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Win/Loss Analysis: Not Just For Salespeople Anymore
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By Steve Johnson

Posted 23 October 2012

Win/Loss analysis is much more than a review of sales reports and tally of results. It’s a fundamental research method that product managers can and must use to incorporate market facts into their product creation, marketing programs, and sales enablement.

These slides from Steve Johnson’s Oct 2012 presentation to the BPMA outline the research methods that provide the best insights, the buyers in the complex sale whose views you should consider, and the 10 questions product managers should ask in conversations with current customers, recent defectors, and non-renewals.

Category: Planning, Analysis and Strategy



Steve Johnson is Chief Marketing Officer for Primary Intelligence, which focuses on instilling best practices in win/loss analysis and customer experience. As an instructor for Pragmatic Marketing for 15 years, Steve trained thousands of product managers at 100s of companies on the role of product management.

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