May
26
How can Win/Loss Analysis help you find untapped markets? — On Product Management
ByOne of the problems with Win/Loss Analysis is the focus on accounts where your company is already engaged. Can this analysis help you find untapped markets, or accounts where you are not being considered?
via How can Win/Loss Analysis help you find untapped markets? — On Product Management.
Many companies worry about deals they’re losing. What about deals they don’t even know about? It seems that many companies are blind to what works and doesn’t in the buying process. And blind to which markets they serve and which they should.
Win/Loss is such a powerful tool but it’s not a salesperson’s job. Yet only 40% of product managers claim responsibility for it. What is your company doing to understand why you win and why you lose?
Historically, any company is so much customer-focused that they forget that their “Non-Customers” are equally important for them — people who arent buying from them or arent using their product as much as they should. This is Product Manager’s job to get in touch with those accounts and learn why they arent buying their products. So as much is Win analysis important, Loss analysis & subsequent follow up with those accounts open up new opportunities for the business. PMs in my team do this but I will agree that it is not a widely accepted practice. It needs a good collaboration between Product Management and Sales and more importantly people realizing the importance of getting closer to their “Non-Customers”.