Tips for Choosing a Win-Loss Platform
Written by Jonnie Anderson, Marketing Manager at Primary Intelligence
Whether you’ve conducted multiple win-loss programs throughout your career, or you are a marketer diving into win loss analysis for the first time, it’s important to choose a win-loss platform that will help you get the most from your buyer data. With many win-loss vendors promising results, it can be hard to know exactly what to look for during evaluation. With over 20 years of experience in win-loss analysis, we’ve put together a guide to help you know what to look for in a win-loss platform.
Many win-loss vendors don’t have the technical capabilities to gather high volumes of relevant buyer feedback from your sales reps’ specific deals. This causes vendors and marketers to supplement win-loss analysis with third party industry data that may or may not be of actual relevance to your business. Look for a win-loss platform that can gather feedback from all your deals, so you know your win-loss insights are actionable, applicable, and pertinent. The integrity of this first-party buyer feedback will also help you to get buy-in from all stakeholders – from c-level to front-line sales rep. Feedback from your buyers is the purest source of data for your win-loss analysis, so find a platform that can capture all of it.
Win-loss analysis isn’t just for marketers anymore. As you shop for a win-loss platform, be sure to consider how insights will be applied and communicated to other stakeholders in your business. Win-loss analysis insights should spill into sales intelligence and coaching, product roadmap and development, customer experience, effective marketing strategies, competitive intelligence, and can even be used by c-level executives to make data-driven business decisions. Your win-loss platform should not only allow you to easily share digestible insights with all appropriate stakeholders, but should also provide you with the most valuable insights that each stakeholder will care about.
No one wants to spend valuable time learning a new system. As you shop for a win-loss platform, look for a software that is easy to use and understand. Since win-loss analysis is focused on buyer data, your win-loss platform should include both out-of-the-box and customizable reporting to see the top reasons for wins and losses, competitive data, and sales intelligence insights. Your win-loss platform should also make it easy for your team to request buyer feedback. Look for a platform that seamlessly automates the process of collecting feedback from all your deals – without interrupting your reps’ selling activities or causing a strain on marketing resources. With automated processes running in the background and an easy-to-use interface, you’ll spend less time collecting and sifting through feedback and more time discovering the unique path to winning more deals.
Win-loss analysis is all about uncovering the truth behind why your reps are winning and losing deals. Typically, marketers use win-loss analysis to create better marketing strategies, content, and value propositions, but these insights can be especially valuable to (and are typically underutilized by) your front-line sales reps. As you evaluate your win-loss vendors, consider how your win-loss platform can serve as a sales enablement and sales intelligence tool. Look for built-in sales enablement features like competitive battle cards, individual and team win-loss dashboards, and predictive deal outcome reports that are easily accessible to your sales leaders and reps. These tools can be used to further personalize sales coaching on an individual rep-level and will help your reps enter conversations better equipped with what it takes to win.
A Partner in Win-Loss
A complete win loss platform is a crucial component for getting the most from your buyer feedback. However, as you shop for a win-loss vendor, consider the level of service and expertise that comes with the platform. Having been in win loss analysis for over 20 years, we understand that traditional win-loss analysis can be expensive, rigid, and difficult to scale. As win-loss leaders, we strive to provide world-class technology, service, and expertise to all our customers as we continually break through the barriers of traditional win-loss analysis – making win-loss analysis invaluable, cost effective, and convenient. It’s our goal to help you understand your buyers’ true perceptions of your business and help you find the unique path to winning more deals.
Whether this is your first or four hundredth win loss program, finding a tool to empower your team will make all the difference. For more information on how Primary Intelligence’s win loss platform can help you, schedule a call with our team today.
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