Blackblot PMTK Win/Loss Analysis Questionnaire. <Comment: Replace the Blackblot logo with your company logo.>
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1 Company Name: Product Name: Date: Contact: Department: Location: Telephone: Blackblot PMTK Win/Loss Analysis Questionnaire <Comment: Replace the Blackblot logo with your company logo.> Document Revision History: <Enter company name> <Enter product name> <Enter creation date> <Enter contact name> <Enter department name> <Enter location> <Enter address> <Enter telephone number> Date Revision Revised By Approved By <Enter revision date> <Revision #> <Enter your name> <Enter name> Blackblot_PMTK_Win_Loss_Analysis_Questionnaire.docx Page 1 of 7 Pages Sunday, January 01, 2017
2 Table of Contents 1. INTRODUCTION DOCUMENT OBJECTIVE WIN/LOSS ANALYSIS OBJECTIVES SECTION OBJECTIVE WIN/LOSS ANALYSIS OBJECTIVES WIN/LOSS ANALYSIS DESIRED OUTCOMES PRODUCT/MARKET OVERVIEW SECTION OBJECTIVE MARKET/CUSTOMER DESCRIPTION PRODUCT DESCRIPTION WIN/LOSS ANALYSIS QUESTIONNAIRE/FORM SECTION OBJECTIVE WIN/LOSS ANALYSIS QUESTIONNAIRE/FORM PARAMETERS LIST COMPETITION SUMMARY TABLE SUPPORTING DATA SECTION OBJECTIVE ASSUMPTIONS RESEARCH INFORMATION PRODUCT DIAGRAM/ARCHITECTURE... 7 Blackblot_PMTK_Win_Loss_Analysis_Questionnaire.docx Page 2 of 7 Pages Sunday, January 01, 2017
3 1. Introduction 1.1. Document Objective The purpose of this document is to present a sales process and product oriented questionnaire, used to elicit unbiased feedback from company employees and customers involved in the sales effort and buying decision process, after winning or losing a deal. <Comment: Win/Loss Analysis is a process whose output helps improve products and develop better sales functions.> 2. Win/Loss Analysis Objectives 2.1. Section Objective This section describes the objectives of the Win/Loss analysis process. <Comment: This section helps more clearly define what Win/Loss analysis is trying to obtain. It serves as a reminder/guideline to the interviewer and helps readers understand the purpose of the analysis.> 2.2. Win/Loss Analysis Objectives Analysis of customer purchase decision factors. More information on the actual buyer/decision maker. Uncover the true reasons for winning and losing deals. Improve sales force performance with targeted sales tools and information. Improve understanding of the target market trends and needs at any given time. Understand marketing reaction levels to marketing mix changes. General exploration of key issues in marketing and sales that need revision. Mapping the competitive landscape and the company's perceived positioning. Gaining a customer perspective on which product features are most important or critical to make a sale Win/Loss Analysis Desired Outcomes Developing and reinforcing best practices in the sales cycle. Identifying, correcting, or eliminating any obstacles, stages, or practices in the sale cycle that are perceived as ineffective or inappropriate. 3. Product/Market Overview 3.1. Section Objective This section provides a general overview of the product and market. <Comment: This section helps clearly define baseline information for the reader and interviewer, before doing the actual Win/Loss analysis interview.> Blackblot_PMTK_Win_Loss_Analysis_Questionnaire.docx Page 3 of 7 Pages Sunday, January 01, 2017
4 3.2. Market/Customer Description <Define and describe the target market and customer profile the product is targeted at. Also list the key characteristics of the target market and customer.> 3.3. Product Description <Define and describe the product which solves the market problem.> 4. Win/Loss Analysis Questionnaire/Form 4.1. Section Objective This section describes the general process of querying a customer regarding the specific business deal and the buying decision Win/Loss Analysis Questionnaire/Form Background Information Date Company Name Company Address Interviewee #1 (Name, Title, Phone, ) Interviewee #2 (Name, Title, Phone, ) Interviewer Details Relevant Product(s) or Product Line Original Deal Outcome (Win/Loss) Comments: Interview Questions Corporate Identity and Perception How do you perceive our company? (leader, follower, innovator) What is your general opinion or impression of our company? What is your general opinion or impression of our products? What are our company's merits? What are our company's faults? Sales Force Evaluation Rate your overall level of satisfaction with the company's salesperson(s) you interacted with. Rate your overall level of satisfaction with the product information provided to you by the salesperson. What could the salesperson improve in the next engagement with you? Were you satisfied with the product demonstration? Details Answer How could the product demonstration have Blackblot_PMTK_Win_Loss_Analysis_Questionnaire.docx Page 4 of 7 Pages Sunday, January 01, 2017
