How to win at win/loss analysis | Scott Varner, Senior Consultant at Clozd

Hi, everyone, and welcome to the latest episode of the Product Marketing Insider podcast. I'm your host, Lawrence Chapman, and I'm the senior copywriter here at Product Marketing Alliance. In this episode, I'm revisiting the Product Marketing Summit in San Francisco, where I spoke with Scott Varner, senior consultant at closed. Scott manages win loss programs to help enterprise organizations systematically and helps them uncover why they win and lose deals in order to improve win rates. During our discussion, Scott shared how product marketers can win a win loss analysis. Okay. Fantastic. Right. So, welcome back to the, well, well, the Product Marketing Summit podcast. It's been a great day so far. I'm delighted to be joined by Scott Varner. So Scott's the senior consultant at closed, win loss specialist. So, Scott, very, you know, you know, so, so pleased to to have you here. Happy to be here. Couldn't be happier. And have you found the summit so far? So far, incredible. It's just too bad we're approaching the end. No. It's been a great two days, and, I'm sure that the next summit, you know, will come around the it'll come around sooner rather than later. So, you know, it's been great having you here. So, just to start off, could you just please tell us a little bit about your role at Closed, please? Yep. Closed is a company that specializes really in win loss analysis. You already took it away from me. What that means we do is we get to work with a lot of mainly b to b organizations and try to help them collect feedback from a bunch of different channels, mainly tapping into their customer, the buyer, who's gonna tell them in a, you know, post decision, postmortem, what drove their decision? Why did they make the choice that they did? Why did they choose our clients? Why did they win? Or why did they lose? And so those tell that entire story through a narrative that takes us through their perception of product features and functionality, their perception of pricing and packaging, interacting with the sales team, ease of buying, and and we can layer that feedback and and serve it back to people so they can have this full deal $3.60 combined with the information they already have and make some really strong course corrections and win more. Yeah. Okay. Great. And what does a product marketing function actually look like at closed? Yeah. I mean, at closed, it's interesting because, like, we have our own, like, product marketing team that is really focused on how do we take the service that we have, how do we take take the service and the platform and align it with the customers that we have. But also, how do we build this network of the product marketers that we serve? Product marketing at closed looks like how do we take product marketers, make them more successful? Other people that I interact …