Implementing a Win/Loss Intelligence Program

Implementing a Win Loss Intelligence Program


Primary Research CX/CI Experts

www.market-awareness.com

Monthly Intelligence Webinar Series:


VoiceoftheBusinessAcademy.com

•  On-demand courses and roadmaps

•  Accreditation and certification

•  “How” in addition to “why”

•  Templates to implement in your organization

•  Created by professionals who have implemented in the real-world

•  Organizations can select courses to create their own training programs


Monthly CX/CI Webinar Series:

Implementing a Win/Loss Intelligence Program

Implementing a Win/Loss Intelligence Program

You’ll Learn:

•  Implementing a baseline where the data is strategic, unbiased, measurable,

actionable and repeatable

•  Focused on allowing you to implement the program

•  Provide a unified view of buyer intelligence (perceived strengths and

weaknesses)

•  No longer have to “assume” where your organizational should be focusing

on strategically

•  Manage your own Customer Experience (CX)


What We’ll Be Covering in the Webinar

•  What comprises a win/loss program

•  Sample size selection

•  Program credibility issues

•  Proper measuring scale

•  Human-to-human intelligence

•  Quantitative and qualitative intelligence

•  Methodology phases

•  Methodology tasks


One Quick Definition

When we use the word “sample” – we’re referring to your existing customers or lost prospects


What is a Win/Loss Intelligence Program

1.  Reveals intelligence on your perceived strengths and weaknesses

2.  Reveals buying habits, challenges and adoption rates of your offerings,

competitor advantages

Why do it…?

By-product of doing a win/loss program...?

1.  Increasing your existing customer retention rates

2.  Improving your win-rate


Benefits of a Win/Loss Intelligence Program

•  Understanding why your buyers buy

•  Organizational perceived strengths and weaknesses

•  Salespeople strengths and weaknesses

•  Product strengths and weakness

•  Delivery strengths and weaknesses

•  Brand and marketing strengths and weaknesses

•  Qualitative and quantitative feedback

•  Ability to perform predictive analytics

•  Strategic direction for executives

•  Tactical direction for managers

•  Competitor comparisons

•  Continuous tracking of organizational changes

•  Ability to constantly prioritize gaps

•  Ability to stop guessing which areas to focus on

•  Etc etc etc...!


Aligning Your Organization


Aligning Your Organization


All Methodology Phases & Tasks


Just Methodology Phases


Methodology Phase: Kickoff




Task 00.1: Win/Loss Project Agreed To

•  Assigned and manage

•  Understand all phases and tasks

•  Communicates with primary stakeholders



Task 00.2: Identify Primary Internal Roles

•  Who receives information and intelligence

•  Link those people to specific KPI’s

•  Dissemination of data and intelligence



Task 00.3: Prepare Internal Kickoff Presentation

•  Kickoff meeting scheduled

•  What is planned to be accomplished

•  Setting expectations

•  Next steps are communicated



Task 00.4 & 00.5: Sample Spreadsheet

•  Criteria defined for selecting samples

•  Selection process agreed to

•  Select double the amount of samples

•  Existing customers and lost prospects

•  Multiple contacts per sample (more the better)



Task 00.6: Kickoff Presentation

•  Bring everyone together

•  Communicate how samples were selected

•  Schedule

•  How people will be updated on project milestones



Task 00.7: Draft Salesrep Introduction Email

•  For the primary salesrep for each selected sample in your spreadsheet

•  Draft email text to schedule quick discussion regarding their sample – word carefully – communicate that it is for the overall organization



Task 00.8: Schedule Salesrep Sample Review

•  Email to schedule quick discussion regarding sample with each salesrep in your spreadsheet

•  Have a discussion regarding each specific sample they were primarily responsible for



Yield Sign: One

•  All samples and sample contacts identified

•  Agree on samples and internal contacts – no going back – will be scheduling in next phase

•  All prior tasks completed and agreed upon



Black Circle: A

•  Next phase can’t start until roles and discussion with primary stakeholders done

•  Everything locked in and agreed upon

Methodology Phase: Discovery




Task 10.1: Finalize Samples and Sample Contacts

•  Include any information to sample spreadsheet based on the detailed conversations with salesreps



Task 10.2: Define Measurement Scale

•  Measuring scale defined (recommend 0 to 10)

•  Two scores (score your firm and value score)

•  0 = poor, 10 = excellent

•  0 = not valuable, 10 = very valuable

•  Expectation gap score formula



Task 10.3: Key Performance Indices (KPI’s)

