#general
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Curious to hear from folks who work at larger companies (1000+ or 5000+ employees). Which department or role owns the customer "win/loss" program at your company? We use Clozd for interviews and surveys to find out why we win, why we lose, and top competitors. My team inherited the program through some org changes and have been babysitting it for awhile...but it seems better suited for our Competitive team or another dept.
At Zendesk, (back in my time)- the competitive team within PMM
Product marketing.
Thanks! I report into PMM and my team includes Advocacy, Analyst Relations, and Market Insights (1 person) ... so it's a little fuzzy but I think I need to hand it over to the lead with more team members focused on competitive.
PMM but a different flavor where CMA could own it naturally is win wires - spotlighting the rep, what helped close the deal, etc.
I've run it before but agree it's more suited for the Competitive team
PMM is the normal spot, but yea to Kevin's point I think it's interesting in CM/Advocacy (especially if CM is under PMM anyway) - the findings actually make it into content that sales and marketing can use!
We are starting to see more CM teams using UE run/own win-loss surveys - but the give to get there is that you have to disseminate that info to a bunch of other functions that needs those insights (e.g. product management, leadership, strategy, etc). Nothing worse than sitting on critical insights.
In my experience when it's in Product/UX or some nebulous Research/Insights group you may learn a bunch for internal purposes but rarely do those insights ever get to present externally as competitive/proof/evidence.
I think one of the biggest GTM misses out there right now is weak competitive evidence and enablement () - so I'd like to see CI more embedded in CMM and PMM, and I actually think CM is well positioned to handle it (it should be part of VoC).
At the last 2 large companies I was at, it sat in Sales Enablement.