Case Study
Software technology company boosts win loss results with Primary Intelligence
Why not disclose the company name?
Many of our clients request anonymity since they find Primary Intelligence’s services to be such a competitive advantage. They are hesitant to publicly disclose to its competitors of the partnership. However, the contents of this report and the outcome the client realized are true.
In a nutshell
The VP of product marketing for a prominent software technology company faced challenges with his Win Loss program when he struggled to secure targeted win loss sales opportunities using an internal outreach program. With an overloaded sales team and time constraints, he couldn’t obtain the crucial win loss insights the company desired. After implementing Primary Intelligence’s sample services, he noticed faster turnaround time for scheduling, conducting, and publishing interviews, which saved many man hours, collected targeted buyer intelligence, and improved their sales process.
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The problem: Managing win loss sample in-house is labor intensive and can lead to bias results
The software technology company was looking for a focused, expert-led Win Loss Analysis program to give them a deeper level of understanding on competitive opportunities and learn strengths and weaknesses. They selected Primary Intelligence to manage the Win Loss program, but decided to continue to gather sample using in-house resources. The company’s VP of product marketing shared that for the in-house sample program, they selected designated areas to research, reviewed targeted opportunities, worked with account managers to get contacts, and started an internal outreach program to set up interviews.
On a quarterly basis, he sent over win loss opportunities of a selected segment to his Primary Intelligence team. He also sent a note to account managers notifying them of Primary Intelligence’s intended outreach to their customers and to help with the outreach, they should alert their customers as a sincere hand-off to Primary Intelligence. The VP commented, “We had a good amount of engagement from the customers and started setting up interviews on a quarterly basis. The team provided the win loss details, however, we had no time to follow-up.”
Motivation for change
Getting over the hurdles it takes to support an in-house win loss program proved challenging for the software company, especially managing the sample that will secure valuable customer interviews.
Before implementing Primary Intelligence’s sample services, the VP and his team found sample management to be too laborious and time consuming. He shared, “With all the responsibilities and other projects on our plate, you can’t just add one more task to the team.”
They weren’t getting the right set of sales opportunities in the company’s targeted regions. Plus, some bias seeped into the selection process, possibly contaminating the results.
He commented, “There were some noticeable inconsistencies with the data due to individuals handpicking sample as opposed to what should be a generic and robust cross section of sample data.”
“We had a good amount of engagement from the customers and started setting up interviews on a quarterly basis. The team provided the win loss details, however, we had no time to follow-up.”
The solution: Implement Win Loss Analysis program with sample services
The VP had a challenging time making sample management a priority with so many other important responsibilities, but knew it was a priority for the sales and product teams. The interview cycle was slow since they didn’t have time to engage sales reps. He shared, “We had the same sales reps obtaining interviews, which impaired our goal for a targeted segment in the win loss interviews.”
At this point, he realized Primary Intelligence’s 360-approach to sample management would be an asset to the company. Primary Intelligence’s sample services provided him with a dedicated team to examine the win loss opportunities using pre-determined qualification rules.
“The number of interviews scheduled went up tremendously. We’re hitting our marks much faster than when we were engaged in the process.”
“The number of interviews scheduled went up tremendously. We’re hitting our marks much faster than when we were engaged in the process.”
The outcome: Improved interviews scheduled rate
Once the company transitioned to sample services, the VP said it provided a consistent approach to acquiring actionable win loss information. Since engaging the Primary Intelligence sample services team, the company has a non-biased approach to getting interviews, consistent engagement with the sales teams, and time to focus on other pertinent product marketing efforts.
He stated, “The number of interviews scheduled went up tremendously. We’re hitting our marks much faster than when we were engaged in the process. The sales teams got involved as well. They liked that the Primary Intelligence team was engaging directly with them.
“The sales team had a more in-depth set of win loss information than what we capture from our internal systems.”
“The sales team had a more in-depth set of win loss information than what we capture from our internal systems.”