•  Measurable KPI’s are generated to capture

qualitative and quantitative data

•  Template with this course to provide some

examples

•  Create follow-up questions based on if samples

provide a low or high score



Task 10.5: Create Custom Questions

•  Custom questions from the salesrep detailed

discussions with salesreps – would be unique for

each specific sample

•  Contained in a document and ready for when

sample contacts are scheduled



Task 10.6: Email Salesrep Internal Score Document

•  Primary salesrep provides scores for each of the

KPI questions that each sample will be asked

•  Understand salesrep’s expectations

•  Will use their score later for comparison with a

sample



Task 10.7: Executive Email Sent to Sample Contacts

•  Executive sends email to each sample contact

individually

•  Coveys needing input and that it is a strategic

initiative on behalf of your organization

•  Person contacting samples would be cc’d on the

email since the executive email references them



Task 10.8: Contact Emails/Calls Defined

•  Email & Phone contact templates created – used

for each sample contact

•  A plan created for different emails and phone

messages based on having to contact each

sample many times until they respond



Yield Sign: •  All KPI’s defined

•  Consistent measuring scale

•  Call scripts created

•  Executive email sent out



Black Circle: B •  All discovery phase tasks done

•  One chance to make a first impression with sample

contacts – make sure you plan for it

Methodology Phase: Analyze


Task 20.1: Emails/Calls to Schedule Meetings

•  Using email and phone templates

•  Give samples time to get the executive email

•  Forward executive email you were copied on

to the sample – with your email template text

in your email (then they’ll see the executive

email again – and recall that you are doing

this)

•  There will be sample contacts that decline

•  Downplay the amount of time needed

•  Each call can take between 15 and 50

minutes



Task 20.2: Set up Gotomeeting

•  Allows common call-in number



Task 20.3: Email Sample “Reminder” Email

•  Send sample contact a reminder 5 minutes

prior to scheduled gotomeeting call

•  Make it as easy as possible – and not

exchange a bunch of emails

•  Each email they’re less likely to respond

•  Never miss one of your scheduled calls



Task 20.4: Call with Sample Contact

•  Thank them for taking the time

•  Inform them you are recording to capture all

input from them – or take notes manually

•  Calls will get easier the more you do



Task 20.5: Capture all Information

•  Be efficient

•  Realize trends from other calls – do more

questioning



Task 20.6: “Thank You” Email Sent

•  Respect their time and input

•  Close the loop



Task 20.7: Turn Information Into Intelligence

•  Another course: “Turning Information into Intelligence”

•  Based on the measurable scores you obtained

for the KPI’s



Task 20.7: Turn Information Into Intelligence

•  Another course: “Turning Information into Intelligence”

•  Based on the measurable scores you obtained

for the KPI’s

•  Example

•  Expectation Gap Score calculation



Task 20.8: Predictive Analytics Determined

•  Combine several KPI’s

•  Example

•  Ability to predict future outcomes (in-jeopardy customers, lost prospects that should be re-engaged, etc.)



Task 20.9: Impact Analysis Report

•  Create impact analysis reports for each organizational area



Task 20.10: Updated Tracking Spreadsheet

•  Critical to constantly update your contact tracking spreadsheet after almost every call

Methodology Phase: Documentation


Documentation Phase

•  Document

•  Analyze

•  Themes emerge

•  Generating a deliverable



Task 30.1: Populate Deliverable

•  Qualitative and quantitative

•  Scores and quotes

•  Populate your deliverable template

•  Can be lengthy depending on number of sample contacts you had a discussion with



Task 30.2: Themes and Trends Identified

•  Themes will be the things that the numbers don’t draw out as being obvious



Task 30.3: Spellcheck Deliverable

•  Spellcheck by someone other than who created it



Task 30.4: Plus Minus Gap

•  Create a consolidated grid of KPI scores obtained

•  Average each sample’s contacts – provides an overall score

•  Identifies top perceived strengths and weaknesses

•  This will provide one of the most important aspects of your project



Task 30.5: Identify Valuable Samples

•  Sort plus/minus grid based on the sample value scores



Task 30.6: Theme Recommendations

•  Important to list out your recommendations to the themes that were uncovered



Task 30.7: Sample Specific Intelligence

•  There will be unique things that happened with each sample – keep track of those – capture it



Task 30.8: Averaged Intelligence

•  Average all sample scores

•  Look for trends of scores

Methodology Phase: Presentation




Task 40.1: Prepare Executive Presentation

•  Prepare executive presentation

•  Identify process, steps, and how you obtained the information – and converted into intelligence

•  Be prepared for tough questions

•  Summarize – get to the point

•  Executives are “strategic” – don’t drop down too much (but be willing to explain if they ask)



Task 40.2: Schedule Primary Internal Scores

•  Primary owners are communicated with regarding the information and intelligence for their areas



Task 40.3: Review Observations & Next Steps

•  They will want to know what you think the next steps should be based on the observations

•  Capture additional questions to be baked into future question sets for each sample

•  KPI’s are captures once – else cannot compare those KPI’s with original scores



Task 40.4: Close Loop with Samples

•  Absolutely critical – close the loop with each sample (they want to know that they helped and that you value their input)



Intelligence Repository

•  All documentation maintained in a repository

All Methodology Phases and Tasks


High Level Timeline and Overlap of Phases


Where Does Your Organization Fit


Webinar Conclusion



Upcoming Webinars (register @ www.market-awareness.com)

Choose which future webinars you want us to feature: