Win Loss Analysis — Not Just for Sales Anymore: a Joint Meeting of the SCIP Massachusetts Chapter and Boston PMA, October 18

In this combination Strategic and Competitive Intelligence Professionals/ Product Management Association meeting, Steve Johnson provides a comprehensive review of applying win/loss analysis to avoid potential major project failures.

Product and competitive intelligence managers know that win/loss analysis is an effective sales tool for vendor strategy, but what can it teach about the portfolio, product, and feature set? This October 18 event will highlight three critical touch points — before, during and after an implementation–and explore the insights gained from applying win/loss analysis to make better product decisions.

Steve Johnson’s presentation will provide an excellent introduction to its basic conceptions. Questions answered will include: what is win/loss research; what information can be gained from the effort; and how can win/loss be used to improve product strategy. Key take-aways gained from the meeting will be:

  • Understand how to tactically employ win/loss analysis to improve product strategy.
  • Learn how and when to engage buyers.
  • Gain more confidence in your product decisions.
  • Learn to ask the questions that maximize insights.

The combined chapter meeting will take place at Constant Contact in Waltham, Massachusetts from 6:15 pm until 9:00 pm on Thursday October 18.  Advance registration is $15, $25 at the door. Registration includes a light dinner and beverages. Questions? Contact Robyn Reals at 703.739.0606 x107 or at

The speaker, Steve Johnson, is Chief Marketing Officer for Primary Intelligence. He provides a focus on instilling best practices in win/loss analysis and customer experience. Steve’s ideas on customer interaction help companies incorporate market facts into their product creation, marketing programs, and sales enablement.


About SCIP News
The Strategic and Competitive Intelligence Professionals (SCIP), formerly the Society of Competitive Intelligence Professionals, is a global nonprofit membership organization for everyone involved in creating and managing business knowledge. Our mission is to enhance the success of our members through leadership, education, advocacy, and networking. Specifically, SCIP provides education and networking opportunities for business professionals working in the rapidly growing field of competitive intelligence (the legal and ethical collection and analysis of information regarding the capabilities, vulnerabilities, and intentions of business competitors). Many SCIP members have backgrounds in market research, strategic analysis, or science and technology. Established in 1986, today SCIP has chapters around the world, with individual members in nations around the globe. In addition, SCIP has alliance partnerships with independent affiliate organizations in many countries.

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