Steve Johnson of Primary Intelligence said during the webcast, "10 discussions are better than 1000 survey responses." About The AIPMM The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides training, education, certification and professional networking opportunities. With members in 65 countries, the AIPMM is the Worldwide Certifying Body of product team professionals and offers globalized trainings and credentials localized for specific markets designed to meet the challenges of a constantly changing business landscape. As the only professional organization that addresses the entire product lifecycle from inception to obsolescence in any industry, the AIPMM supports strategic partners with offerings in Europe, the Middle East, Australia, and SouthEast Asia, as well as North America. AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance. http://www.AIPMM.com Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Webinar Series: http://aipmm.com/aipmm_webinars/ Articles: http://www.aipmm.com/html/newsletter/article.php Moderated by Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk @ProdMgmtTalk http://www.prodmgmttalk.com http://bit.ly/nbw9Yr

1. AIPMM Webinar Series
www.aipmm.com
September 21, 2012
© AIPMM 2012

2. © AIPMM 2012

3. Today’s Speakers
Moderator:
Cindy F. Solomon, CPM, CPMM
Global Product Management Talk , Startup Product Talks, Startup Product Summit
Twitter: @cindyfsolomon @prodmgmttalk @startupproduct
Presenter:
Steven Johnson
Chief Marketing Officer, Primary Intelligence
blog: http://blog.sjohnson717.com
email: sjohnson717@gmail.com
Twitter: @SJohnson717
© AIPMM 2012

4. Win Loss Analysis: Not just for sales
Steven Johnson
+1-571-249-1717
Twitter @sjohnson717
sjohnson717@gmail.com
http://blog.sjohnson717.com

5. Can you answer these questions?
 Why do we (really) win and lose deals?
 What product features matter to our customers
(and don’t)?
 Which marketing programs are most (and
least) effective?
 Which competitors should we focus on (and
ignore)?

6. Which research methods do you employ?
 Customer satisfaction
surveys
 Analyst research
 Phone interviews
 Customer advisory boards
 Onsite customer visits

7. Which provides the best insights?
 Customer satisfaction
surveys
 Analyst research
 Phone interviews
 Customer advisory boards
 Onsite customer visits

8. The Wheel of Blame
8

9. Traditional view of research

10. “Real” research

11. Who isn’t the buyer?
Our sales guy Our marketing lead Our best developer

12. Buyers in the complex sale
Functional buyer
Decision Maker
Technical Reviewer
“Coach”
For more, see Strategic Selling, Miller, Heiman

13. Typical research methods
Onsite
Observation
Customer
Advisory
Cost of Phone
discovery Discussion
Analyst
report
Web
Survey
Depth of insight

14. Our approach
Onsite
Observation
Customer
Advisory
Cost of Phone
discovery Discussion
Analyst
report
Web
Survey
Depth of insight

15. 10 discussions are better than
1,000 survey responses.
Steve Johnson

19. 10 questions to consider
 Overall, what do you think of  What marketing messages
our products? resonated during the buying
 How well did our product process?
capabilities meet your  What marketing tools were
expectation? most effective?
 How would you characterize  Did the sales team focus on
the completeness of our your business needs?
portfolio?  How well did the sales
 Did future direction factor into explain our solution in your
your decision? environment?
 Did anyone share a roadmap  What was the primary driver
of company strategies? in your decision?

20. Analog data mining
20
 Yellow: general insight
 Green: positives
 Red: negatives
 Blue: competitors
Interview

21.  Buyer intelligence is
about finding
information and
taking action

22. Results of win loss program
improved product management
improved product marketing
a better understanding of the buying process
sales effectiveness improvements
a better understanding of buyers
better competitive intelligence
0% 20% 40% 60% 80%

23. If you want to know what’s
in your buyer’s mind,
just ask.

24. Primary Intelligence
 Primary Intelligence: we can answer your
questions—in the words of your buyers
 Focused on buyer touchpoints
 Industry expertise with 40,000+ interviews
 Proven methodology based on research best
practices
 Supported by software
 Integrated with salesforce.com

25. Contact
Steven Johnson
+1-571-249-1717
Twitter @sjohnson717
sjohnson717@gmail.com
http://blog.sjohnson717.com

26. Thanks for joining us today!
AIPMM Webinars
Sept 28 Pricing For Success with Mark Burton, Pricing Expert
Oct 3 Role Of Product Management In The Success Of Your Company
Oct 12 From Idea to Reality with Glen Lipka,VP UX, Marketo
Product Talk Podcast & Twitter Chat #ProdMgmtTalk Mondays
Sept 24 Persona Based Approach with Marissa Kopec, Sirius Decisions
Listen http://www.blogtalkradio.com/prodmgmttalk
More http://www.prodmgmttalk.com
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LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification/
© AIPMM 2012