BPMA - A Closed-Loop System of Continuous Improvement: Applying Win/Loss

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When: Thu November 15, 2012 6:00 pm

Organization: Boston Product Management Association

Location: Constant Contact 1601 Trapelo Road Reservoir Place, Main Bldg, 3rd floor Waltham, Massachusetts 02451

Website: http://www.bostonproducts.org/events/event_details.asp

Whether you're new to win/loss analysis or want to build on your experience, our speaker, a visionary practitioner of competitive intelligence in the enterprise software industry, will share how his company garnered information and involvement from win/loss and put it to effective use.

Ken Schwarz, Director of Competitive Intelligence at Progress Software, walks you through three years of hard knocks - getting C-level executives to embrace the practice, dispelling ethical concerns, and winning the confidence of those that prefer to hide from, rather than learn from, lost accounts

Learn about key aspects of this successful Win/Loss program. Hear how Progress combined field and customer interviews, working closely with a third-party to perform independent interviews, and injected results into corporate circulation to improve product as well as sales effectiveness .

Key Takeaways:

  • View sales activities as a learning opportunity waiting to happen
  • Secure C-level buy-in to make curiosity and candid feedback a core company value
  • Better understand the ties that bind product, sales, and competitive intelligence
  • Create a field interview program in your own company
  • Apply lessons learned to various activities, from product improvement to field enablement "battle cards”

This meeting is being held in conjunction with the Massachusetts Chapter of SCIP - Strategic and Competitive Intelligence Professionals.