P.S. Wanna learn more about how you can leverage AI to compete? Check this out
Can Seller Intel Be Trusted?
What’s the delta between the intel you get from sellers and what you get from buyers?
It makes sense to talk to the eyewitnesses who were there when it all went down. You haveto talk to your sellers.
But if you’re the former CEO of Demandware, Tom Ebling — a company that sold to Salesforce for $2.8 billion dollars — you know that you have to go deeper.
He says it’s essential to get buyer intel through win-loss analysis to understand the complete picture.
“It wasn’t night and day between what the sales reps and the buyers were telling us. But as we got the objective data from [win-loss analysis] there was a lot more nuance and consistency from one deal to another.”
Sales reps have a tendency to attribute losses to things that are easy to point to (i.e. pricing, and product features — all things that are worth analyzing).
But Tom found that only through buyer intel were they able to identify trends like a lack of responsiveness in the sales cycle, or that the prospect had a pre-existing relationship with the competitor.
These insights are powerful. And ones you aren’t going to get consistently if you’re only tapping into sellers and CRM data.
The power of win-loss analysis is simple:
Better understand your buyer
Better understand your competition
Use those insights to make better decisions and win more deals
But don’t take our word for it. Hear it from the executives, founders, and investors who can’t imagine a world without win-loss insights.