I am writing a series of articles on Win/Loss analysis, including some detailed advice and techniques on how to perform it. I am personally dismayed at the state of affairs in our profession, however. If you look back at my previous article (here), the Pragmatic Marketing survey of 1100 PMs and PMMs reported that only 20% actually perform Win/Loss themselves. Thinking a little further, I think the number is even lower. To really “do” win/loss analysis, I think you need a body of interviews and account write-ups so that you have confidence in the significance of the data. If we further asked the 20% how many write-ups they’ve done, my suspicion is that they have done very few. And of those who DO it, frequently they mean that they summarize the CRM logs or interview sales people rather than interviewing prospects and customers directly.

It’s important, I think, to talk about both sides, i.e., what Win/Loss is, and what it is not. I’m starting with articles about the bad practices I see out there because I think we first have to admit the problem. (Step 1 of any 12 step recovery program is to admit the problem. I take that further and say it’s important to truly understand the problem.) The examples I give are from real life. Naturally I can’t reveal specific client information, but the stories are real.

Certainly, a great product manager ensures that they can access good Win/Loss Analysis data. I have always done my own. But there are reasons why some will choose to outsource it. Our straw poll suggests that most PMMs and PMs are simply too busy, or think they are too busy, to do it themselves. And yes, my firm can help. But I hope that the main message comes across loud and clear: you need this data, not just CRM summaries, and I will be providing a structured approach for how to do it yourself.

I have spoken on this topic several times. If you want to hear the best practices I recommend, you can check out an older webinar here: http://www.featureplan.com/ryma/press-releases/pr28.htm

Since that webinar I have updated my approach, but most of the basics are, of course, the same.

Stay tuned!

Sort of sounds like a plug for your consulting company. What if I want to do win/loss on my own, but can’t afford to hire someone to do it for me? I’m glad that you’re pointing out what NOT to do in your series of posts on the topic, but it would also be helpful to hear what to do. So far the only bullet point you’ve provided under the “DO” column header is “hire eigenworks since you’ll never have the time to do this crap and because let’s face it, deep down you don’t really want to anyways.”