Connie Schlosberg

Case Study CA Technologies Boosts Win Loss Results with Primary Intelligence Case Study: CA Technologies CA Technologies helps customers succeed in a future where every business—from apparel to energy—is being rewritten by software. With CA software at the center of their IT strategy, organizations can leverage the technology that changes the way we live—from the data center to the mobile device. www.ca.com Problem Managing Win Loss Sample In-House is Labor Intensive and can Lead to Bias Results Sample Management Provides Consistency with Scheduling Customer Interviews Solution Jeff Moloughney, VP of Product Marketing, from CA Technologies discussed why Primary Intelligence’s sample outreach program helped CA Technologies succeed with win loss analysis and how consistency in scheduling is key to every successful win loss program. Implement Win Loss Analysis Program with Sample Services Outcome Improved Interviews Scheduled Rate IN A NUTSHELL Jeff Moloughney, VP of Product Marketing for CA Technologies, faced challenges with his win loss program when he struggled to secure targeted win loss sales opportunities using an internal outreach program. With an overloaded sales team and time constraints, Jeff couldn’t obtain the crucial win loss insights CA Technologies desired. After implementing Primary Intelligence’s Sample Services, he noticed faster turnaround time for scheduling, conducting, and publishing interviews, which saved many man hours, collected targeted buyer intelligence, and improved their sales process. “Primary Intelligence is a huge help. We simply can’t get to know our customers like they can. It’s a wealth of information that helps us transform our sales process.” primary-intel.com-- © Primary Intelligence Inc. Page 2 Case Study: CA Technologies THE PROBLEM Managing Win Loss Sample In-House is Labor Intensive and can Lead to Bias Results CA Technologies was looking for a focused, expert-led win loss analysis program to give them a deeper level of understanding on competitive opportunities and learn strengths and weaknesses. They selected Primary Intelligence to manage the win loss program, but decided to continue to gather sample using in-house resources. Jeff shared that for the in-house sample program, they selected designated areas to research, reviewed targeted opportunities, worked with account managers to get contacts, and started an internal outreach program to set up interviews. On a quarterly basis, Jeff sent over win loss opportunities of a selected segment to his Primary Intelligence team. He also sent a note to account managers notifying them of Primary Intelligence’s intended outreach to their customers and to help with the outreach, they should alert their customers as a sincere handoff to Primary Intelligence. Jeff said, “We had a good amount of engagement from the customers and started setting up interviews on a quarterly basis. The team provided the win loss details, however, we had no time to follow-up.” CA Technologies Sample Process Before Executing Primary Intelligence Sample Services Reviewed Targeted Opportunities Worked with CA account managers to get contacts What worked: • Submit on a quarterly basis • Send two alert notifications: 1. Account managers 2. Customers Client outreach to set up interviews What didn’t work • No response from sales reps • No time to follow up Slow progress on getting the needed interviews primary-intel.com-- © Primary Intelligence Inc. Page 3 Case Study: CA Technologies CA Technologies Sample Process After Executing Primary Intelligence Sample Services “With all the responsibilities and other projects on our plate, you can’t just add one more task to the team.” Senior sales leader sends an email to introduce sales group to PI PI works with SFA/ CRM admin to create a regular report of closed deals PI identifies eligible deals based on predefined qualification rules PI reports back success metrics weekly Emails to sales team to identify missing information Final approval of selected deals by your team ROI for Win Loss Program 1. Faster turnaround time for scheduling, conducting, and publishing interviews 2. Team could focus on other product marketing efforts 3. Many man hours saved 4. Targeted buyer intelligence 5. Impacted on sales success Motivation for Change Getting over the hurdles it takes to support an in-house win loss program proved challenging for CA Technologies, especially managing the sample that will secure valuable customer interviews. Before implementing Primary Intelligence’s Sample Services, Jeff and his team found sample management to be too laborious and time consuming. Jeff shared, “With all the responsibilities and other projects on our plate, you can’t just add one more task to the team.” They weren’t getting the right set of sales opportunities in CA Technologies’ targeted regions. Plus, some bias seeped into the selection process, possibly contaminating the results. Jeff shared, “There were some noticeable inconsistencies with the data due to individuals handpicking sample as opposed to what should be a generic and robust cross section of sample data.” primary-intel.com-- © Primary Intelligence Inc. Page 4 Case Study: CA Technologies THE SOLUTION Implement Win Loss Analysis Program with Sample Services Jeff had a challenging time making sample management a priority with so many other important responsibilities, but knew it was a priority for the sales and product teams. The interview cycle was slow since they didn’t have time to engage sales reps. Jeff shared, “We had the same sales reps obtaining interviews, which impaired our goal for a targeted segment in the win loss interviews.” At this point, he realized Primary Intelligence’s 360-approach to sample management would be an asset to CA Technologies. Primary Intelligence’s Sample Services provided Jeff with a dedicated team to examine the win loss opportunities using pre-determined qualification rules. “The number of interviews scheduled went up tremendously. We’re hitting our marks much faster than when we were engaged in the process.” THE OUTCOME Improved Interviews Scheduled Rate Once CA Technologies transitioned to sample services, Jeff said it provided a consistent approach to acquiring actionable win loss information. Since engaging the Primary Intelligence Sample Services team, CA Technologies has a non-biased approach to getting interviews, consistent engagement with the sales teams, and time to focus on other pertinent product marketing efforts. Jeff shared, “The number of interviews scheduled went up tremendously. We’re hitting our marks much faster than when we were engaged in the process. The sales teams got involved as well. They liked that the Primary Intelligence team was engaging directly with them.” “The sales team had a more in-depth set of win loss information than what we capture from our internal systems.” primary-intel.com-- © Primary Intelligence Inc. Page 5 Case Study: CA Technologies About Primary Intelligence - www.primary-intel.com- Primary Intelligence delivvers outcomes for B2B marketing, sales, and product leaders, guiding clients on ways to win more deals and retain more revenue through Win Loss Analysis and Customer Experience Analysis. Primary Intelligence speaks directly to buyers and sellers to uncover insights, root causes, and the path to improvement. Expert consultants initiate transformation in Fortune 500 companies, including 6 of the Fortune 20. Primary Intelligence enables more than 14,000 product management, marketing, sales, competitive intelligence, and customer experience professionals across more than 30 industries to hear the voice of their buyers. It’s all possible thanks to our TruVoice software, proven methodologies, and exceptional people. primary-intel.com-- © Primary Intelligence Inc. Page 6