Capture Win Loss Analysis Cooperatively

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Last week, I shared a summary of “5 Tactics to Research Your Marketplace using Competitive Intelligence Skills” originally published by Adam Sutton of MarketingSherpa. As promised, I am focusing on the first one, Conduct win loss analysis. Win loss interviews and the ensuing analysis are one of my favorite cooperative intelligence tools, since it’s a win/win. Your company receives valuable information from your customers and prospects, and you make them feel important since you care enough to query them and give them an opportunity to provide honest, candid feedback on what they like and don’t like about you, and what they like about the competition, for example.

5 Tactics to Research Your Marketplace using Competitive Intelligence Skills

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I was interviewed by Adam Sutton of MarketingSherpa, and in the spirit of cooperative intelligence I am sharing some highlights from each of the 5 tactics to research your marketplace using competitive intelligence skills. 1. Conduct win loss analysis; 2. Talk to internal and external experts; 3. Use trade shows as fact-finding missions 4. Build an information database 5. Remain ethical and avoid deception. I will provide more detail about each of these 5 tactics in future April blogs.

Assess Your Effectiveness at Trade Shows

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In honor of my competitive intelligence colleague, Jonathan Calof, 2010 SCIP Fellow winner, I am writing this post on his subject of expertise, trade shows! Trade shows are one of the best venues for cooperative intelligence practices since if you display cooperative connection and communication skills, the floodgates of knowledge will be yours!

Improve Your ROI by Integrating Marketing & Sales Intelligence

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On March 23, I will be giving a 2 hour session entitled, “Improve your ROI: Proven Tools & Techniques for Integrating Sales & Marketing” at the American Marketing Association’s Spring Marketing Workshop which takes place in Denver, Colorado from March 22 – 25 at the Westin Tabor Center www.westintaborcenterdenver.com.

SCIP Denver/Rocky Mtn Chapter Meeting Feb 19 2010

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In the spirit of cooperative intelligence I want to share the news about our SCIP Denver Rocky Mountain Meeting for Feb 19 2010 at the Qwest Bldg, 1801 California St, Conf Rm 3, 13th Fl, Denver CO 80202. Lynnette Woolery, our long-time chapter leader will hand the reins over to Richard Caldwell and Tom Seward.

Competitive Intelligence Case Study Initiative

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In the spirit of cooperative intelligence, I would like to share a competitive intelligence case study initiative that my colleague Tom Hawes is leading. He saw a need for more sharing in the field of competitive intelligence. In many cases people don’t share since well it’s the competition after all, who might be reading or listening to what I share. The idea behind the case study format is to draw people out of their shells to discuss how they would approach the issues that this CI manager faces.

Beating Down our Deepest Fears

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While many of us are programmed at a young age to strive to be successful in our lives, we have problems with the little steps getting there, like prioritizing what we should be doing to progress, versus what we almost aimlessly “do” to get through our day. I have three practices to share with you in the spirit of cooperative intelligence which help me keep balance in my life.

Improve Your Cold Calling

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Most of my experience with cold calling is following my intuition. However, in the spirit of cooperative intelligence I will share some of the practices that I have developed over the years as a researcher. Like anything else, practice makes you a lot better. I am always thinking about ways to empathize and be more sensitive to the other person and am most effective when I forget about myself while keeping an eye on the clock to respect their time.

How well do you Emotionally Connect?

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The devil is in the details: do you know your audience or clients well enough to know how to connect with them emotionally when you communicate? This is often a weakness in competitive intelligence professionals as we are far too hung up with our world of competitive analysis lingo and perspective. Whether it’s a speech, a project or a simple e-mail communication, you have the opportunity to emotionally connect through cooperative communication if you truly empathize with your customer’s position and care to take note of how they learn and how they like to be communicated with.

© 2024 Ellen Naylor