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

"Companies that optimize their processes and use available technologies outperform their competitors. Win/Loss Reviews beautifully illustrates the capability of integrating information and process flow between sales, marketing, and business leadership." —Mark Mueller–Eberstein, CEO, Adgetec Corp., bestselling author of Agility and coauthor of No Fear "This win–loss framework provides an invaluable bridge between sales, product groups, and marketing. Implemented effectively, it is a finger on the pulse of the sales motion and provides direct line–of–sight visibility of sales activities to all departments chartered with refining the sales strategy."—Emeline C. Espinet, Senior Director, Cloud App Delivery Group, Citrix Systems, Inc. "A key organizational enabler of most successful strategic account management organizations is the facilitation and encouragement of efficient knowledge exchanges amongst account managers. Rick Marcet′s book, Win/Loss Reviews: A New Knowledge Model for Competitive Intelligence, is a great source of best practices on the subject and focuses on the audience that needs it most: the front lines."—Bernard Quancard, President and CEO, Strategic Account Management Association "Learn how to gather actionable sales intelligence by applying Rick Marcet′s groundbreaking win/loss model that feeds DIRECTLY from the sales force in real time! This is a revolutionary win/loss process upgrade that is a must–read for ALL competitive intelligence and marketing professionals." —Ellen Naylor, President and CEO, Business Intelligence Source "This book shines light on an important source of intelligence that is often overlooked or ignored by most sales organizations to consistently and systematically improve sales."—David Marcum, coauthor of Egonomics and cofounder of G5 Leadership

Preface. Acknowledgements. Chapter 1 Introduction. Trusting Today′s Seller. Listen to the Customer, Too. Driving Scale and Accuracy. A New Approach. Summary. 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. Summary. 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. Summary. Chapter 4 Capturing the Data. Unlocking Tacit Knowledge. Opportunity Details. Outcome Factors. The Narrative. Accommodating Multiple Languages. Summary. Chapter 5 Surfacing the Insights. Tactical Insights. Strategic Insights. Summarizing the Information. Accountability for Surfacing Insights. Trends and Statistical Evidence. Summary. Chapter 6 Beyond Competitive Insights. Award Programs. Recognition. Marketing Case Studies. Summary. Chapter 7 Measuring Process and Outcome Performance. Scale Drives Quantity. Quality Drives Value. Value, Expectations, and Policy. Setting Expectations. Policy Considerations. Measuring Outcome Performance. Summary. Chapter 8 Stakeholder and Cultural Considerations. Account Manager. Sales Manager. An Emerging Career Skill and Role Requirement. Corporate and Leadership Culture. Cultural Dispositions. Culture and Social Networks. Social Media Paradigms. Summary. Chapter 9 Implementing a Win/Loss Review Program. Establishing Business Goals and Objectives. Planning Phase. Elicitation, Documentation, and Review Phase. Interviewing. Brainstorming. Analysis of Current Tools. Requirements Workshops. Survey/Questionnaires. Prototyping. 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. Summary. Conclusion: A Look Forward. Appendix A Process Improvement: A Case Study. Background. Problem Statement. Hypothesis. The Approach. Define Phase. Voice of the Customer. Stakeholder Analysis. Measure Phase. Analyze Phase. Improve Phase. Control Phase. Results. 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 Sloution. Partner Profiles. Glossary. About the Author. Index.

RICK MARCET is the program director for the World Class Selling initiative at Microsoft. He is responsible for leading the drive to increase the sales capabilities of field sales organizations through both the art and the science of selling, across all customer segments. He accomplishes this through the effective use of inquiry–led sales techniques and business and competitive intelligence to drive sustained sales growth and achieve consistently high customer satisfaction. He can be reached via: @RickMarcet; linkedin.com/in/rickmarcet; facebook.com/pages/Win–Loss–Reviews/152317004835660.