Implementing a Win/Loss Intelligence Program

Implementing a Win Loss Intelligence Program
Implementing a Win Loss
Intelligence Program
Primary Research CX/CI Experts
www.market-awareness.com
Monthly Intelligence Webinar Series:

VoiceoftheBusinessAcademy.com
•  On-demand courses and roadmaps
•  Accreditation and certification
•  “How” in addition to “why”
•  Templates to implement in your
organization
•  Created by professionals who have
implemented in the real-world
•  Organizations can select courses to create
their own training programs

Monthly CX/CI Webinar Series:
Implementing a Win/Loss Intelligence Program

Implementing a Win/Loss Intelligence Program
You’ll Learn:
•  Implementing a baseline where the data is strategic, unbiased, measurable,
actionable and repeatable
•  Focused on allowing you to implement the program
•  Provide a unified view of buyer intelligence (perceived strengths and
weaknesses)
•  No longer have to “assume” where your organizational should be focusing
on strategically
•  Manage your own Customer Experience (CX)

What We’ll Be Covering in the Webinar
•  What comprises a win/loss program
•  Sample size selection
•  Program credibility issues
•  Proper measuring scale
•  Human-to-human intelligence
•  Quantitative and qualitative intelligence
•  Methodology phases
•  Methodology tasks

One Quick Definition
When we use the word “sample” – we’re referring to your existing customers
or lost prospects

What is a Win/Loss Intelligence Program
1.  Reveals intelligence on your perceived strengths and weaknesses
2.  Reveals buying habits, challenges and adoption rates of your offerings,
competitor advantages
Why do it…?
By-product of doing a win/loss program...?
1.  Increasing your existing customer retention rates
2.  Improving your win-rate

Benefits of a Win/Loss Intelligence Program
•  Understanding why your buyers buy
•  Organizational perceived strengths and weaknesses
•  Salespeople strengths and weaknesses
•  Product strengths and weakness
•  Delivery strengths and weaknesses
•  Brand and marketing strengths and weaknesses
•  Qualitative and quantitative feedback
•  Ability to perform predictive analytics
•  Strategic direction for executives
•  Tactical direction for managers
•  Competitor comparisons
•  Continuous tracking of organizational changes
•  Ability to constantly prioritize gaps
•  Ability to stop guessing which areas to focus on
•  Etc etc etc...!

Aligning Your Organization

All Methodology Phases & Tasks

Just Methodology Phases

Methodology Phase: Kickoff

Task 00.1: Win/Loss Project Agreed To
•  Assigned and manage
•  Understand all phases and tasks
•  Communicates with primary stakeholders

Task 00.2: Identify Primary Internal Roles
•  Who receives information and intelligence
•  Link those people to specific KPI’s
•  Dissemination of data and intelligence

Task 00.3: Prepare Internal Kickoff Presentation
•  Kickoff meeting scheduled
•  What is planned to be accomplished
•  Setting expectations
•  Next steps are communicated

Task 00.4 & 00.5: Sample Spreadsheet
•  Criteria defined for selecting samples
•  Selection process agreed to
•  Select double the amount of samples
•  Existing customers and lost prospects
•  Multiple contacts per sample (more the better)

Task 00.6: Kickoff Presentation
•  Bring everyone together
•  Communicate how samples were selected
•  Schedule
•  How people will be updated on project milestones

Task 00.7: Draft Salesrep Introduction Email
•  For the primary salesrep for each selected sample
in your spreadsheet
•  Draft email text to schedule quick discussion
regarding their sample – word carefully –
communicate that it is for the overall organization

Task 00.8: Schedule Salesrep Sample Review
•  Email to schedule quick discussion regarding
sample with each salesrep in your spreadsheet
•  Have a discussion regarding each specific sample
they were primarily responsible for

Yield Sign: One
•  All samples and sample contacts identified
•  Agree on samples and internal contacts – no
going back – will be scheduling in next phase
•  All prior tasks completed and agreed upon

Black Circle: A
•  Next phase can’t start until roles and discussion
with primary stakeholders done
•  Everything locked in and agreed upon

Methodology Phase: Discovery

Task 10.1: Finalize Samples and Sample Contacts
•  Include any information to sample spreadsheet
based on the detailed conversations with
salesreps

Task 10.2: Define Measurement Scale
•  Measuring scale defined (recommend 0 to 10)
•  Two scores (score your firm and value score)
•  0 = poor, 10 = excellent
•  0 = not valuable, 10 = very valuable
•  Expectation gap score formula

Task 10.3: Key Performance Indices (KPI’s)
•  Measurable KPI’s are generated to capture
qualitative and quantitative data
•  Template with this course to provide some
examples
•  Create follow-up questions based on if samples
provide a low or high score

Task 10.5: Create Custom Questions
•  Custom questions from the salesrep detailed
discussions with salesreps – would be unique for
each specific sample
•  Contained in a document and ready for when
sample contacts are scheduled

Task 10.6: Email Salesrep Internal Score Document
•  Primary salesrep provides scores for each of the
KPI questions that each sample will be asked
•  Understand salesrep’s expectations
•  Will use their score later for comparison with a
sample

