This is the first book I have read on win loss analysis where Sales is the primary executor of this process. After all, Sales is the best source for sales intelligence as no one is more directly connected with your company’s customers. This is also the first book I have read where a company is using technology to collect customer intelligence from Sales which includes wins and losses.
Win/Loss Reviews is real-time intelligence collection from selected sales events. It provides Microsoft sales, marketing and product mangers with early warning intelligence like no other win loss process out there. While there is incredible value from deeper interviews of your customers by a neutral third party, there is delay both in execution and the time to assemble good analysis, and get it to the right people.
Author, Rick Marcet describes how he established a scalable win loss process using technology that hangs off Microsoft’s sales force management system. This makes it easy for Sales to input their data, no more than 15 minutes per case. He refers to Sales’ input as micro intelligence.
I particularly appreciate the psychological aspects Mr. Marcet weaves throughout this book to engage Sales cooperatively as so many in marketing and competitive intelligence fail to motivate Sales to share!
- Sales is the primary beneficiary of these win loss reviews and the cumulative database, and they know it. After all they helped design the system.
- Sales highly values peer-to-peer interaction, which this database of sales and customer intelligence facilitates.
- Conducting win loss reviews is part of the sales process and is considered an “advanced” sales skill.
- Rick also created an APP so Sales can tap into this intelligence on the fly from their Smartphones. Wow, talk about powerful and “for Sales.”
- Win loss input is essential to be considered for various rewards and recognition at Microsoft.
However, Sales is not the only beneficiary of this real-time intelligence and cumulative win loss database at Microsoft. Product management, product development, executives, and marketing can all tap into the collective “crowd wisdom” from this database, to help them make better decisions with timely information.
Just in case you are skeptical about Sales’ bias in reporting (We win because we’re great. We lose due to price.), Mr. Marcet has factored these biases within his database algorithms.
Kudos to Rick Marcet for developing this process to capture valuable customer and competitive intelligence directly from Sales! This book is a must read for anyone in sales management, marketing especially customer insight, and competitive intelligence.