Slides Jordan Bergtraum recently used in his discussion w/ mentees of The Product Mentor. Synopsis: Performing your own Win/Loss analysis can help you more objectively learn why your product sells, and even more important why it doesn't sell. I'll discuss the tactics of having there interviews, what questions to ask, and how to use the results. The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People. Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community. http://TheProductMentor.com

1. The Product Mentor Presents:
The Value of Win/Loss Analysis
Jordan Bergtraum
Product Management Consultant

2. Who is Jordan Bergtraum?

3. Who is Jordan Bergtraum?
7 years leading Product Management teams

4. Who is Jordan Bergtraum?
Education, Manufacturing, Pharma, Legal,
and Facilities Management verticals

5. Who is Jordan Bergtraum?
10+ years of B2B SaaS experience

6. Who is Jordan Bergtraum?
Twice introduced Product Management to an
organization

7. Who is Jordan Bergtraum?
In-bound market research and outbound
product marketing

8. What to expect from this presentation?

9. What to expect from this presentation?
What is win/loss analysis?

10. What to expect from this presentation?
The benefits of performing win/loss analysis

11. What to expect from this presentation?
Different options for capturing win/loss
information

12. What to expect from this presentation?
Tips on conducting win/loss analysis

13. What is win/loss analysis?

14. What is win/loss analysis?
Researching why some prospects select your company
and others do not

15. What is win/loss analysis?
Collecting these reasons in a way that will help you
acquire new customers

16. The benefits of performing win/loss analysis

17. The benefits of performing win/loss analysis
Helping your sales function close more new deals

18. The benefits of performing win/loss analysis
Helping your sales function close deals faster

19. The benefits of performing win/loss analysis
Understanding the barriers to acquiring new
customers

20. The benefits of performing win/loss analysis
Understanding why customers select your products

21. The benefits of performing win/loss analysis
Becoming a rock star product guru / magician /
genius / wizard

22. Options for capturing win/loss information

23. Options for capturing win/loss information
Interview your sales team

24. Options for capturing win/loss information
Interview your sales team
Pro: Available

25. Options for capturing win/loss information
Interview your sales team
Pro: Incentivized

26. Options for capturing win/loss information
Interview your sales team
Con: Bias

27. Options for capturing win/loss information
Interview your sales team
Con: Sales won’t ask the right questions

28. Options for capturing win/loss information
Perform your own

29. Options for capturing win/loss information
Perform your own
Pro: 1st hand data

30. Options for capturing win/loss information
Perform your own
Pro: You control the narrative

31. Options for capturing win/loss information
Perform your own
Con: Interviewee bias from affiliation awareness

32. Options for capturing win/loss information
Perform your own
Con: Uses your time

33. Options for capturing win/loss information
3rd party market research

34. Options for capturing win/loss information
3rd party market research
Pro: Saves you time

35. Options for capturing win/loss information
3rd party market research
Pro: Less bias

36. Options for capturing win/loss information
3rd party market research
Con: Cost

37. Options for capturing win/loss information
3rd party market research
Con: 2nd hand data

38. Tips on conducting win/loss analysis

39. Tips on conducting win/loss analysis
Get Sales onboard

40. Tips on conducting win/loss analysis
Check in with sales monthly for recent wins & losses

41. Tips on conducting win/loss analysis
Offer participants some form of compensation

42. Tips on conducting win/loss analysis
There is more value in the “losses”

43. Tips on conducting win/loss analysis
Have a script, take notes, record the session

44. Tips on conducting win/loss analysis
Don’t just ask about the “product”

45. Tips on conducting win/loss analysis
Why did they start their search?

46. Tips on conducting win/loss analysis
Who else did they look at?

47. Tips on conducting win/loss analysis
Why did we win / lose?

48. Tips on conducting win/loss analysis
How did our price compare?

49. Tips on conducting win/loss analysis
How influential was our /their sales team?

50. Tips on conducting win/loss analysis
Who were the decision makers?

51. Tips on conducting win/loss analysis
Follow up with a thank you and survey

52. Tips on conducting win/loss analysis
The survey will get you data

53. Tips on conducting win/loss analysis
Selection Criteria Rank* You
Comp
#1
Comp
#2
Company Stability
Company Reputation
Solution Fit
Future Direction
Product Breadth
Quality of Salesperson
Price
Ability to Integrate
Security
Ease of Use
Winner**

54. Tips on conducting win/loss analysis
Share results with stakeholders… especially SALES

55. Challenges

56. Challenges
Convincing “losses” to give you their time

57. Challenges
Selling sales

58. Challenges
Sales wants to own win / loss surveys
But… you’re making sales life easier

59. Challenges
Don’t chase 1 loss

60. Challenges
Finding the time.

61. The Summary

62. The Summary
Focus on the “losses”

63. The Summary
Ask an array of questions

64. The Summary
Share the results

65. The Summary
Make sure to get “data”

66. Thank you
Jordan Bergtraum