My mission: The right insights, at the right time, to the right people!"
My approach for driving usage and engagement of my Market Insight team program:
- Understanding the team's needs
- Timely, relevant new content
- Communication to the right people
- Synthesis of multiple sources
- Implications and recommendations
- Measuring and improving
- Listening
- A little fun!
Competitive Intelligence Program
Throughout 2023-2025, I achieved "best-in-class" Klue competitive intelligence engagement with Sales stakeholders (75% using weekly).
Results after the Competitive Intelligence program rollout:
Stakeholder Survey: November vs. April 2021
What the team has to say about the Insights team rollout in 2021...
Win/Loss Program
Win/Loss Interviews
Win/loss interviews offer crucial insights that can enhance our marketing strategies, sales processes, and product development. Here's how I've streamlined the process to maximize impact:
Win/Loss CRM Opportunity Analysis
Another key component of a strong win/loss program is win/loss CRM opportunity analysis. By systematically evaluating the reasons behind both successful and unsuccessful opportunities, we gain invaluable insights into customer needs, market trends, and competitive positioning. This analysis helps identify patterns that can optimize sales approaches, improve product offerings, and highlight gaps in customer engagement.
Win/loss interviews offer crucial insights that can enhance our marketing strategies, sales processes, and product development. Here's how I've streamlined the process to maximize impact:
- Automated Weekly Reports: We generate an automated weekly report from Salesforce, highlighting recently closed opportunities, which helps identify the primary contacts for win/loss interviews.
- Email Invitation Sequence: The primary contacts are then entered into a 3-step automated email sequence via Outreach, inviting them to participate in an interview.
- Incentives provided to the highest-priority contacts, based on solutions evaluated or topics of interest.
- A survey is included as an option in the 3rd email for those that do not have time for an interview.
- Direct Scheduling: Contacts can easily book an interview slot directly on our Product Marketers’ calendars, streamlining the scheduling process.
- Product Marketers Lead the Interviews: Product Marketers primarily conduct these interviews, giving them the opportunity to engage with buyers directly, explore emerging topics, and gain deeper insights into customer perspectives.
- Research Repository and Analysis: After the interview, recordings are uploaded to our Dovetail research repository, where transcripts and AI-generated summaries are automatically created.
- Company-wide Insights Sharing: Key insights are shared across the organization via our Teams channel, ensuring that everyone has access to valuable feedback.
- Interview Analysis: While individual interviews provide valuable information, the true power of this process lies in analyzing patterns across multiple interviews, especially those from similar solutions or buyer segments. By identifying recurring themes, we can uncover deeper insights and make more impactful, data-driven decisions.
- Additional Quantification: Oftentimes, themes identified may lead to additional projects to quantify further:
- Surveys
- Sales call transcript analysis
- Surveys
Win/Loss CRM Opportunity Analysis
Another key component of a strong win/loss program is win/loss CRM opportunity analysis. By systematically evaluating the reasons behind both successful and unsuccessful opportunities, we gain invaluable insights into customer needs, market trends, and competitive positioning. This analysis helps identify patterns that can optimize sales approaches, improve product offerings, and highlight gaps in customer engagement.
Analyst Relations and Advocacy
In addition to the insights I provide to my key stakeholder groups, I also led cross-functional collaboration with key stakeholders across the organization to complete questionnaires and deliver product demos for Verdantix EHS, ESG, Carbon Management, and PSM Green Quadrant studies, securing VelocityEHS' position as a 'Leader’.
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G2 Customer Review Campaigns
Through our win/loss interviews, we found customer testimonials were a key source used by buyers evaluating our software. I kicked off a customer review campaign and VelocityEHS was placed as a Leader in the EHS grid, and #1 in Enterprise.
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