How Win-Loss Powers Brand Perception | Meg Fitzgerald

Using Win Loss Analysis to Improve Revenue Process | Jess Iandiorio, Meg Fitzgerald, Ray Grady

This week, Ryan is joined by Jess Iandiorio, Meg Fitzgerald and Ray Grady as they discuss how the C-Suite are using Win-Loss Analysis. From gaining support and including incentives for Sales and Marketing to aligning Win-Loss with business priorities, they share their expertise on running Win-Loss and where it can go wrong. This episode was taken from the session ‘How the C-Suite are Using Win-Loss Analysis to Improve their Revenue Process’ at Compete Week 2023. 00:00 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=0s] - Introduction 03:36 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=216s] - What goes into a great Win-Loss program 06:41 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=401s] - CRM as a Starting Point 09:16 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=556s] - Changing CRM Fields 13:14 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=794s] - Aligning Incentives in the Revenue Team 15:50 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=950s] - A CEO's Perspective on Win Loss Data Presentation 17:02 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=1022s] - Handling Large Volumes of Deal Data 18:21 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=1101s] - Handling churn data and understanding market perception 19:05 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=1145s] - Advice on Rolling Out a Win Loss Program 21:46 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=1306s] - Avoiding the Pitfall of Unused Win Loss Insights 23:52 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=1432s] - The CEO should lead Win-Loss initiatives 26:19 [https://www.youtube.com/watch?v=84NZvyOt1n4&t=1579s] - Should Product Marketing run Win-Loss? Learn more about how win-loss and competitive enablement work together: www.win-loss.com Check out the Compete Network to find the industry's best competitive content all in one place: https://thecompetenetwork.com/ [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbUw1bGoyRkZXUXZncUJXLUhpSGNnYlQ0V2xPd3xBQ3Jtc0tscS1GU0txM2JDNjRVOVZ0TEF3Y3IySTVSLTVaUXUwc1VFWWFpYzdaNlZqekh4S2NpRjhXMVBIZ0lrcVMzeGN0RFpsNEJUZGJ4YmRyWW5Kb21LWnhzVUJyYUdhbjcyb2czOER0TDBrWURRSXFGUjhyZw&q=https%3A%2F%2Fthecompetenetwork.com%2F&v=84NZvyOt1n4] Sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content: https://klue.com/newsletter [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa3NuZlBOVl9qaVViZDlxSDBFRlFVQTMxTkVyQXxBQ3Jtc0tuckJFSTh1SlpSbXpDanVNOTNyTWg1R2FnM2dwWGhxalhlQkFZYnZGRW1oTXZ0Nk92NWZqUFAyeFhQYjlUWnlNRkFrMlBMQThxU0JxTmFlSE10ZWk5S2dRZ3VkYlZVVFBPaW1ncG51MG45aTYxaW5RUQ&q=https%3A%2F%2Fklue.com%2Fnewsletter&v=84NZvyOt1n4]

How Win-Loss Powers Brand Perception | Meg Fitzgerald

Meg Fitzgerald, Senior Vice President at Insight Partners joins Ryan this week to talk about how Win-Loss can be used for more than just sales… it can direct Brand decisions. They talk about how to measure the ROI of brand investments from using the voice of the customer, voice of your employees and the issues with deficient investment in brand. Key Moments: 00:00 - Introduction 00:20 - Measuring the ROI of brand investments 06:31 - Are companies deficient in brand investment? 09:22 - Brand investment at different maturity stages 15:06 - How many customers to interview for Win-Loss analysis 17:48 - Resources needed for early stage Win-Loss analysis 21:50 - Difference between early and growth stage Win-Loss analysis 24:59 - Turning Win-Loss data into insights 27:15 - Are Win-Loss insights valuable to board members? 29:43 - Brand measurement for late stage companies 33:47 - Unique vs. generic objectives 36:10 - Not letting AI be a disruptor

