Salesforce Win-Loss Review Template and Interview Guide
Create a Salesforce win-loss review template and interview guide that captures reasons, competitors and lessons for closed deals.
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Create a win-loss review process. Deals to review: [DEALS]. Information we hold: [INFO]. People who can be interviewed: [PEOPLE]. Review form as a table: deal facts (size, cycle length, stages, competitors named), the buyer's decision criteria in their words, what mattered most, what we did well, what we did poorly, and what we would change. Interview guide for a buyer in five open questions, such as 'What problem were you trying to solve?' and 'What made the difference in your final choice?', with permission to record and a promise on how the information is used. Accept uncomfortable answers. To avoid bias, interview a sample of wins and losses and let someone other than the seller lead. Summarise across ten reviews by counting reasons cited with percentages, noting that interviews are a small and biased sample. Define a quarterly share-out to sales, product and marketing with three actions, each with an owner, and a template for reporting to leadership.
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