The era of categorizing win/loss is now being supplemented by freeform - hopefully in your win/loss scenarios you get a detailed.
"We opted not to go with Loxo because it relies heavily on Claude and we run out of credits too fast and it disrupts our search flow waiting for the agent. "
I made that completely up, but you get my point. In the Win/Loss you have that as a "missing feature" or "inadequate feature" but the details are worth collecting. And they do not need to be in a form, they could be in an email where you strip out this information.
The LLM is your friend, it can sort through the open comments, the definitions of your win/loss reasons and see if they align and also identify THE specific feature that is a problem.
Don't over rely on people remembering or categorizing everything in a time where everything can be categorized or extracted from free form response.
Yes yes yes fully with you there. I treat it like attribution and triangulate.
The limited field options traditionally used in CRMs like “feature missing” and we then require a secondary field with more detail.
BUT, to your point, then using the data we have with each account across call recordings, emails, etc to gather allllll of the details like you said to paint a truer/more detailed picture through synthesizing with AI.
Even the concept of attribution beguiles marketers. We long for the predictive outcome instead of leaning into the descriptive nature of attribution. There are components that can be predictive, mostly toward the bottom of the well, but at the top, it's a mess. It's one of the reasons I suggest working backwards.
And unstructured data thrives at the top of the gravity well. It's also the information you are looking for that gives you super sharp insights on what is attracting customers to the brand and highly refined pain points that translate to opportunities.
This is why marketing is so much fun....and so hard.
Love the tactical approach here, especially the LinkedIn bidding insight - that CPM breakdown is insane. I've definately fallen into the trap of letting algorithms do the thinking for me, so this is a good reminder to actually look at what you're paying. The customer champion polling is such a simple yet overlooked strategy, people overthink way to much when they could just ask. Gonna revisit our bidding strategy next week for sure.
The era of categorizing win/loss is now being supplemented by freeform - hopefully in your win/loss scenarios you get a detailed.
"We opted not to go with Loxo because it relies heavily on Claude and we run out of credits too fast and it disrupts our search flow waiting for the agent. "
I made that completely up, but you get my point. In the Win/Loss you have that as a "missing feature" or "inadequate feature" but the details are worth collecting. And they do not need to be in a form, they could be in an email where you strip out this information.
The LLM is your friend, it can sort through the open comments, the definitions of your win/loss reasons and see if they align and also identify THE specific feature that is a problem.
Don't over rely on people remembering or categorizing everything in a time where everything can be categorized or extracted from free form response.
Yes yes yes fully with you there. I treat it like attribution and triangulate.
The limited field options traditionally used in CRMs like “feature missing” and we then require a secondary field with more detail.
BUT, to your point, then using the data we have with each account across call recordings, emails, etc to gather allllll of the details like you said to paint a truer/more detailed picture through synthesizing with AI.
Even the concept of attribution beguiles marketers. We long for the predictive outcome instead of leaning into the descriptive nature of attribution. There are components that can be predictive, mostly toward the bottom of the well, but at the top, it's a mess. It's one of the reasons I suggest working backwards.
And unstructured data thrives at the top of the gravity well. It's also the information you are looking for that gives you super sharp insights on what is attracting customers to the brand and highly refined pain points that translate to opportunities.
This is why marketing is so much fun....and so hard.
Love the tactical approach here, especially the LinkedIn bidding insight - that CPM breakdown is insane. I've definately fallen into the trap of letting algorithms do the thinking for me, so this is a good reminder to actually look at what you're paying. The customer champion polling is such a simple yet overlooked strategy, people overthink way to much when they could just ask. Gonna revisit our bidding strategy next week for sure.
Glad you liked this one! Let me know what you've found in your bidding strategy as you've looked into it this week ;)