Win / Loss Reviews: A New Knowledge Model for Competitive Intelligence - Hardcover

by Rick Marcet (Author)

An effective framework for strengthening competitiveness by learning from past deals and applying insights derived from them.

Every sales opportunity, whether won or lost, has useful nuggets of information that can be harvested and used to improve performance. When those pieces of information are aggregated, analyzed and made available for all to use, the organization's competitive position is greatly enhanced.

• Reveals how to turn field sales teams, a mostly underutilized resource, into net producers of competitive intelligence
• Exposes new and unconventional approaches for gathering and democratizing sales insights for a broad stakeholder audience
• Presents a proven knowledge sharing model that is being adopted by major companies worldwide

Win/Loss Reviews shows how every company can improve top and bottom line performance by systematically capturing the key insights from deals that have been won, lost or delayed. While the book talks to decision makers and business strategists, the principles and disciplines explored are aimed at bridging the flow of competitive intelligence between sales and marketing, simultaneously providing insights and line-of-site to the dynamics affecting business performance.

Front Jacket

In Win/Loss Reviews, Rick Marcet reveals a new knowledge model that taps into one of the most underutilized sources of business and competitive intelligence--your sales staff. But this book isn't about Sales 101. It deals with empowering and encouraging your sales force to extract the most they can from their sales opportunity outcomes--whether won or lost--to cull valuable strategies, insights, and opportunities from every sale, and capitalize on every opportunity, every conversation, every call. It's about leveraging the competitive intelligence right under your sales force's nose--what customers are saying about their needs, which tactics the competition is using, and how your products could more effectively support the customer's strategic vision.

Cutting through the biases that lead you to believe that you win because of great sales skills or lose deals because of price, Marcet reveals the factors that can truly affect the outcomes of deals and offers a systematic and institutionalized way of capturing and sharing real-time information that complements corporate marketing research studies, competitive intelligence reports, and customer surveys.

Want to protect your company from competitive threats encroaching in all areas of your business? Through quickly and effectively capturing competitive win and loss information from the sales force at the front lines with the clearest view of the action, your company will achieve "crowd wisdom"--a grassroots, bottom-up approach of gathering micro-intelligence to harness the most accurate, relevant, and practical insights to benefit your company's stakeholders.

Win/Loss Reviews is built around practical foundations and real-world examples, with insight into how technology and social media are enabling intelligence to proliferate and be accessed where and when it is needed. Its hard-won wisdom lets you in on field-tested, practical information you can use now to make every sales call--even the not-so-great ones--a true win.

Back Jacket

WIN/LOSS REVIEWS A NEW KNOWLEDGE MODEL FOR COMPETITIVE INTELLIGENCE

In Win/Loss Reviews, Rick Marcet reveals a new knowledge model that taps into one of the most underutilized sources of business and competitive intelligence--your sales staff. But this book isn't about Sales 101. It deals with empowering and encouraging your sales force to extract the most they can from their sales opportunity outcomes--whether won or lost--to cull valuable strategies, insights, and opportunities from every sale, and capitalize on every opportunity, every conversation, every call. It's about leveraging the competitive intelligence right under your sales force's nose--what customers are saying about their needs, which tactics the competition is using, and how your products could more effectively support the customer's strategic vision.

Cutting through the biases that lead you to believe that you win because of great sales skills or lose deals because of price, Marcet reveals the factors that can truly affect the outcomes of deals and offers a systematic and institutionalized way of capturing and sharing real-time information that complements corporate marketing research studies, competitive intelligence reports, and customer surveys.

Want to protect your company from competitive threats encroaching in all areas of your business? Through quickly and effectively capturing competitive win and loss information from the sales force at the front lines with the clearest view of the action, your company will achieve "crowd wisdom"--a grassroots, bottom-up approach of gathering micro-intelligence to harness the most accurate, relevant, and practical insights to benefit your company's stakeholders.

Win/Loss Reviews is built around practical foundations and real-world examples, with insight into how technology and social media are enabling intelligence to proliferate and be accessed where and when it is needed. Its hard-won wisdom lets you in on field-tested, practical information you can use now to make every sales call--even the not-so-great ones--a true win.

Author Biography

RICK MARCET is the program director for the World Class Selling initiative at Microsoft. He is responsible for leading the drive to increase the sales capabilities of field sales organizations through both the art and the science of selling, across all customer segments. He accomplishes this through the effective use of inquiry-led sales techniques and business and competitive intelligence to drive sustained sales growth and achieve consistently high customer satisfaction.