Situation

Our client was a pioneer in the predictive analytics market and as a result had initially experienced a period of light competition.   There was, however, growing evidence that competition was increasing as sales became increasingly challenging and win rates began to decline.  Market Strategy Group was brought in to identify the true reasons why opportunities were being won or lost and the strategies and tactics being employed by competitors in these contested sales situations.

Solution

Market Strategy Group assessed several recent account wins and losses to develop an understanding of effective and ineffective practices.  For each account, we interviewed our client’s sales team, partners, key buyers, influencers, and decision makers assessing: deal chronology, relationship “power map”, competitive tactics, buyer insights, true underlying causes of the win/loss, and implications for future sales

Outcome

Our work led the client to understand a clear picture of the driving forces behind customer decisions, and provided the fact base for adjustments in their sales process and go-to-market approach.  Client executives and sellers also gained direct insight into how to sell against key emerging competitors and improve win rates in the new and more competitive market environment.