Most businesses start their win-loss programs with a pilot of 5-10 interviews.

$2,400 program development fee + ($440 x 5 interviews) + ($50 incentive x 5) = $4,850.

Additional Costs: 

Dovetail, our searchable interview repository, is $30/month for under 15 interviews per month. Larger programs will have a $370 per month tech fee.

Incentives will vary depending on your industry. The incentive is paid directly to your customer or lost prospect. 

You are not locked into a contract, so you only need to ask for $5k of budget to prove the value to your leadership team. 

Even after the pilot, WON offers pay-as-you-go. You are NEVER locked into a contract. 

With our simple process, you’ll send one email invitation. We will then see the names and work emails of people who book an interview with WON. It’s that simple.

We don’t integrate with your systems and we don’t want your data. This simplifies security approvals, eliminates demand on your technical resources, and massively reduces the amount of time it will take you to stand up a win-loss program.

The program development fee covers the time costs associated with setting up your program. 

First, we’ll meet with you to confirm your priorities. (Most product marketers are looking to find out why your company is losing deals.)

Next, we’ll learn about your product, using material on your website or what you’ve developed to bring new employees up to speed. We’ll take a demo and ask questions to clarify our understanding of your product. When we meet with sales, we can also answer their questions about win-loss.

After learning about your product and priorities, we will customize your script and your email invitations.

Finally, we will set up your organization on Dovetail, the best searchable repository on the market. We set up your tag board so everyone, from marketing to product, can quickly find the feedback they’re looking for. We’ll create tags for your product features, specific competitors, and customer journey.

The development fee is a one-time fee. After this, you pay per interview.

An incentive is the amount offered to your interviewee in exchange for 30 minutes of their time to give your company feedback. Most professionals appreciate that you are respecting and valuing their time. (It also increases your response rates to interviews.)

Incentives for Martech interviews typically range between $50 – $100, depending on the income level of the person who you are trying to reach.

If you already have a gifting program in place, this is our preferred method. We suggest a campaign with both gift cards and donations available. It is difficult to predict if a person will prefer a donation or gift card – so offer both and let them choose.

Our default, if you don’t have a gifting program, is to offer an Amazon gift card. 

We’ve also offered charitable donations for industries that don’t allow gifting.

Incentives work well for interviewees with an average salary. If you are trying to reach high ranking executives or government officials, our process is less likely to work for you.

WON stores and tags your interviews in Dovetail. 

Dovetail allows us to transcribe your interviews and tag them for easy analysis and retrieval. If you have a specific question, we can filter your data and find answers quickly.

Upon request, we will also upload pdfs and videos to your Google Drive at no extra charge. 

If you use Slack, we’re happy to flag juicy interviews and send the pdf directly.

Our pricing is for high volume programs for enterprise orgs with at least 100+ closed deals per month. 

If you have a low volume of deals, our simplified process is less likely work for you. We suggest you have your team reach out directly. Please feel free to use our interview questions to help get you started.

We bill at the beginning of the month, for all interviews completed in the previous month.

Yes, we offer quarterly readouts, analysis, one page executive summaries, and research. 

Extra projects and requests are quoted at a flat rate, depending on your needs and the time required.

Great question! This is an ongoing debate in Product Marketing and CI circles. 

Teams typically use qualitative win-loss feedback to make strategic changes, then quantitatively measure the impact of these changes.

For example, if your interviews highlight issues in your sales process, improvements to the process may lead to a higher win rate or a faster deal cycle.

The #1 goal we hear from leadership is:

“We want to know WHY we lose deals.”

Once you know why you win and why you lose deals, you can stop guessing and start making adjustments to your ICP, product, process, packaging, competitive content, messaging, and more. 

Feedback from win-loss is usually presented in quarterly readouts for the C-Suite, with separate sessions for sales, product, and CI teams.

(Win-loss leads to LIVELY discussions!) 

What do you want to learn?
What will you do with that knowledge?

Do you have upcoming product roadmap meetings, sales enablement training, or strategy sessions? 
Win-loss data can increase engagement!

In addition to measuring the impact of changes based on win-loss data, some product marketers look for:

A 1% increase in win rates.

The win-loss program to save a big deal and pay for itself!  This happens when an interviewer gives specific feedback and offers an opportunity to revisit the deal. (Yes, we’ve saved deals. No, we can’t guarantee it.)

Widespread usage and adoption. (Dovetail offers usage reports.)

Obviously, all of these KPIs can be problematic because they rely on factors outside of our control.

We use our program to guide our offering, and we’ve been able to get paid immediately for every new service WON offers. Plus, we’re keeping our existing clients happy! The new services cover the cost of our interviews, and continue to bring in revenue. 

Yes, you can take over ownership of the repository if you choose to not continue working with WON. This would need to happen before the next billing cycle.