Win/Loss Analysis in FinTech

In the introduction to the Win/Loss Analysis in FinTech interview series, “It’s Not What You Think!”, we launched a discussion about topics including what is win/loss analysis, who it is for, why FinTech is different, and how to run an effective analysis program in that market.  In this interview, Richard Case and I talk about blind interviews, including issues around confidentiality and anonymity, and how to keep human bias from sneaking into win/loss study results.  

Dan: Richard, if you survey FinTech buyers about anything, you have to preserve their confidentiality.  Otherwise, people won’t even take the call.  Nobody wants to risk exposing their source of advantage to their competition.That trust is essential. Read More

In the introduction to the Win/Loss Analysis in FinTech interview series, “It’s Not What You Think!“, we launched a discussion about topics including what is win/loss analysis, who it is for, why FinTech is different, and how to run an effective analysis program in that market.  In this interview, Richard Case and I talk about data-driven win/loss analysis, ROI issues, and how asking the right questions during the interview impacts the study results.  

Dan: Richard, quants love data.  So, let’s talk about how to make win/loss interviewing data-driven. How does win/loss analysis turn the unstructured content from an interview with a buyer into actionable data?

Richard: Well, not all win/loss analysis out there turns qualitative interview responses into quantitative, analytical data to support decision-making.  It depends on how you do it.  But let’s back up. When you say “quants,” who do you mean? Read More

In the introduction to the Win/Loss Analysis in FinTech interview series, “It’s Not What You Think!“, we launched a discussion about topics including what is win/loss analysis, who it is for, why FinTech is different, and how to run an effective analysis program in that market.  In this interview, Richard Case and I talk about analyzing both the reasons for winning and losing FinTech deals and why you must analyze them separately.  

Dan:   Richard, I think it’s pretty obvious that you should analyze lost deals for lessons you can learn.  But why should you analyze won deals as well; do they contain any new information from which to learn something?  If you’ve won a deal, that should mean that all of the available information has been “priced into the market” already. Read More

In the introduction to the Win/Loss Analysis in FinTech interview series, “It’s Not What You Think!“, we launched a discussion about topics including what is win/loss analysis, who it is for, why FinTech is different, and how to run an effective analysis program in that market.  In this interview, Richard Case and I talk about why you need to talk directly to customers to get competitive feedback, and what you can and can’t depend on reps to be able to tell you. 

Dan:   Of course, the focus of PSP’s method is getting win/loss insight by talking directly to customers. What’s your view on getting input from a client’s sales reps?

Richard:   The reps have a lot to say that the interview sponsor needs to hear, but it’s dangerous to rely on the reps’ input exclusively.  Do get their input, of course, about what the company can do to improve, but don’t ask them to read the mind of the customer.  You need to ask the customers directly about both wins and losses. Read More

In the introduction to the Win/Loss Analysis in FinTech interview series, “It’s Not What You Think!“, we launched a discussion about topics including what is win/loss analysis, who it is for, why FinTech is different, and how to run an effective analysis program in that market.  In this interview, Richard Case and I discuss the reasons to use domain experts when interviewing customers for competitive win/loss analysis. 

Dan:  Let me introduce you again to Richard Case of PSP Enterprises, a win-loss interviewing and analysis consultancy. Richard is a former Gartner VP, with over 30 years of win/loss experience, who has advised many high-tech software and hardware companies.  Welcome, Richard!

Richard:   Thanks, Dan.  Glad to be with you again.

Dan:   PSP’s approach to win/loss is unusual, I think, in its commitment to what you call “peer” interviewing. Has it always been that way?  Read More

In the introduction to the Win/Loss Analysis in FinTech interview series, “It’s Not What You Think!“, we launched a discussion about topics including what is win/loss analysis, who it is for, why FinTech is different, and how to run an effective analysis program in that market.  In this excerpt from the interview series, Richard Case and I examine the Build vs. Buy question, how solving that problem may be different in FinTech vs. other industries, and how Win/Loss analysis highlights the key issues.  

Dan:  Richard, let’s talk about blind spots. I think that in FinTech, what often looks like a competitive deal among vendors fighting to supply “white glove” service turns out to be more about an internal build vs. buy decision, where the buyer eventually puts on the “hard hat” for a construction project.  How can you discover the hidden reasons for wins and losses in that situation? Read More

FinTech at scale requires great products and services, market intelligence, and a high sales win rate.  Analyzing the reasons for won and lost deals in a competitive market is therefore crucial.  Lacking that information, innovation is intermittent at best.  Companies that scale, and survive long term, continually innovate – in their products, technology, business models, and sales methods.  Rigorous win/loss analysis is a structured way for salespeople, sales managers, marketers, and product managers to understand their competitive position, unmet market needs, and buyers’ behavior.

“When there is no technological advancement, companies tend to ossify. They’ll keep doing what they’ve always done because it’s worked, except now it doesn’t work…” [Video]  Read More