5 been improved? Are you satisfied with the offer that was made to you? (presentation, wording, clarity, price, projected value, extras) Buying and Evaluation Information What factors were used to select the competing products? (price, availability, innovativeness, support, personal contact, previous experience, reputation, functionality) Who evaluated the products? What process was used to evaluate the products? What were the top three criteria used to evaluate the products? What sources were used to gather information on the products? Who made the buying decision? What criteria/process was used to achieve a buying decision? What sources were used to gather information on the products? Win/Loss Outcome What were the reasons for our win (or loss)? What were the reasons for our competitors' win (or loss)? What were our strongest/weakest points in the entire process? What were our competitors' strongest/weakest points in the entire process? <Comment: Many additional topics and questions can be added to the questionnaire, subject to necessity. In the actual interview, make sure you constantly focus on the main points you wish to illicit and be concise. Avoid developing a questionnaire that is overbearing and/or excessively granular.> 4.3. Parameters List The following is a list of parameters that can be used to assist (or confine) the interviewee when answering the Win/Loss analysis questionnaire. Company Financial viability Company Key partnership Company Local presence Company Visibility Price ROI Price Structure/Model Blackblot_PMTK_Win_Loss_Analysis_Questionnaire.docx Page 5 of 7 Pages Sunday, January 01, 2017
6 Price Total deal price Product Features Product Installation Product Scalability Product Security Product Stability/Robustness Product Usability Product User Management TCO Relationship Existing customer/vendor relationship Relationship Personal relationship with customer Service Deployment Service Support Service Training <Comment: As a matter of preference when conducting a Win/Loss analysis interview, it is possible to present the interviewee with openended or multiple-choice questions. There are obvious advantages and disadvantages to either approach.> 4.4. Competition Summary Table Competitor Their Top 3 Advantages <Competitor Name.> <1. Advantage.> <2. Advantage.> <3. Advantage.> Their Top 3 Disadvantages <1. Disadvantage.> <2. Disadvantage.> <3. Disadvantage.> Blackblot_PMTK_Win_Loss_Analysis_Questionnaire.docx Page 6 of 7 Pages Sunday, January 01, 2017 Comment / Recommendation for Improvement <Enter Recommendation for Improvement.> <Comment: This table allows you to review the competitors who participated in bidding for the deal, and draw recommendations regarding your own company.> 5. Supporting Data 5.1. Section Objective This section provides data in support of claims, assertions, assumptions, and statements made throughout this document Assumptions <Describe any assumptions made when writing this document.> 5.3. Research Information <If relevant, describe and list the type and scope of research conducted in the course of writing this document.>
7 5.4. Product Diagram/Architecture <If relevant, describe the product's architecture and modules accompanied by a schematic diagram.> Blackblot_PMTK_Win_Loss_Analysis_Questionnaire.docx Page 7 of 7 Pages Sunday, January 01, 2017
Blackblot PMTK Product Positioning. <Comment: Replace the Blackblot logo with your company logo.>
Blackblot PMTK Product Positioning Company Name: Product Name: Date: Contact: Department: Location: Email: Telephone: Document Revision History:
Blackblot PMTK Competitor Analysis. <Comment: Replace the Blackblot logo with your company logo.>
Blackblot PMTK Competitor Analysis Company Name: Name: Date: Contact: Department: Location: Email: Telephone: Document Revision History:
Blackblot PMTK PRM Market Requirements Document (MRD) <Comment: Replace the Blackblot logo with your company logo.>
Blackblot PMTK PRM Market Requirements Company Name: Product Name: Date: Contact: Department: Location: Email: Telephone: Document (MRD)
Blackblot PMTK Collateral Matrix. <Comment: Replace the Blackblot logo with your company logo.>
Name: Product Name: Date: Contact: Department: Location: Email: Telephone: Blackblot PMTK Collateral Matrix Document Revision History:
Blackblot PMTK Role Descriptions. <Comment: Replace the Blackblot logo with your company logo.>
Company Name: Product Name: Date: Contact: Department: Location: Email: Telephone: Blackblot PMTK Role Descriptions Document Revision History:
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