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

by Rick Marcet

An effective framework for strengthening competitiveness by learning from past deals and applying insights derived from them.Every sales opportunity, whether won or lost, has useful nuggets of information that can be harvested and used to improve performance. When those pieces of information are aggregated, analyzed and made available for all to use, the organization's competitive position is greatly enhanced.Reveals how to turn field sales teams, a mostly underutilized resource, into net producers of competitive intelligenceExposes new and unconventional approaches for gathering and democratizing sales insights for a broad stakeholder audiencePresents a proven knowledge sharing model that is being adopted by major companies worldwide

Win/Loss Reviews shows how every company can improve top and bottom line performance by systematically capturing the key insights from deals that have been won, lost or delayed. While the book talks to decision makers and business strategists, the principles and disciplines explored are aimed at bridging the flow of competitive intelligence between sales and marketing, simultaneously providing insights and line-of-site to the dynamics affecting business performance.

Genres: Business

224 pages, Hardcover

First published June 9, 2011

Reviews

[August · Rating 5 out of 5]

Great overview of a CRM-centric approach to Win Loss

Marcet provides a great soup-to-nuts guide to planning and executing a win / loss program. The book is complete with definitions and diagrams to aid and assist people with varying levels of familiarity with the technologies that enable this lightweight approach to win / loss. The model suggests additional benefits and opportunities to add value through win / loss based on emerging technologies. It would be great to update the book based on increasingly availability of big data analytical models, machine learning and predictive analytics.

[Johannes Vogel · Rating 4 out of 5]

Very practical, excellent insights, but a bit dry to read

[Ellen Naylor]

This is an excellent read for those who want to set up a win/loss review process. Rick Marcet tells how he did it at Microsoft. Win/loss reviews are completed by sales reps just after the sale, whether it's a win or loss. At a company like Microsoft, there are thousands of deals every year, so the datamining is really valuable. Rick got this up and running, and got sales' cooperation since he asked for their input in the design, and they quickly realized the value they would get from participating.