Business Challenges / Sales Effectiveness
"Research is a process where you can spend a lot of money and come up with zero. Isurus guides me quickly through the key decisions, helps me avoid the pitfalls, and makes sure I walk away with high-value implications."
-Vice President of Marketing, Enterprise Content Management System Provider
Companies conduct sales effectiveness or win-loss research when they believe they are losing sales due to a systematic, but unidentified, issue.
Sales effectiveness research typically explores the following dimensions:
- Entry points and organizational purchase processes
- Investigation and purchase triggers
- Evaluation criteria
- Barriers to purchase
- Effectiveness of corporate and field marketing
- Sales and technical rep performance
- Features and functionality performance
Sales effectiveness research uses qualitative and quantitative approaches depending on how much is known about why the company currently wins or loses deals and on the complexity of the offering:
- Qualitative research (focus groups or in-depth interviews) is used when there is a lack of clarity around the criteria prospects use to identify, evaluate and select vendors. In-depth interviews are typically the most appropriate approach for highly complex purchases and those with highly variable pricing.
- Quantitative research is used when the market’s evaluation criteria are known and can be expressed in concise attributes or dimensions.
The typical insights gained from sales effectiveness research include:
- Understanding of the major factors driving wins and losses
- The level of alignment between sales, marketing, and product teams
- Intelligence on competitors marketing and sales tactics