Unearthing insights from win-loss interviews requires sorting the data into common themes and then highlighting 2-3 of the most important trends you see.
“Important” usually boils down to frequency. If the same theme comes up multiple times across different interviews, it’s a good indicator that it’s a trend worth surfacing.
But it’s not just a question of quantity. Trends that maybe came up less frequently, but are particularly interesting, counterintuitive, or completely unexpected can also be valuable to share with execs.
The key here is to land on two or three trends and present those to your executives — no more than that.
In fact it was someone from the audience — our friend and competitive intelligence wizard Dustin Ray — who dropped the best metaphor we’ve heard yet for explaining how quantitative and qualitative work together for win-loss analysis.
Quantitative win-loss data (from your CRM) is like a radar system that lets you scan a wide area and see hot spots from a bird’s eye view.
Another way to think of it is that CRM data helps answer “what” or “which” questions:
What competitors are coming up most often in deals?
Which competitors are we losing to most often?
But it’s the “why” questions that uncover the most powerful insights — and the ones best answered by win-loss interview data.
Because win-loss analysis isn’t just about learning what’s going wrong or right, it’s about deeply understanding why it’s happening in the first place.
Watch, listen and check out three takeaways from this week’s CE LIVE on our episode recap page.
Coffee & Compete Community Corner
A concise and powerful plug for why your organization needs a competitive enablement program in 2023 — from the competitive enablement guy at the competitive enablement company.
Because efficiency isn’t just about more revenue and less cost.
It’s saving time and reducing the effort required in order to generate more business and cover more bases with fewer employees.
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