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Win/Loss Reviews: A New Knowledge Model for Competitive Intelligence (Microsoft Executive Leadership Series) [Hardcover]

Rick Marcet
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

22 July 2011 Microsoft Executive Leadership Series (Book 23)
An effective framework for strengthening competitiveness by learning from past deals and applying insights derived from them. Every sales opportunity, whether won or lost, has useful nuggets of information that can be harvested and used to improve performance. When those pieces of information are aggregated, analyzed and made available for all to use, the organization’s competitive position is greatly enhanced. Reveals how to turn field sales teams, a mostly underutilized resource, into net producers of competitive intelligence Exposes new and unconventional approaches for gathering and democratizing sales insights for a broad stakeholder audience Presents a proven knowledge sharing model that is being adopted by major companies worldwide Win/Loss Reviews shows how every company can improve top and bottom line performance by systematically capturing the key insights from deals that have been won, lost or delayed.  While the book talks to decision makers and business strategists, the principles and disciplines explored are aimed at bridging the flow of competitive intelligence between sales and marketing, simultaneously providing insights and line–of–site to the dynamics affecting business performance.

Product details

  • Hardcover: 202 pages
  • Publisher: John Wiley & Sons; 1 edition (22 July 2011)
  • Language: English
  • ISBN-10: 1118007417
  • ISBN-13: 978-1118007419
  • Product Dimensions: 22.9 x 16 x 2.2 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,253,431 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

‘An effective framework for strengthening competitiveness by learning from past deals and applying insights derived from them‘. (Ad–Hoc–News, November, 2011)

From the Inside Flap

In Win/Loss Reviews, Rick Marcet reveals a new knowledge model that taps into one of the most underutilized sources of business and competitive intelligence—your sales staff. But this book isn′t about Sales 101. It deals with empowering and encouraging your sales force to extract the most they can from their sales opportunity outcomes—whether won or lost—to cull valuable strategies, insights, and opportunities from every sale, and capitalize on every opportunity, every conversation, every call. It′s about leveraging the competitive intelligence right under your sales force′s nose—what customers are saying about their needs, which tactics the competition is using, and how your products could more effectively support the customer′s strategic vision. Cutting through the biases that lead you to believe that you win because of great sales skills or lose deals because of price, Marcet reveals the factors that can truly affect the outcomes of deals and offers a systematic and institutionalized way of capturing and sharing real–time information that complements corporate marketing research studies, competitive intelligence reports, and customer surveys. Want to protect your company from competitive threats encroaching in all areas of your business? Through quickly and effectively capturing competitive win and loss information from the sales force at the front lines with the clearest view of the action, your company will achieve "crowd wisdom"—a grassroots, bottom–up approach of gathering micro–intelligence to harness the most accurate, relevant, and practical insights to benefit your company′s stakeholders. Win/Loss Reviews is built around practical foundations and real–world examples, with insight into how technology and social media are enabling intelligence to proliferate and be accessed where and when it is needed. Its hard–won wisdom lets you in on field–tested, practical information you can use now to make every sales call—even the not–so–great ones—a true win.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
By Rolf Dobelli TOP 500 REVIEWER
Format:Hardcover
This exceptionally focused book concentrates on the value of generating win/loss reports to improve sales by making full use of the knowledge your salespeople learn in the course of their work. For some readers, the book's focus may seem a little insistent, since author and sales productivity expert Rick Marcet explains and argues for every step of the process. For others, his continued clarity, emphasis and focus will be reassuring. Either way, Marcet gives readers a professional tool for improving their sales results by collating better "business intelligence" from the front lines and learning from its lessons. getAbstract finds that this manual could make several kinds of readers feel like winners, including salespeople, sales managers, product line managers and anyone interested in applied knowledge management.
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Amazon.com: 5.0 out of 5 stars  4 reviews
3 of 3 people found the following review helpful
5.0 out of 5 stars Seller based WIN LOSS Reviews from a practitioner who knows 20 Aug 2011
By Andrew Beurschgens - Published on Amazon.com
Format:Hardcover|Verified Purchase
This unique and authorative text from the Microsoft Executive Leadership Series focuses on gaining actionable competitive insights through the scalable process of quickly and effectively capturing win and loss information from those directly on the front lines who have the clearest view of the action - the sales force. To that end Win/Loss Reviews - A New Knowledge Model for Competitive Intelligence turns a classic competitive intelligence approach on its head on so many levels for many a practitioner or sales professional to implement for the first time or fine tune. Firstly it has been written by a practitioner that has been there and done that for his employer, Microsoft. Secondly, Rick Marcet's background is sales and the approach in the book is to build the process around the seller for the primary benefit of the seller, understanding the psyche of sales and leveraging the phenomenon of crowd wisdom, where everyone in sales can benefit from peer insights. Thirdly the text provides an adaptable blueprint for B2B businesses to implement a programme for themselves as an adjunct to best in class sales or as a rasion d'etre for CI programmes. Rick manages to integrate sales and CI practitioner perspectives in such a complimentary, win-win manner that this easy to follow text expertly combines theory and practical execution for a step change in both sales and competitive performance.
1 of 1 people found the following review helpful
5.0 out of 5 stars Gain Early Warning and Real-time Intelligence from Sales Generated Win/Loss Reviews 11 Oct 2011
By Ellen Naylor - Published on Amazon.com
Format:Hardcover|Verified Purchase
This is the first book I have read on win loss where Sales is the primary executor of this process. After all, Sales is the best source for sales intelligence as no one is more directly connected with your company's customers. This is also the first book I have read where a company is using technology to collect customer intelligence from Sales which includes wins and losses.

