Winning Even When You Lose: Using Win/Loss Research to Gain Critical Marketing Insights

Jen Berkley Jackson

Jen Berkley Jackson

Sometimes you win, sometimes you lose. But how often do you know the real reason *why* you are or are not chosen by customers? Having input from both won customers and lost prospects on some key questions can provide insights about purchase considerations, perceptions of your company vs. your competitors and more, including:

What criteria are buyers using to evaluate us?

Who did we lose to and why?

What can we learn/do better in the future?

Organizations that conduct ongoing win/loss research have the critical information at their fingertips which can help make decisions about marketing messages, product features, and sales approaches among other critical marketing decisions.

Join us for the next BMA Marketing Roundtable when Jen Berkley Jackson of The Insight Advantage will discuss:

  • Benefits of doing win/loss studies
  • Tips for conducting successful win/loss studies
  • Who should own win/loss studies within the organization

BMA Members: $17/person*
BMA Partners: $22/person*
Non-Members: $32/person*

(please register in advance–additional $5 fee will be charged for day-of-event-walkins.

Please allow enough time for morning traffic so you can arrive in time to enjoy the speaker.

Date: Tuesday, June 28
Time: 8:30 a.m. to 10:00 a.m.
Location: Scott’s Seafood Restaurant and Grill, Palo Alto CA

Register now

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