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Win-Loss: A Closed-Loop System for Continuous Innovation Boston Product Management Association SCIP Boston Ken Schwarz Marketing Director Progress Software.

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Presentation on theme: "Win-Loss: A Closed-Loop System for Continuous Innovation Boston Product Management Association SCIP Boston Ken Schwarz Marketing Director Progress Software."— Presentation transcript:

1 Win-Loss: A Closed-Loop System for Continuous Innovation Boston Product Management Association SCIP Boston Ken Schwarz Marketing Director Progress Software November 15, 2012

2 © 2012 Ken Schwarz. All rights reserved. 2 Getting Started Setting up a Win-loss Program 1 of you 50 sales reps 500 deals won or lost Tonights Agenda: How can you do it all? How do you keep it from becoming a colossal waste of time? Tonights Agenda: How can you do it all? How do you keep it from becoming a colossal waste of time?

3 © 2012 Ken Schwarz. All rights reserved. 3 Win-loss A Product Management/Marketing Perspective Pricing Buy, Build or Partner Business Plan Product Profitability Win/Loss Analysis Distinctive Competence Market Problems Marketing Plan Customer Acquisition Customer Retention Program Effectiveness Buying Process Buyer Personas User Personas Positioning Product Portfolio Market Definition Distribution Strategy Innovation Competitive Landscape Technology Assessment Lead Generation Thought Leadership Referrals & References Launch Plan Use Scenarios Requirements Status Dashboard Product Roadmap Presentations & Demos Event Support Special Calls Channel Support Channel Training Sales Process Collateral Sales Tools BusinessMarketProgramsPlanningStrategySupportReadiness Strategic Tactical BusinessMarketProgramsPlanningStrategySupportReadiness Pragmatic Marketing Framework © Pragmatic Marketing, Inc. All rights reserved

4 © 2012 Ken Schwarz. All rights reserved. 4 Win-loss A Product Management/Marketing Perspective Pricing Buy, Build or Partner Business Plan Product Profitability Win/Loss Analysis Distinctive Competence Market Problems Marketing Plan Customer Acquisition Customer Retention Program Effectiveness Buying Process Buyer Personas User Personas Positioning Product Portfolio Market Definition Distribution Strategy Innovation Competitive Landscape Technology Assessment Lead Generation Thought Leadership Referrals & References Launch Plan Use Scenarios Requirements Status Dashboard Product Roadmap Presentations & Demos Event Support Special Calls Channel Support Channel Training Sales Process Collateral Sales Tools BusinessMarketProgramsPlanningStrategySupportReadiness Strategic Tactical BusinessMarketProgramsPlanningStrategySupportReadiness Pragmatic Marketing Framework © Pragmatic Marketing, Inc. All rights reserved

5 © 2012 Ken Schwarz. All rights reserved. 5 Getting Started Setting up a Win-loss Program Dont just ask the field Theyre too busy They seldom know why they lost

6 © 2012 Ken Schwarz. All rights reserved. 6 Getting Started Blind and Anonymous Customer Interviews Why blind & anonymous interviews? Most objective source of intelligence Customers & sales reps are more likely to cooperate Hire a consultant to call customers for you Only ethical way to make blind calls Only practical way to call many customers Interview a representative sample 10 starts to yield statistical significance Even a few yield fascinating anecdotes Biggest challenge was getting contacts to call

7 © 2012 Ken Schwarz. All rights reserved. 7 Getting Started Blind and Anonymous Customer Interviews Reading a blind interview transcript is like being a fly on the wall. Use high-level interviewer who understands market and decision- making process. Executives wont take canned/scripted calls. Our interviewer conducted calls using a standard method: 1.Discover or confirm those criteria that were important and helpful to making a decision. 2.Weight/prioritize the criteria. 3.Rate vendors for the criteria. 4.Ask why they rated vendors as they did. Executive Summary Score Summary Verbatim transcript...

8 © 2012 Ken Schwarz. All rights reserved. 8 Getting Started Internal Win-loss Field Debriefs IssuesQuestions General background How did you learn of the opportunity? Value proposition used? Partners used? Corporate executives used? Competitors tactics What did they do? How did they respond to your competitive tactics? Your strategyWhat strengths did you emphasize and how did you show them? What worked or didnt work? RecommendationsWhat should other field teams know? What should corporate do to support you better? ALSO, do field debriefs to find out what happened from the sales teams.

