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 organizations 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 thatis 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 intelligencebetween sales and marketing, simultaneously providing insights and line-of-site to the dynamics affecting business performance. INDICE: Foreword. Preface. Acknowledgements. Chapter 1 Introduction. Trusting Today's Seller. Listen to the Customer, Too. Driving Scale and Accuracy. ANew Approach. Summary. Chapter 2 Win/Loss Reviews and Business Intelligence. A New Knowledge Model. BI Governance. Providers of Self-Service BI. Pocket BI:Intelligence to Go. From BI to Competitive Intelligence. Summary. Chapter 3 Why Do We Win or Lose? Factors Contributing to Wins and Losses. Is a Win Alwaysa Win? Narratives Provide Additional Context. Factor Weighting. Do We Learn More from Wins or Losses? Disengaged Opportunities: What's the Real Story? Delayed Deals Benefit from Win/loss Reviews. Summary. Chapter 4 Capturing the Data. Unlocking Tacit Knowledge. Opportunity Details. Outcome Factors. The Narrative. Accommodating Multiple Languages. Summary. Chapter 5 Surfacing the Insights. Tactical Insights. Strategic Insights. Summarizing the Information. Accountability for Surfacing Insights. Trends and Statistical Evidence. Summary. Chapter 6 Beyond Competitive Insights. Award Programs. Recognition. Marketing CaseStudies. Summary. Chapter 7 Measuring Process and Outcome Performance. Scale Drives Quantity. Quality Drives Value. Value, Expectations, and Policy. Setting Expectations. Policy Considerations. Measuring Outcome Performance. Summary.Chapter 8 Stakeholder and Cultural Considerations. Account Manager. Sales Manager. An Emerging Career Skill and Role Requirement. Corporate and Leadership Culture. Cultural Dispositions. Culture and Social Networks. Social Media Paradigms. Summary. Chapter 9 Implementing a Win/Loss Review Program. EstablishingBusiness Goals and Objectives. Planning Phase. Elicitation, Documentation, and Review Phase. Interviewing. Brainstorming. Analysis of Current Tools. Requirements Workshops. Survey/Questionnaires. Prototyping. Gathering Insights from Current Tools, Processes, and Documents. In-Person/Group Input. Concerns and Issues. Consolidation and Publication of Results. Managing Phase. Design, Develop, Implement, and Support. Training and Guidance. Summary. Conclusion: A LookForward. Appendix A Process Improvement: A Case Study. Background. Problem Statement. Hypothesis. The Approach. Define Phase. Voice of the Customer. Stakeholder Analysis. Measure Phase. Analyze Phase. Improve Phase. Control Phase. Results. Appendix B From the Blogosphere. On Whether Sales Teams or Customer Interviews Provide Most Insights. Effect of Social Networking on Win/Loss Reviews. What Win/Loss Reviews May Reveal Beyond Pricing Issues. Win/loss Review Process Improvement. Glossary. About the Author. Index.
- ISBN: 978-1-1180-0741-9
- Editorial: John Wiley & Sons
- Encuadernacion: Cartoné
- Páginas: 224
- Fecha Publicación: 22/06/2011
- Nº Volúmenes: 1
- Idioma: Inglés