Here at Clozd we recently conducted a really interesting research project.

We looked at the CRM data of nearly 1,000 closed-lost deals. Then we compared the competitor that was tagged in the CRM on those deals to the what the buyers said was the main competitor in their win-loss interviews.

65% of the time, what the CRM said, and what the buyer said did not match up. 

That means the CRM data was wrong on nearly 7 out of every 10 deals.

This just goes to show that buyers aren’t always transparent with your sales reps about what’s going on behind closed doors.

If you’re a sales leader, a product marketer, or someone who works in competitive intelligence, what’s the cost of basing your strategy on highly inaccurate CRM data?

You could be spending countless hours and dollars creating a strategy to take down the wrong target.

On today’s episode of the Win-Loss Show, we sit down with two of the best Competitive Intelligence professionals in the business, Alysse Nockles and Monique Eddleton to better understand how they use win-loss analysis in their Competitive Intelligence programs to understand who their true competitors are, and how they use that information to empower leaders in their company to confidently create a rock solid strategy that results in winning more deals and delighting more customers.

TIMESTAMPS

0:00 - Setting the stage
1:52 - Introductions
3:31 - Every Competitive Intelligence program needs this...
8:34 - The value of using a 3rd party to talk to buyers and customers
11:46 - How to use win-loss data to validate CRM data
20:26 - Making your data tell a story
22:27 - Creating change is contingent upon your company's culture
23:51 - Advice to CI professionals