AIPMM Webcast: Win/Loss Analysis with Steve Johnson


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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.
Webinar Series:

Moderated by Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk @ProdMgmtTalk

Published in: Business, Technology
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  • Conversations and discussions…
  • We combine the quantitative results from web surveys with the qualitative results from phone discussions. And bring our industry expertise to the analysis to offer specific recommendations.
  • AIPMM Webcast: Win/Loss Analysis with Steve Johnson

    1. 1. AIPMM Webinar Series September 21, 2012© AIPMM 2012
    2. 2. © AIPMM 2012
    3. 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: email: Twitter: @SJohnson717© AIPMM 2012
    4. 4. Win Loss Analysis: Not just for salesSteven Johnson+1-571-249-1717Twitter @sjohnson717sjohnson717@gmail.com
    5. 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. 6. Which research methods do you employ? Customer satisfaction surveys Analyst research Phone interviews Customer advisory boards Onsite customer visits
    7. 7. Which provides the best insights? Customer satisfaction surveys Analyst research Phone interviews Customer advisory boards Onsite customer visits
    8. 8. The Wheel of Blame8
    9. 9. Traditional view of research
    10. 10. “Real” research
    11. 11. Who isn’t the buyer?Our sales guy Our marketing lead Our best developer
    12. 12. Buyers in the complex sale Functional buyer Decision Maker Technical Reviewer “Coach” For more, see Strategic Selling, Miller, Heiman
    13. 13. Typical research methods Onsite Observation Customer Advisory Cost of Phonediscovery Discussion Analyst report Web Survey Depth of insight
    14. 14. Our approach Onsite Observation Customer Advisory Cost of Phonediscovery Discussion Analyst report Web Survey Depth of insight
    15. 15. 10 discussions are better than 1,000 survey responses. Steve Johnson
    16. 16. 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?
    17. 17. Analog data mining20  Yellow: general insight  Green: positives  Red: negatives  Blue: competitors Interview
    18. 18.  Buyer intelligence is about finding information and taking action
    19. 19. 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%
    20. 20. If you want to know what’s in your buyer’s mind, just ask.
    21. 21. 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
    22. 22. ContactSteven Johnson+1-571-249-1717Twitter @sjohnson717sjohnson717@gmail.com
    23. 23. 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 More Newsletter: LinkedIn: Membership: Certification:© AIPMM 2012