9 © 2012 Ken Schwarz. All rights reserved. 9 Getting Started Internal Win-loss Field Debriefs Field Debrief best practices: Invite sales team, product management, product marketing, industry marketing, etc. Record call. Make a transcript for later reference and share with those who couldnt come. Use customer win-loss interviewer – helps you scale and builds trust with field. No substitute for customer interview, but has many benefits: 100% response rate Immediate access Success story fodder Creates credibility with field Creates buy-in Get customer contacts 100% response rate Immediate access Success story fodder Creates credibility with field Creates buy-in Get customer contacts

10 © 2012 Ken Schwarz. All rights reserved. 10 Getting Insight Win-loss Analytics: Introducing Plumbersoft A leading pure-play provider of middleware, helping large organizations create new business applications by leveraging data and functionality trapped in their legacy environment… Founded 2001 Roughly $80m in revenue Competitors: IBM, Oracle, TIBCO, Software AG, Progress, Ant Hill, etc. You are entering a dimension of imagination…

11 © 2012 Ken Schwarz. All rights reserved. 11 Getting Insight Win-loss Analytics – Wizard Chart Reasons you Lose Impact on the customers decision High Low Unfavorable Customer Opinion Favorable Customer Opinion Reasons you win Criteria in the upper right corner are the key reasons you win over competitors. Criteria in the upper left corner are the key reasons you lose to competitors. Note: Wizard Chart is protected by U.S. Patent 5,734,890, Richard Case and PSP Enterprises

12 © 2012 Ken Schwarz. All rights reserved. 12 Getting Insight Win-loss Analytics – Plumbersoft Reasons you Lose Impact on the customers decision High Low Unfavorable Customer Opinion Favorable Customer Opinion 22 Wins 31 Losses Product Line Integration Data Analysis Adapters Scalability Existing Skillset Proof Of Concept Product Line Integration Vision Vendor Viability Openness Adapters Product Line Breadth Scalability Vision References Price Product Line Breadth Ease of Use Product Line Integration Simulation Proof of Concept Customer Engagement References Product Line Breadth Customer Engagement Price Reasons you win < 80% 80%-84% 85%-89% Losses Wins 90%-94% 95%-98% 99% and up Fill Color is Statistical Confidence Level Ease of Use

13 © 2012 Ken Schwarz. All rights reserved. 13 Getting Insight Win-loss Analytics – Customer Engagement Reasons you Lose Impact on the customers decision High Low Unfavorable Customer Opinion Favorable Customer Opinion 22 Wins 31 Losses Product Line Integration Data Analysis Adapters Scalability Existing Skillset Proof Of Concept Product Line Integration Vision Vendor Viability Openness Adapters Product Line Breadth Scalability Vision References Price Product Line Breadth Ease of Use Product Line Integration Simulation Proof of Concept Customer Engagement References Product Line Breadth Customer Engagement Price Reasons you win < 80% 80%-84% 85%-89% Losses Wins 90%-94% 95%-98% 99% and up Fill Color is Statistical Confidence Level Ease of Use Customer Engagement – Typically tops the list Listening and understanding is most important Critical that demos empower, not bewilder the audience Prove your support and responsiveness Here, neither side owns this issue – Its a tactical, not a strategic advantage Voice of the Customer: Plumbersoft had people who were justice and public safety specialists, who were actually assigned to the project and they stated that right from the get go. The depth of knowledge in the subject area was critically important to us. We were very impressed and their technical people are good too. And they were nice. They werent arrogant. They worked very closely with the team and you could see they would work as a team. Plumbersoft Win over Oracle at a law enforcement agency for $34M Voice of the Customer: Plumbersoft had people who were justice and public safety specialists, who were actually assigned to the project and they stated that right from the get go. The depth of knowledge in the subject area was critically important to us. We were very impressed and their technical people are good too. And they were nice. They werent arrogant. They worked very closely with the team and you could see they would work as a team. Plumbersoft Win over Oracle at a law enforcement agency for $34M