Win Loss Review is real-time intelligence collection from selected sales events. It provides Microsoft sales, marketing and product mangers with early warning intelligence like no other win loss process out there. While there is incredible value from deeper interviews of your customers by a neutral third party, there is delay both in execution and the time to assemble good analysis, and to get it to the right people.

Rick describes how he established a scalable win loss process using technology that hangs off Microsoft's sales force management system. This makes it easy for Sales to input their data, no more than 15 minutes per case.

I particularly appreciate the psychological aspects Mr. Marcet weaves throughout this book to engage Sales as so many in marketing and competitive intelligence fail to motivate Sales to share!

* Sales is the primary beneficiary of these win loss reviews and the cumulative database, and they know it. After all they helped design the system.
* Sales highly values peer-to-peer interaction, which this database of sales and customer intelligence facilitates.
* Conducting win loss reviews is part of the sales process and is considered an "advanced" sales skill.
* Rick also created an APP so Sales can tap into this intelligence on the fly from their Smartphones. Wow, talk about powerful and "for Sales."
* Win loss input is essential to be considered for various rewards and recognition at Microsoft.

However, Sales is not the only beneficiary of this real-time and cumulative win loss database at Microsoft. Product management, product development, executives, and marketing can all tap into the collective "crowd wisdom" from this database, to help them make better decisions with timely information.

Just in case you are skeptical about Sales' bias in reporting (We win because we're great. We lose due to price.), Mr. Marcet has factored these biases within his database algorithms.

Kudos to Rick Marcet for developing this process to capture valuable customer and competitive intelligence directly from Sales! This book is a must read for anyone in sales management, marketing especially customer insight, and competitive intelligence.
5.0 out of 5 stars Detailed manual for developing a win/loss review program 20 Dec 2012
By Rolf Dobelli - Published on Amazon.com
Format:Hardcover
This exceptionally focused book concentrates on the value of generating win/loss reports to improve sales by making full use of the knowledge your salespeople learn in the course of their work. For some readers, the book's focus may seem a little insistent, since author and sales productivity expert Rick Marcet explains and argues for every step of the process. For others, his continued clarity, emphasis and focus will be reassuring. Either way, Marcet gives readers a professional tool for improving their sales results by collating better "business intelligence" from the front lines and learning from its lessons. getAbstract finds that this manual could make several kinds of readers feel like winners, including salespeople, sales managers, product line managers and anyone interested in applied knowledge management.
5.0 out of 5 stars Take your Competitive Intellegence Program to the Next Level 22 Aug 2011
By RJ Brown - Published on Amazon.com
Format:Hardcover|Verified Purchase
If you are looking to take Competitive Intelligence in your sales organization to the next level, this is the book for you. Rick Marcet brings his years of experience at Microsoft to lay out a blueprint for collecting the VOC of the people who are closest to your customers, the front-line sellers. Rick clearly lays out how to collect and manage this incredible information resource and turn it into real, practical feedback that will benefit your entire organization and most importantly back to the front-line sellers themselves. As a bonus, Rick presents the entire Six Sigma DMAIC process that was utilized to promote and implement this highly successful program at Microsoft. A must read for anyone in Sr. Leadership, Marketing, Product Management, Sales Management/Operations or IT CRM Program Management. You will not be disappointed!
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