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SCIP Western NY, Chapter: Win, Lose or Draw: How to Grow Your Business through Win/Loss Analysis
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A SCIP E-Series Event - Come join your local chapter for a live webinar Win, Lose or Draw: How to Grow Your Business through Win/Loss Analysis speaker by Ellen Naylor, The BI Source

When: 7/8/2015
12:15 PM
Where: Paychex
911 Panorama Trail South
Rochester, New York  14625
United States
Contact: Janis Whritenor

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Win/Loss analysis is one of the most profitable analytic tools in competitive intelligence.

Why? If you make the changes your customers and prospects recommend "which is what you learn from win/loss analysis? you will improve sales win rates; retain more business; and increase customer spend. Not only do you find out how well you and competitors are perceived in the marketplace, and how well your salesforce engages customers: you also uncover how prospects are finding your company. This is key to Marketing as most of the buying decision is made before prospects contact your company's Sales Reps.

Key take outs will include:


  • The benefits of what you learn in Win/Loss
  • Statistics around improving win rates by doing Win/Loss
  • Why companies don't do Win/Loss
  • The 12 steps to setting up a Win/Loss program (which ones are more challenging and why) 

Ellen is writing a book with a working title of, Win, Lose or Draw: How to Grow Your Business through Win/Loss Analysis. Whoever comes up with the final title gets a free copy of the book!


Lunch will be served and attendees will also be able to engage with peers and practitioners and link with like-minded colleagues in the UK, Portugal and the entire SCIP Chapter Community.



Ellen Naylor has over 30 years of sales and marketing experience across many industries. Before forming The Business Intelligence Source in 1993, Ellen initiated a competitive intelligence program at Bell Atlantic (now Verizon) and conducted financial competitive analysis and economic forecasting at Northwest Airlines (Delta). Ellen believes sales and customers/prospects are the best sources of market intelligence. She relates well with sales people from her own experience in corporate sales and retail sales management. Ellen is an expert primary researcher in just about any area or industry since she loves to hear peoples stories. She is an expert in engaging people over the telephone and video chatting, and believes conversation is the most real-time communication there is. Ellen is a 23 year veteran at SCIP, a sought after global speaker and thought leader as evidenced by authoring Competitive Intelligence Magazine articles for 13 years, Naylors Mailer and the Cooperative Intelligence blog. She is has been recognized by SCIP with both the Fellow and Catalyst awards in appreciation of her leadership and contributions to the market and competitive intelligence field.

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