14 © 2012 Ken Schwarz. All rights reserved. 14 Getting Insight Win-loss Analytics – Product Line Breadth Reasons you Lose Impact on the customers decision High Low Unfavorable Customer Opinion Favorable Customer Opinion 22 Wins 31 Losses Product Line Integration Data Analysis Adapters Scalability Existing Skillset Proof Of Concept Product Line Integration Vision Vendor Viability Openness Adapters Product Line Breadth Scalability Vision References Price Product Line Breadth Ease of Use Product Line Integration Simulation Proof of Concept Customer Engagement References Product Line Breadth Customer Engagement Price Reasons you win < 80% 80%-84% 85%-89% Losses Wins 90%-94% 95%-98% 99% and up Fill Color is Statistical Confidence Level Ease of Use Product Line Breadth is a strategic weakness for Plumbersoft. Plumbersoft, a pure-play, cant compete with IBM or Oracle in terms of breadth. Its winning in this area when competing against smaller pure-plays. Its losing sometimes against arch rival Ant Hill – PM needs to fill a hole in the lineup!

15 © 2012 Ken Schwarz. All rights reserved. 15 Getting Insight Win-loss Analytics – Simulation Reasons you Lose Impact on the customers decision High Low Unfavorable Customer Opinion Favorable Customer Opinion 22 Wins 31 Losses Product Line Integration Data Analysis Adapters Scalability Existing Skillset Proof Of Concept Product Line Integration Vision Vendor Viability Openness Adapters Product Line Breadth Scalability Vision References Price Product Line Breadth Ease of Use Product Line Integration Simulation Proof of Concept Customer Engagement References Product Line Breadth Customer Engagement Price Reasons you win < 80% 80%-84% 85%-89% Losses Wins 90%-94% 95%-98% 99% and up Fill Color is Statistical Confidence Level Ease of Use What can we do now? PUSH YOUR STRENGTHS, PLUMBERSOFT! Simulation – A Strategic Advantage – Never lose with this one! Do you market this front and center? You should! Does your sales process get the issue into the POC? It should!

16 © 2012 Ken Schwarz. All rights reserved. 16 Getting Insight Win-loss Analytics – Proof of Concept Reasons you Lose Impact on the customers decision High Low Unfavorable Customer Opinion Favorable Customer Opinion 22 Wins 31 Losses Product Line Integration Data Analysis Adapters Scalability Existing Skillset Proof Of Concept Product Line Integration Vision Vendor Viability Openness Adapters Product Line Breadth Scalability Vision References Price Product Line Breadth Ease of Use Product Line Integration Simulation Proof of Concept Customer Engagement References Product Line Breadth Customer Engagement Price Reasons you win < 80% 80%-84% 85%-89% Losses Wins 90%-94% 95%-98% 99% and up Fill Color is Statistical Confidence Level Ease of Use PoC – The manifestation of product in the customer engagement. How much of your R&D is directed at PoC-visible functionality? Is your field really trained and organized to win them? Benchmark yourself against the toughest competitor

17 © 2012 Ken Schwarz. All rights reserved. 17 Getting Insight Win-loss Analytics – Vendor Viability Reasons you Lose Impact on the customers decision High Low Unfavorable Customer Opinion Favorable Customer Opinion 22 Wins 31 Losses Product Line Integration Data Analysis Adapters Scalability Existing Skillset Proof Of Concept Product Line Integration Vision Vendor Viability Openness Adapters Product Line Breadth Scalability Vision References Price Product Line Breadth Ease of Use Product Line Integration Simulation Proof of Concept Customer Engagement References Product Line Breadth Customer Engagement Price Reasons you win < 80% 80%-84% 85%-89% Losses Wins 90%-94% 95%-98% 99% and up Fill Color is Statistical Confidence Level Ease of Use For Plumbersoft, a strategic weakness. An issue to be COUNTERED, not won. Customer References and Corporate Marketing (AR/PR) are critical.

