“It is essential to adopt a structured approach to collecting buyer insights. Now, if companies decide just to do an ad-hoc buyer interview or win-loss interview, and it's not a more structured process, then companies will end up relying on anecdotal information and never truly understanding the buyer” — Diana Igua

 

In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews two experts from DoubleCheck Research —Diana Igua, director of marketing & operations and Jen Doyle, research director, about why win/loss is an essential activity for any company.

 

They discuss:

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