For PMMs, it can be difficult to have a good relationship with sales, especially in new roles.
Win-loss analysis and interviews can be a good win when you see that close-lost column piling up on the CRM pipeline.
But how can you take another responsibility on your to-do when you’re already swamped?
Matthew Reeves, CEO and co-founder of GoldPan, runs a win-loss analysis agency. In this episode, he’s showing us:
How to build rapport with sales teams
The complexities of positioning and messaging
Why you need both wins and losses for good research.
Why information overload kill sales.
The nuanced value of churn analysis.
Hear also the very unique take of Matthew on if product marketers are marketers, we can’t say we heard this one yet!
Timespan:
00:00 Welcome to We're Not Marketers
00:19 Introducing Matthew Reeves, CEO of GoldPan
01:37 Are Product Marketers Actually Marketers?
02:49 The Evolution and Challenges of Marketing
12:21 The Importance of Win-Loss Analysis
21:31 Building Rapport Between Product Marketers and Sales
34:25 Sales Missteps and Buyer Uncertainty
34:59 Understanding Product Assessment
35:34 The Role of Risk and Values in Buying Decisions
37:01 Challenges in Product Marketing
37:48 The Importance of Win-Loss Analysis
38:39 Switching Costs and Product Marketing
40:34 Effective Sales Messaging
43:14 The Buyer-Seller Dynamic
50:06 The Value of Churn Analysis
54:29 Bad Sales Experiences
01:01:33 Closing Thoughts and Future Plans
Show Notes:
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