The webinar covered integrating win/loss analysis into a company's competitive intelligence program. It discussed conducting win/loss interviews to understand why customers buy or don't buy, then tracking how competitors address those reasons and measuring success by monitoring win rates. Attendees learned to surface key insights, track competitor movements related to those insights, and measure performance in insight areas over time. Regularly sharing findings and activating insights across teams can help make them stick.

1. Welcome! The webinar will begin shortly…
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2. Why We Win (Or Lose):
Powering Your CI Program
with Win/Loss Analysis

3. Crayon’s software-driven market and
competitive intelligence solution enables
businesses to track, analyze, and act on
everything happening outside their four walls.
Crayon customers use the platform to extract
real-time, actionable competitive insights and
drive actions across the organization.
Eigenworks helps you understand your buyers
and their decisions. We speak directly to your
buyers to get the real story behind your sales
wins and losses as well as your churns and
renewals. These critical insights equip you to
improve sales, marketing, and product
development activities.

4. Your presenters
Ellie Mirman
CMO, Crayon
Alex McDonnell
Client Insight
Lead, Eigenworks

5. Agenda
1. Introduction to CI & Win/Loss Analysis
2. Win/Loss Analysis: The Basics
3. Integrating Win/Loss Analysis into your CI Program
4. Making the Insights Stick
5. Q&A

6. Introduction
to CI & Win/Loss
Analysis1

7. POLL
who do we have on the call?

8. BUSINESSES TODAY HAVE GREAT INTERNAL VISIBILITY
Visits
Customers
Leads

9. BUT MANY BUSINESSES DON’T UNDERSTAND
WHAT’S HAPPENING OUTSIDE THEIR 4 WALLS
You
Competitor
s
Partners
Customers
Industry
Organizations
Analysts
Journalists
Executives
Thought
Leaders
Industry
Category
Key Trends
SEO Terms

10. said their market has become more
competitive in the last 3 years
State
ofC
I
Sneak
Peek
87%

11. conduct regular win/loss analysis
42%
https://accent-technologies.com/blog/2016/11/15/sales-industry-research-stats-winloss-analysis/

12. increase in sales win rate for those
who do win/loss analysis
50%
*Gartner Tech Go-to-Market: Three Ways Marketers Can Use Data From Win/Loss Analysis to Increase Win Rates and Revenues

15. Win/LOSS
Analysis: The
Basics2

16. Anecdotes
& Gossip
CRM fields &
Sales-
reported
reasons
Basic in-house
interviewing
Regular
Deep Dive
Interviews
(by 3pp)
How do you do win/loss?
We’re all analyzing our wins
and losses somehow…

17. POLL
Where do you place yourself on
this spectrum?

18. If you rely only on your
sales reps for insights,
you’re not going to get
the full picture. In fact,
this information is so
misleading, it’s actually
worse than useless.
- Alan Armstrong,
Eigenworks CEO

19. THE BASICS OF WIN/LOSS
ü Formulate clear research questions and hypotheses
ü Build ”The List” of champions, vet with sales to an extent
ü 30 minute interviews
ü Aim for 20 interviews to reach “saturated” findings
ü 1:1 calls for ideal conversation
ü Framing is everything: “This is a learning exercise, not a sales call…”
ü Record and transcribe
ü Sales is not on interviews, but receives findings
ü With budget, offer a $50 incentive (gift card or charitable donation)

20. Defining a “loss”
All opportunities that reached a
certain stage?
Include “no decision” where they
reverted to the status quo?

21. Your Buyer is a Hero on a
Journey

22. What is the
FUNDAMENTAL CHANGE
your buyer is trying to achieve?
Based on the The Hero’s Journey, a concept
developed by Joseph Campbell, the great
American mythologist, writer and teacher.
Buyer-as-hero Methodology

23. Candid Interviews
+ Steady CI
monitoring
= Real insights

24. Interviewing
Tips & Tactics

26. Scripted Survey vs. Structured Dialogue
Linear progression from one question to the next Conversational journey using a toolkit of questions

27. “What If” Questions
Deepen the diagnosis by proposing “what if” scenarios to
learn how they would have affected decision-making.
“What About?” Questions
Test the diagnosis by asking about factors that you
believe are important.
First-Level Diagnosis
Explore how the buyer evaluated your product and
made a eventual decision.
Profile the Buyer
Invite the buyer to talk about his or her role, goals,
and challenges. What was the vision for change?
Buyer as Hero™ Dialogue Model
Digging to the Core of Buyer
Motivations

28. “To be honest …”
“Well, I guess I should tell you…”
Pay Dirt!
Catalogue the
list of reasons
Dig deeper on
each reason
Deeper
insights
How did [reason 3]
become
important?
So you considered
[1,2] very closely.
Anything else?
So, it sounds like…
So, how did
you end up
selecting [x]? Reason 1 Reason 2 Reason 3
How would [reason 1]
support your [vision for
change]?
Tool: First-Level Diagnosis
Catalogue and Dig

29. Excavation Questions & Prompters
Level 1 Diagnosis: Clarifying the story
“How did you end up…”
“So it sounds like…”
“Can you expand on…”
“… Do I have that right?”
“…Anything else?”
Levels 2 & 3 Diagnosis: Testing the story
“What about [your believed differentiator]?
Was that a factor in your decision?”
“What if you were offered [x], which you
mentioned you were looking for? Could that
have changed your decision?”

