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Conducting a Win/Loss Analysis

Conducting a Win/Loss Analysis. Danny Petrecca Director of Product Management, Enterprise GIS Product Management Webinar Series November 28, 2012. Agenda. Introduction – 5 min Win/Loss Analysis – 30 min. Q&A/Discussion - 20 min. Topic suggestions and feedback – 5 min.

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Conducting a Win/Loss Analysis

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  1. Conducting a Win/Loss Analysis Danny Petrecca Director of Product Management, Enterprise GIS Product Management Webinar Series November 28, 2012

  2. Agenda • Introduction – 5 min • Win/Loss Analysis – 30 min. • Q&A/Discussion - 20 min. • Topic suggestions and feedback – 5 min

  3. PM Webinar Series Goals • Forum for Product Managers to … • Discover Best Practices • Share Experiences • Get better as Product Managers • Build a Broader Product Management Community within Telvent • First Step • Foster Open Discussion, Q&A and Exchange of Shared Experiences

  4. Agenda • Goals and Benefits of a Win/Loss Analysis • Guidelines for Engagement • Win/Loss Interview Template • Example Win/Loss Interview • Communication of Results

  5. Goals and Benefits of a Win/Loss Analysis What is a Win/Loss Analysis What Benefit Does it Give

  6. Win/Loss Analysis Definition • Interview with a recent prospect • Understand why evaluators of the product did or did not buy • Determine what steps they took in the buying process • Considers the Whole Product

  7. The Whole Product • The Whole Product includes • Tangible software/hardware/etc. • Sales • Pricing • Marketing • Channels • Proposals • Implementation • Training • Support • Corporate relationships

  8. Product Management Dimensions Strategic(inbound) Tactical (Outbound) Technical

  9. What is the Value • The most direct contact to collect inbound market information • Prime opportunity to validate and test the market with your: • Value Proposition • Positioning • Strategy • Pricing • Marketing • Technical completeness

  10. Unexpected Value • Identifies weakness and strengths in your WHOLE PRODUCT • Defensibility of Business Plans • External justification for the decisions you make as a Product Manager • “Your opinion, while interesting, is irrelevant” • Gather content and connection for case studies • Vet future product plans • Cloud/SaaS • Mobile • Invite them to key events • Product Advisory Group meetings • Conferences • Webinars

  11. Guidelines for Engagement When is the Right Time? Invitation

  12. When and How? • Within 6-8 weeks after closing opportunity • Work with sales to find the right time • Do not go in too early • Obtain correct contact info • Ensure you talk to the right people • Invite via Email • Sales should not participate in the interview • Specify this in the invite

  13. Email I am the Director of Product Management for Enterprise GIS at Telvent. I would like to ask for some of your time to perform a win/loss interview on the Fiber Manager procurement Telvent recently participated in with you. We perform win/loss analyses on as many opportunities as we can at Telvent. We are always seeking to improve Telvent's products and services, and your feedback is critical to this. This call would simply be to get some feedback on our company, the sale process, positioning and overall offering. We want to make sure we are listening to the market and building the right products. Our goal is not to reopen the sales process in any way shape or form. And, there will be no sales people on the call.

  14. Invite • You are asking for their time, be nice and be flexible • 30 mins via phone should do it • If they get talkative it may go 45-60 mins • Some may benefit from an onsite visit • Large unexpected loss • Know when to say when • If no response, try every 2 weeks for a month • Contact account manager • Maybe try one more time

  15. Win/Loss Interview Template

  16. Win/Loss Interview Template • Many to choose from • Pragmatic Marketing • Engagement Background • Marketing • Sales Contact • Demonstration • RFI/RFP Process • Buying Decision • Price/Value • Spans the Whole Product • Pick one and customize it to your needs

  17. Favorite Questions • Open-ended rather than ratings • Be patient and quiet, you will be amazed at what people are willing to say (especially with sales folks not around)! • Buying Decision • What solution were you previously using? • What were you originally looking for? • What was the final ranking of vendors? • Was there a point where we were clearly winning/losing? • Key factors that compelled you to select the vendor that you did? • Where were we the strongest/weakest during overall evaluation process? • What business benefits do you expect to get from the new system? • What would it have taken to change the outcome? • Price/Value • How did the price/value of our products/services compare?

  18. Example Win/Loss Interview

  19. Example Win/Loss • Fiber Manager - Digital West - WIN.docx

  20. Select Quotes • On Competition • “The competition felt like two guys in their mom’s garage trying to build software” • “Competition was very pushy. I could tell they were jonesing for a sale. They look at Telvent and say ‘what do we have to do to look like and mimic Telvent’s products?’” • “kind of strange, like they customized the hell out of AutoCAD, there were tons of custom dialog boxes, weird looking to me, trying to make it do the same that ArcGIS prods can do, looked awkward and clumsy compared to ArcGIS” – this from a long time AutoCAD user! • “After seeing the first 3 vendors we were concerned about which terdwe were going to have polish the least” – then they saw Telvent • “It looks like their SW was built in the 90s, and is still there. Very modular. UI had Borland look and feel to it. “

  21. Select Quotes • On Pricing • “We actually liked your software the best.  It is just if we bought it, we would not have had any money from the grant to pay to enter all of the information.” – we were 3 times the winner’s price! • On Existing Systems • “If that CAD file gets corrupted we are up shit’s creek!” • On Demo Effectiveness • “Our VP, a 40 yr. veteran of network engineering, asked some hard questions and you were not stumped. This was the end game.”

  22. Communication What to do with the results of a Win/Loss interview

  23. Follow Up • Communicate it • Summary email to small group • Publish for others to access (fuse, bFO) • Act - Adjust Business Plans accordingly • Pricing and packaging • Website gaps • White papers • Sales approach • Value proposition • Use it to defend your actions as a Product Manager

  24. Additional Resources • Pragmatic Marketing • www.pragmaticmarketing.com • Primary Intel • www.primary-intel.com • Sequent Learning • www.sequentlearning.com • Linkedin • Win Loss Analysis Group

  25. Q&A and Discussion

  26. Topic Suggestions and Feedback

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