Systematically Approaching Your Win-Loss Strategy
Find out why your win-loss strategy is so much more than numbers and how Spencer and his team at Clozd are helping their clients to thoughtfully and deliberately nurture their pipelines for long-term marketing success.
Clozd provides world-class services and technology for win-loss analysis. They help B2B solution providers, in any industry, uncover the real reasons why they win and lose so they can develop more effective strategies and solutions to close more deals.
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Guest Bio
Spencer has extensive experience helping companies grow their revenues through global expansion, product line extension, and operational efficiency. He is the Founder of Clozd, a premium win-loss services provider. Prior to Clozd, Spencer worked at Qualtrics where he was instrumental in defining its growth strategy and scaling global sales and marketing operations. Before Qualtrics, Spencer worked at Bain & Company, where he led projects that spanned Bain’s strategy, sales force effectiveness, go-to-market, customer experience, and performance improvement practices. Spencer holds an MBA from Duke University’s Fuqua School of Business and a bachelor’s degree in finance from Brigham Young University.
Guest Bio
Spencer has extensive experience helping companies grow their revenues through global expansion, product line extension, and operational efficiency. He is the Founder of Clozd, a premium win-loss services provider. Prior to Clozd, Spencer worked at Qualtrics where he was instrumental in defining its growth strategy and scaling global sales and marketing operations. Before Qualtrics, Spencer worked at Bain & Company, where he led projects that spanned Bain’s strategy, sales force effectiveness, go-to-market, customer experience, and performance improvement practices. Spencer holds an MBA from Duke University’s Fuqua School of Business and a bachelor’s degree in finance from Brigham Young University.
Episode Summary
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 roadmapping.
- 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.
Quotes
“ 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 Highlights
*(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
Episodes Transcript
- 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 roadmapping.
- 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.
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