Key Components of a Structured Win/Loss Program

“It is essential to adopt a structured approach to collecting buyer insights. Now, if companies decide just to do an ad-hoc buyer interview or win-loss interview, and it's not a more structured process, then companies will end up relying on anecdotal information and never truly understanding the buyer” — Diana Igua   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews two experts from <a href='https://doublecheckresearch.com/'>DoubleCheck Research</a> —Diana Igua, director of marketing & operations and Jen Doyle, research director, about why win/loss is an essential activity for any company.   They discuss: <ul class="p-rich_text_list p-rich_text_list__bullet"><li>What win/loss programs provide to product managers, product marketers and sales teams</li> <li>Why a collection of conversations is more meaningful than one story</li> <li>How to establish a standardized and focused process for structuring win/loss research</li> <li>Why surveys aren’t an adequate replacement for win/loss interviews</li> <li>Two approaches to get target groups to engage with a win/loss interview</li> </ul> Additional Resources Foundations This course is the first step to becoming truly market-driven You’ll learn how to understand the market, how to use market knowledge and how to master the Pragmatic Framework. Learn More <a href='https://www.pragmaticinstitute.com/course/product/foundations'>https://www.pragmaticinstitute.com/course/product/foundations</a>