How to win at win/loss analysis | Scott Varner, Senior Consultant at Clozd

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Product Marketing Insider

Product Marketing Alliance

53 episodes

9 months ago

Welcome to the Product Marketing Insider podcast brought to you by the Product Marketing Alliance. Tune in, and explore the infinite product marketing wisdom of guests plying their trade at the hottest roles in the industry. NB: Views expressed in this show are not necessarily that of Product Marketing Alliance or its affiliated communities.

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How to win at win/loss analysis | Scott Varner, Senior Consultant at Clozd

Product Marketing Insider

20 minutes 45 seconds

2 years ago

How to win at win/loss analysis | Scott Varner, Senior Consultant at Clozd

In this episode of Product Marketing Insider, host Lawrence Chapman is joined by Scott Varner, a Senior Consultant at Clozd.

Scott manages win-loss programs to help enterprise organizations systematically and helps them uncover why they win and lose deals in order to improve win rates.

During the discussion, Scott shared how product marketers can win at win/loss analysis, focusing particularly on:

What an effective win/loss program looks like,
How product marketers can incorporate win/loss into sales,
The role of VoC in the win/loss process,
How product marketers can get buy-in from key stakeholders when conducting win/loss research,
Top tips for analyzing the results of win/loss interviews and how findings can be used to improve a product or service, and
The measures that can be introduced to ensure win/loss takeaways are being shared effectively.