25
Apr
2024
•
5 min read
Introduction
Product marketers usually perform win-loss analysis in their organization to know with precision why their company wins or loses deals. Win-loss helps them sharpen their Go-to-market strategy & tactics, influence roadmap with data, collect competitive data, build winning battle cards and improve marketing messaging. This allows Product marketing managers to demonstrate how their job has a real impact : they help improve win rate, enable Sales and can influence strategic decisions.
Product Marketing Manager plays a vital role
Jobs and responsibilities of product marketers
Product marketing is the cornerstone between Product, Marketing, Sales and Customer Success. Many tech companies see this job as crucial to improve performance and create a solution that perfectly fits the market. Successful product marketers are experts who influence these four teams. They make sure the product is created, marketed, sold and supported with the constant aim to give value to buyers.
Although the role can slightly change from one company to another, we typically say that product marketing managers’ responsibilities are :
- Assessing the positioning and messaging of the product
- Supervising the launching of the product
- Making sure the value of the product is clearly understood by salespeople and customers
- Securing right usage of the product.
Product marketers’ OKRs (Objective & Key results) usually are :
- Improvement in revenue
- Improvement in MQLs
- Improvement in win rates
How PMM reach their goals through win-loss
These 3 key results can be accomplished thanks to continuous and robust win-loss analysis:
- Revenue : PMM collects revenue-driving insights that are concrete, reliable and actionable.
- MQLs : PMM helps in designing messaging and positioning marketing collaterals to the right audience for successful marketing campaigns. They also use quotes extracted from win-loss for efficient contents and value demonstration
- Win rates : PMM get trustworthy decision drivers that positively or negatively impact deal outcome
5 ways win-loss changes the game for product marketers
- Win-loss helps PMM sharpen their Go-to-market strategy and optimize positioning
- Win-loss helps PMM use the voice of prospects & customer to influence product roadmap
- Win-loss helps PMM master the competitive landscape, build winning and up-to-date battle cards. It helps get intel they usually can’t have on the web and understand how to make the difference.
- Win-loss helps PMM have a real impact on revenue as they enable sales team with data collected - for example, analyzing the reasons why a deal is won can help duplicate winning strategies
- Win-loss helps PMM improve marketing messaging and product perceived value
Product marketing professionals become essential thanks to win-loss analysis :
- By identifying areas for improvement (as win-loss gives insights on buyer’s motivation, challenges, personal goals, etc.)
- By highlighting the killing feature B2B companies provide against the competition and giving salespeople a competitive edge
- By learning about competitor’s strengths and weaknesses,
Conclusion
PMM leaders use win-loss to achieve their personal goals and help their company make informed decision-making. Thanks to win-loss analysis and monthly win-loss reports sent to boards, product marketers are experts on why prospects & clients buy or not their solution.
They get the key data answering the question : “how to improve win rates?”. At Diffly, we think their role will become more and more significant across B2B organizations. It will not be a surprise for us if product marketers will be C-level’s right hand.