30. Integrating
Win/Loss into
your CI program3

31. 3 Step Integration
Surface Key Insights
Select top insights from
win/loss analysis that need
to be addressed
Track Competitor
Movements
Track what competitors
are doing specifically in
regards to w/l insights
Measure Success
Measure performance (win
rates) in the w/l insight
areas and overall

32. 1. What were the top reasons
prospects did not buy?
2. What were the top reasons
customers bought?
Surface Key
Insights

33. Align win/loss insights with
corresponding intelligence
types
Track
Competitor
Movements

35. Insights are hidden everywhere
CONTENT Marketing
Data Sheet, Ebook, Guide, Infographic, Newsletter, Podcast,
Research Report, Video, YouTube Video, Webinar, Whitepaper,
Presentation, SlideShare, Blog Post, Medium Post, Brochure,
Other Content Insight
Campaigns & Events
Landing Page, Google Adwords, Promotion, A/B Test, Event
Listing, Other Event Insight, Other Campaign Insight
NEWS/PR & Finance
Press Release, News Mention, Award, Press Release, Other
News & PR Insight, Funding, SEC Filing, Other Finance Insight
SOCIAL MEDIA
Quora, Reddit, LinkedIn, Twitter, Facebook, Instagram, Pinterest,
Wikipedia, Other Social Media Insight
TEAM (PERSONNEL) UPDATES
Executive Team Update, Employer Review, Position
Added/Removed, Office Location Added/Removed, Glassdoor
Review, Indeed Review, Other Team Insight
PRODUCT Features
Feature Request, Forum Thread, App Update, Feature Added/Removed, Product
Added/Removed, Patent Found, Roadmap Update, Status Update, Github Update,
Services Update, Product Brief, Google Play Update, Microsoft Store Update,
Salesforce AppExchange Update, iTunes App Store Update, Other Product Insight
Pricing & Packaging
Pricing Update, Packaging Update, Other Pricing & Packaging Insight
REVIEWS
TrustRadius, TrustPilot, SoftwareAdvice, G2 Crowd, Capterra, Yelp, GetApp,
Google Play, Microsoft Store, Salesforce AppExchange, iTunes App, Other Product
Review Insight
Messaging & Positioning
Site-Wide Update, Messaging & Copy Update, Page Design Update, Page
Metadata Update, Page Added/Removed, Other Messaging & Positioning Insight
CUSTOMERS & PARTNERS
Customer Logo Added/Removed, Customer Testimonial Added/Removed,
Customer Case Study Added/Removed, Partner Added/Removed, Partner
Testimonial Added/Removed, Other Customer or Partner Insight

36. Qualitative sources a.k.a. What
Buyers Say Behind Your Back
• Third party reviews (G2Crowd, TrustRadius)
• Glassdoor reviews
• Forums (reddit, Quora, etc.)

40. Monitor Think
Designing your competitive
intelligence engine
Share
Reflect and dig
Curate clear
positions
Sales execution
Win/loss insights
Track market activity

41. Scale your team’s impact
& Stay ahead of sales
“Sales would ask us how to respond to the
latest market news before we had even
seen it. We were frequently in a reactive
position, and that’s when we realized we
couldn’t meet the demands of sales with
our limited resources. We needed to add
more resources or find technology to
solve the problem.”
Rob Bois
Sr. Dir. Product Marketing
Industry: Computer Software
Employees: 201-1000
Learn more at crayon.co/case-studies

42. 1. Quantitative: monitor win rate
against specific competitors
overtime
2. Qualitative: track win/loss
reasons overtime
MEASURE
SUCCESS

43. Win More Deals With Real-
Time Intelligence
“By staying on top of the competitors,
we’ve been able to arm our sales team with
actionable insights that they can act on
immediately. As a result of Crayon, our win
rate against our top five biggest
competitors has improved by 54%.”
Jake Godgart
Senior Manager of Product
Marketing
Industry: POS
management/software
Employees: 51-200
Learn more at crayon.co/case-studies

44. Making Win/Loss
Insights “Stick”
4

45. Provide regular
CI updates to
stakeholders
• Qualitative & quantitative metrics
on specific win/loss insights
• Competitor movements
• Competitive win rates

46. Surface Analysis &
Takeaways in CI
Platform or CRM
• Store analysis in your CI platform
for sales, marketing, etc. to
access
• Set up alerts/prioritize
intelligence that aligns with w/l
insights

47. Update collateral
with win/loss
insights
• Battlecards
• Competitive profiles
• Website messaging

48. Team Workshops Help
Activate Win/Loss Insights
• Extract key insights (“themes
and memes”)
• Hold workshops for cross-
functional teams
• Help team members
understand insights, envision
changes, and apply them
Eigenworks helps teams absorb research insights
and find ways to apply them for business impact.

49. Lessons learned
ü Talk to your buyers directly to get a deep understanding of
factors driving buying decisions
ü Align your win/loss insights to your daily competitive
intelligence activities to improve in key areas
ü The combination of “deep digging” and “daily monitoring” is
powerful

50. Resources
üWin/Loss Analysis: Your Questions Answered
üHow to Do A Win/Loss Analysis (with Examples & Resource Links)
ü3 Qualitative Data Sources to Use in Win/Loss Analysis
üJoin the Conversation on Win/Loss
üBuyer-as-Hero™ Tookit: Dialog Map

51. QUESTIONS?