Meg Fitzgerald, Senior Vice President at Insight Partners joins Ryan this week to talk about how Win-Loss can be used for more than just sales… it can direct Brand decisions. They talk about how to measure the ROI of brand investments from using the voice of the customer, voice of your employees and the issues with deficient investment in brand.

Key Moments:

00:00 - Introduction

00:20 - Measuring the ROI of brand investments

06:31 - Are companies deficient in brand investment?

09:22 - Brand investment at different maturity stages

15:06 - How many customers to interview for Win-Loss analysis

17:48 - Resources needed for early stage Win-Loss analysis

21:50 - Difference between early and growth stage Win-Loss analysis

24:59 - Turning Win-Loss data into insights

27:15 - Are Win-Loss insights valuable to board members?

29:43 - Brand measurement for late stage companies

33:47 - Unique vs. generic objectives

36:10 - Not letting AI be a disruptor