Systematically Approaching Your Win-Loss Strategy

In this episode, Spencer Dent, Founder of Clozd, provides insights for running effective win-loss programs that help companies see the bigger picture when it comes to product marketing and roadmapping. Spencer also shares Clozd’s three tiered approach to the buyer’s journey, the importance of getting feedback directly from clients, good or brutal, and how to make sure companies are visible to the right people at the right time.

Key Takeaways:

• Continued education for the customer is paramount in showcasing your product’s or service’s value.
• An effective win-loss strategy is essential for product marketing and product road-mapping.
• Choosing to focus on nurturing your pipeline and thought leadership efforts not only helps to educate potential buyers on what you do but it also allows for more streamlined content creation and brand messaging.

Quote(s):

“ I think what you've seen in the last 10 years in terms of the evolution of rev ops, going from being like there's a marketing ops team and a sales ops team and whatever, and a customer success ops team, to a lot of companies are moving to a unified, there's one team that runs the whole customer journey that's responsible for reporting on the whole thing. Making sure all the systems and everything are tied together. We see that right across our clients. And the cool part about win loss is it's the companies that do well with win-loss and actually get the most value out of it, it has very little to do with who owns it, whether it's sales or marketing. It has everything to do with, do they have a culture that can accept feedback?”

Episode Timestamps:

*(04:17) - The Trust Tree: Why pulling buyer data is key to understanding why a deal happened or not

*(24:17) - The Playbook: Clozd’s tactical approach to win-loss

*(34:25) - Quick Hits: Spencer’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Spencer on LinkedIn
• Learn more about Clozd
• Learn more about Caspian Studios