Task 10.7: Executive Email Sent to Sample Contacts
•  Executive sends email to each sample contact
individually
•  Coveys needing input and that it is a strategic
initiative on behalf of your organization
•  Person contacting samples would be cc’d on the
email since the executive email references them

Task 10.8: Contact Emails/Calls Defined
•  Email & Phone contact templates created – used
for each sample contact
•  A plan created for different emails and phone
messages based on having to contact each
sample many times until they respond

Yield Sign:
•  All KPI’s defined
•  Consistent measuring scale
•  Call scripts created
•  Executive email sent out

Black Circle: B
•  All discovery phase tasks done
•  One chance to make a first impression with sample
contacts – make sure you plan for it

Methodology Phase: Analyze
Task 20.1: Emails/Calls to Schedule Meetings
•  Using email and phone templates
•  Give samples time to get the executive email
•  Forward executive email you were copied on
to the sample – with your email template text
in your email (then they’ll see the executive
email again – and recall that you are doing
this)
•  There will be sample contacts that decline
•  Downplay the amount of time needed
•  Each call can take between 15 and 50
minutes

Task 20.2: Set up Gotomeeting
•  Allows common call-in number

Task 20.3: Email Sample “Reminder” Email
•  Send sample contact a reminder 5 minutes
prior to scheduled gotomeeting call
•  Make it as easy as possible – and not
exchange a bunch of emails
•  Each email they’re less likely to respond
•  Never miss one of your scheduled calls

Task 20.4: Call with Sample Contact
•  Thank them for taking the time
•  Inform them you are recording to capture all
input from them – or take notes manually
•  Calls will get easier the more you do

Task 20.5: Capture all Information
•  Be efficient
•  Realize trends from other calls – do more
questioning

Task 20.6: “Thank You” Email Sent
•  Respect their time and input
•  Close the loop

Task 20.7: Turn Information Into Intelligence
•  Another course: “Turning Information into
Intelligence”
•  Based on the measurable scores you obtained
for the KPI’s

Task 20.7: Turn Information Into Intelligence
•  Another course: “Turning Information into
Intelligence”
•  Based on the measurable scores you obtained
for the KPI’s
•  Example
•  Expectation Gap Score calculation

Task 20.8: Predictive Analytics Determined
•  Combine several KPI’s
•  Example
•  Ability to predict future outcomes (in-jeopardy
customers, lost prospects that should be re-
engaged, etc.)

Task 20.9: Impact Analysis Report
•  Create impact analysis reports for each
organizational area

Task 20.10: Updated Tracking Spreadsheet
•  Critical to constantly update your contact
tracking spreadsheet after almost every call

Methodology Phase: Documentation
Documentation Phase
•  Document
•  Analyze
•  Themes emerge
•  Generating a deliverable

Task 30.1: Populate Deliverable
•  Qualitative and quantitative
•  Scores and quotes
•  Populate your deliverable template
•  Can be lengthy depending on number of
sample contacts you had a discussion with

Task 30.2: Themes and Trends Identified
•  Themes will be the things that the numbers
don’t draw out as being obvious

Task 30.3: Spellcheck Deliverable
•  Spellcheck by someone other than who
created it

Task 30.4: Plus Minus Gap
•  Create a consolidated grid of KPI scores
obtained
•  Average each sample’s contacts –
provides an overall score
•  Identifies top perceived strengths and
weaknesses
•  This will provide one of the most important
aspects of your project

Task 30.5: Identify Valuable Samples
•  Sort plus/minus grid based on the sample
value scores

Task 30.6: Theme Recommendations
•  Important to list out your recommendations
to the themes that were uncovered

Task 30.7: Sample Specific Intelligence
•  There will be unique things that happened
with each sample – keep track of those –
capture it

Task 30.8: Averaged Intelligence
•  Average all sample scores
•  Look for trends of scores

Methodology Phase: Presentation

Task 40.1: Prepare Executive Presentation
•  Prepare executive presentation
•  Identify process, steps, and how you
obtained the information – and converted
into intelligence
•  Be prepared for tough questions
•  Summarize – get to the point
•  Executives are “strategic” – don’t drop
down too much (but be willing to explain if
they ask)

Task 40.2: Schedule Primary Internal Scores
•  Primary owners are communicated with
regarding the information and intelligence
for their areas

Task 40.3: Review Observations & Next Steps
•  They will want to know what you think the
next steps should be based on the
observations
•  Capture additional questions to be baked
into future question sets for each sample
•  KPI’s are captures once – else cannot
compare those KPI’s with original scores

Task 40.4: Close Loop with Samples
•  Absolutely critical – close the loop with
each sample (they want to know that they
helped and that you value their input)

Intelligence Repository
•  All documentation maintained in a
repository

All Methodology Phases and Tasks

High Level Timeline and Overlap of Phases

Where Does Your Organization Fit

Webinar Conclusion

Upcoming Webinars (register @ www.market-awareness.com)
Choose which future webinars you want us to feature:

Implementing a Win/Loss Intelligence Program

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Implementing a Win/Loss Intelligence Program

Similar to Implementing a Win/Loss Intelligence Program (20)

Recently uploaded

Recently uploaded (20)

Implementing a Win/Loss Intelligence Program