The competitor set was chosen by whoever wrote the shortlist

Win/loss analysis tells you a great deal about the deals you were invited into, and almost nothing about the ones that never became deals at all.

By Steve 5 min read
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Most competitive analysis in mid-sized businesses is assembled from the same raw material: the deals the sales team worked. Who else was in the room, what they priced at, which features got compared, why the buyer went the other way. It feels like primary research, because it is: the problem is the sample. Every one of those deals reached you because somebody decided you belonged in the category being bought. The competitor set you can see is the competitor set your buyers assembled on your behalf. That produces a picture…

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