Cracking the code: Unlocking critical insights through win-loss analysis

Jonathan from Close presents a comprehensive framework for implementing win loss analysis programs, drawing parallels to Pixar’s brain trust methodology for candid feedback. He begins by explaining how Pixar uses structured criticism through their brain trust system to improve storytelling, then applies these principles to product marketing. The presentation reveals that CRM data is unreliable, with competitors tagged incorrectly 65% of the time and closed lost reasons wrong 85% of the time. Jonathan outlines a six-step framework for successful win loss programs: begin with the end in mind, start with existing data, secure cross-functional buy-in, choose appropriate feedback channels, automate processes, and analyze and democratize insights. He discusses various feedback collection methods including live interviews, asynchronous interviews with AI follow-up, and surveys, emphasizing the importance of getting stakeholder buy-in and avoiding program silos. The presentation includes success stories from clients like AuditBoard (5% win rate increase), Headspace (rebranding decisions), and ecommerce tools (messaging refinement), highlighting how win loss analysis can identify win-back opportunities and drive business decisions. The session concludes with practical advice on incentivizing participation and getting sales team alignment.

Johnathan Johnson, Director, Product Marketing & Growth, Clozd