Finding the Story in the Data | Carol Meyers

Carol Meyers, board chair of Crunchr and Go-to-Market advisor, joins Ryan to talk about her experiences with Win-Loss analysis over her accomplished career. They touch on how to use Win-Loss data to inform when you have a real competitor, how to present Win-Loss at a board meeting and how AI will affect the business landscape for Sales and Marketing. Key Moments 00:01 [https://www.youtube.com/watch?v=lMAuqhiXRLo&t=1s] - Introduction 00:59 [https://www.youtube.com/watch?v=lMAuqhiXRLo&t=59s] - The importance of Win-Loss analysis 04:35 [https://www.youtube.com/watch?v=lMAuqhiXRLo&t=275s] - Win-Loss programs vs. Win-Loss projects 06:57 [https://www.youtube.com/watch?v=lMAuqhiXRLo&t=417s] - When to go after a competitor 09:01 [https://www.youtube.com/watch?v=lMAuqhiXRLo&t=541s] - Other sources of data to use with Win-Loss 10:40 [https://www.youtube.com/watch?v=lMAuqhiXRLo&t=640s] - Do companies understand the importance of competitive intelligence? 14:01 [https://www.youtube.com/watch?v=lMAuqhiXRLo&t=841s] - Taking action on Win-Loss insights after board meetings 17:10 [https://www.youtube.com/watch?v=lMAuqhiXRLo&t=1030s] - What it takes to run a Win-Loss program 20:30 [https://www.youtube.com/watch?v=lMAuqhiXRLo&t=1230s] - How AI will affect business and competition 23:10 [https://www.youtube.com/watch?v=lMAuqhiXRLo&t=1390s] - How AI will change Sales and Marketing 27:20 [https://www.youtube.com/watch?v=lMAuqhiXRLo&t=1640s] - How to start a Win-Loss program Learn more about how win-loss and competitive enablement work together: https://klue.com/win-loss [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa3hvT2FEQWNDVW5uSGMxNzJCdGNBRXVnem5JUXxBQ3Jtc0tuMVMxMll6UDVNRktIYk85SXFZTjNhMDJzNTVLZmlJRlRjOEZLWXBqUEhZR0gzTG1pRGc0Z2hxb1JneEVSTzRTWDhYdjhzZGRvV1NEbEJuVVNCcGEtaFlNbEhlQkdUaVE3YkJoYWYxUDlpQ1FuaUFNRQ&q=https%3A%2F%2Fklue.com%2Fwin-loss&v=lMAuqhiXRLo] Check out the Compete Network to find the industry's best competitive content all in one place: https://thecompetenetwork.com/ [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbjJzdHBSeEJ3clhMYmRMcVVNMzJmQVRRdXlkUXxBQ3Jtc0trdmZKeEJWekhQaW9VUXBwVTdQY3RfVlpXZ0xyMXFhcnhPam00eFltMVljWGtZd3NJMDZGaE9KRzZMa1dxSk1VcHBIUHZiZmxUQlhwR1ZCc1NjZkFaZTVLRUdYZUdiLXhoYVZaWWFOVUZLUVVDZHBZMA&q=https%3A%2F%2Fthecompetenetwork.com%2F&v=lMAuqhiXRLo] Sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content: https://klue.com/newsletter [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbU5LWFJJbmlteTJlbE9yZ1YxQVFJRzQ5WjktUXxBQ3Jtc0tsZUlCd3dfTFo2aGl3SVNtVHhWS1JjUmI5djJCMGxUa0xLb0xBanM1SXh4WWNqMXdndE9JMGVDWFlfcE9SRjB4Mm5SaGxmcUxWZjhGbGtDaS1BcHpRaXlycFotd1pNWkpHX0J3OGhZWmNwRGNwcEFhdw&q=https%3A%2F%2Fklue.com%2Fnewsletter&v=lMAuqhiXRLo]

The Future of AI and Win-Loss with Ray Grady

Ray Grady [https://www.linkedin.com/in/ray-grady-107398/] has been in tech space since the early 90s and has never seen anything as powerful as AI. He joined host Ryan Sorley [https://www.linkedin.com/in/ryansorley/] to talk about the impact he thinks artifical intelligence will have on society, government and tech. He also shares the intensely high returns he's seen from win-loss programs he's sponsored for the companies he's led. Catch up on all Season 3 episodes of Blindspots at https://klue.com/shows/blindspots [https://klue.com/shows/blindspots]. Blindspots is brought to you by the Compete Network [https://thecompetenetwork.com/]: the #1 community for competitive intelligence and enablement professionals. Key Moments (00:10) Ryan's first-ever customer at DoubleCheck (01:29) How Tom leverages win-loss insights (04:29) How big is the gap between seller intel and buyer intel? (06:38) Using win-loss insights to drive decision making (08:23) Gaining competitive intelligence through win-loss analysis (12:15) Presenting win-loss insights at board meetings (14:26) How Tom used win-loss insights to inform mergers and acquisitions (18:13) Tom's advice for starting a win-loss program Production Team: Host: Ryan Sorley [https://www.linkedin.com/in/ryansorley/] Producer: Ben Ronald [https://www.linkedin.com/in/ben-ronald/] Audio Editor: Michael Panes [https://www.linkedin.com/in/michael-panes/] Supervising Producer: Adam McQueen [https://www.linkedin.com/in/adam-mcqueen-032a5b10b/]

Why Investors Invest in Win-Loss Programs with Chris Fountain

Chris Fountain is an operating partner at Frontier Growth, a private-equity firm investing in B2B SaaS companies.  Their partnership-based approach means that Chris will never tell his portcos to invest in win-loss. But given how much return Chris has seen on a relatively small investment thanks to win-loss analysis, you can be sure he strongly recommends it. Chris joined Ryan to talk about  how win-loss can and should inform all your strategic initiatives (product roadmap, GTM, overall positioning), how AI might change the win-loss game and much more. You can watch the full interview on Klue's YouTube Channel [https://www.youtube.com/channel/UCanYqr2Q0J1nyZloCl8qhvw] And catch past episodes of Blindspots here [https://klue.com/shows/blindspots] Blindspots is brought to you by the Compete Network [https://thecompetenetwork.com/]: the #1 community for competitive intelligence and enablement professionals. Key Moments (00:00) Intro (01:37) What it means to be a growth PE Firm (03:11) The partnership approach to investing (05:56) When does Chris recommend win-loss to his portcos? (08:54) How win-loss insights should be delivered to the board (14:37) Whats the right number of data point for win-loss analysis (17:37) How will AI change investment decisions (22:06) Chris's advice to other investors looking at win-loss programs About the Compete Network The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement community. Learn from the best in the industry, connect with other competitive professionals, and share your own experiences with the community. It all happens on the Compete Network powered by Klue.