Marketing Ops Journal

Subscriber-Only Expert Interview

Already a subscriber? Login

Subscribe and get immediate access to this interview, full access to our research library, and much more...

Digging for Gold by Analyzing Wins and Losses

Rick Reynolds of AskForensics Discusses Lessons Learned from Win/Loss Analysis of Nearly $12 Billion Worth of Deals

How many companies really understand why they lose deals? And how many really know why they win? Of course, everyone will have an opinion—losses are chalked-up to price, and wins are attributed to stellar salesmanship. But are those opinions accurate? In this expert interview, you'll learn about:

  • The massive strategic and tactical benefits that can result from conducting more rigorous win/loss analysis.
  • How getting prospects and customers to talk about their buying decisions may not be as difficult as you think.
  • Why the common assumption that deals are lost due to price is often a red-herring that can lead teams astray.
  • The real root-causes behind lost sales and what your sales teams should be doing differently to avoid them.

This interview is just one of hundreds of educational resources you get access to as a Marketing Ops Journal subscriber.

Subscribe & Get Access

More Subscriber-Only Resources From Our Library

  • Predicting the Future of B2B Marketing

    What if you could talk to the top thought leaders in B2B marketing and get their predictions about where B2B marketing is headed in the future? Paul Salvaggio of Backbone Media did just that. And in this expert interview, Paul reveals what he learned.

    View This Interview
  • The Price Segmentation Self-Assessment

    Simply answer the questions in this self-assessment (objectively) to gauge the likely quality, accuracy, and efficacy of your price segmentation model. You can assess overall quality, as well as pinpoint specific opportunities for improvement.

    View This Tool
  • Generating More Sales from Existing Customers

    Many B2B companies struggle to identify untapped sales opportunities and maximize revenue from the customers they've already acquired. In this four-part recorded training session, learn what leading sales operations are doing differently to grow share-of-wallet with existing customers.

    View This Webinar
  • The Triangulated Competitive Audit Guide

    The Triangulated Competitive Audit Guide provides an expanded reference list of the various types of questions you'll want to ask about your competitors and why.

    View This Tool