18 © 2012 Ken Schwarz. All rights reserved. 18 Getting Insight Win-loss Analytics – Customer References Reasons you Lose Impact on the customers decision High Low Unfavorable Customer Opinion Favorable Customer Opinion 22 Wins 31 Losses Product Line Integration Data Analysis Adapters Scalability Existing Skillset Proof Of Concept Product Line Integration Vision Vendor Viability Openness Adapters Product Line Breadth Scalability Vision References Price Product Line Breadth Ease of Use Product Line Integration Simulation Proof of Concept Customer Engagement References Product Line Breadth Customer Engagement Price Reasons you win < 80% 80%-84% 85%-89% Losses Wins 90%-94% 95%-98% 99% and up Fill Color is Statistical Confidence Level Ease of Use The project team went but the feedback I got on that was that on Plumbersoft; they came back with doubts. Plumbersoft Win over Ant Hill and IBM at a state government department for $4M The project team went but the feedback I got on that was that on Plumbersoft; they came back with doubts. Plumbersoft Win over Ant Hill and IBM at a state government department for $4M They [Plumbersoft] actually had some references that we talked to had a lot of problems. Plumbersoft Loss at an Airline They [Plumbersoft] actually had some references that we talked to had a lot of problems. Plumbersoft Loss at an Airline Plumbersoft gave better testimonies as references. Their reference sites were excellent. It gave us a lot of confidence. Plumbersoft Win over IBM at a bank for $5.5M in UK Plumbersoft gave better testimonies as references. Their reference sites were excellent. It gave us a lot of confidence. Plumbersoft Win over IBM at a bank for $5.5M in UK Plumbersoft needs to create or strengthen its Customer Reference program Doing so should turn this from a reason for losing to a reason for winning. Weak references are endangering deals.

19 © 2012 Ken Schwarz. All rights reserved. 19 Getting Insight Win-loss Analytics – Price Reasons you Lose Impact on the customers decision High Low Unfavorable Customer Opinion Favorable Customer Opinion 22 Wins 31 Losses Product Line Integration Data Analysis Adapters Scalability Existing Skillset Proof Of Concept Product Line Integration Vision Vendor Viability Openness Adapters Product Line Breadth Scalability Vision References Price Product Line Breadth Ease of Use Product Line Integration Simulation Proof of Concept Customer Engagement References Product Line Breadth Customer Engagement Price Reasons you win < 80% 80%-84% 85%-89% Losses Wins 90%-94% 95%-98% 99% and up Fill Color is Statistical Confidence Level Ease of Use What about price? When all else is equal, price becomes the ONLY issue. Plumbersoft has ample means to build a sale around issues other than price. Inconsistent performance across field can indicate a field training issue.

20 © 2012 Ken Schwarz. All rights reserved. 20 From Insight to Action Summary IssuesExamplesRecommendations Strategic Strength SimulationFind segments who care and market to these people. Build thought leadership and brand around this. Strategic Weakness Product line breadth, Vendor viability Focus on segments that care more about strengths; close capability gaps Tactical Weakness Customer ReferencesCreate or strengthen program Tactical ParityCustomer EngagementLook to transcripts for best practices, and train field with examples of what works.

21 © 2012 Ken Schwarz. All rights reserved. 21 Action Win-loss and Competitive Sales Tools Use your win-loss decision criteria to guide the field. Show field how to control buyers agenda with strengths (win-factors) Help field counter weaknesses (loss factors) well enough to prevent defeat

22 © 2012 Ken Schwarz. All rights reserved. 22 Action Getting Buy-In Executive Sponsor Who has the money? Who has a broad, cross-functional view? Sales Leadership Ask for air-cover (letter to the field) Expect little else Product Management and Marketing Invite to field debriefs Regularly review win-loss insights face-to-face Win-loss quotes are great for sales training CEOEngineering Product Management Marketing Product Marketing Sales Field Enablement Watch out for Not Invented Here

23 © 2012 Ken Schwarz. All rights reserved. 23 Summary Plan and resource win-loss as on-going program Become known in your company as the champion of win-loss Find a sponsor willing to pay and interested in all facets of competition: product, marketing, field effectiveness. Interview customers and the field Blind, anonymous customer interviews give you unique, objective intelligence Field interviews will enhance insight, win confidence, and get the customer contacts needed for customer interviews Invite others to participate – make this a cultural change Invite functional executives to field interviews to broaden culture of continuous learning enhance program visibility Involve product management and marketing in analysis and preparation for executive presentation – prevent not invented here Present findings as high as you can. The CEO should be interested in what you discover.

24 © 2012 Ken Schwarz. All rights reserved. 24 Action Win-Loss for Continuous Innovation Landscape Analysis Competitive Positioning Sales Tools Field Training & Support Field Debriefs Win-loss Strategy Planning Tactical Support Feedback

25 © 2012 Ken Schwarz. All rights reserved. 25 Panel Q & A Ken Schwarz Progress Software Marketing Director Ken Schwarz Progress Software Marketing Director Richard Case PSP Enterprises Win-loss Consultant Richard Case PSP Enterprises Win-loss Consultant Eric Kuhnen Focal Partners Battlecard Consultant Eric Kuhnen Focal Partners Battlecard Consultant


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