broad set of stakeholders.