For PMMs, it can be difficult to have a good relationship with sales, especially in new roles. 

Win-loss analysis and interviews can be a good win when you see that close-lost column piling up on the CRM pipeline.

But how can you take another responsibility on your to-do when you’re already swamped?

Matthew Reeves, CEO and co-founder of GoldPan, runs a win-loss analysis agency. In this episode, he’s showing us:

• How to build rapport with sales teams

• The complexities of positioning and messaging

• Why you need both wins and losses for good research. 

• Why information overload kill sales. 

• The nuanced value of churn analysis. 

Hear also the very unique take of Matthew on if product marketers are marketers, we can’t say we heard this one yet!

Timespan:

00:00 Welcome to We're Not Marketers

00:19 Introducing Matthew Reeves, CEO of GoldPan

01:37 Are Product Marketers Actually Marketers?

02:49 The Evolution and Challenges of Marketing

12:21 The Importance of Win-Loss Analysis

21:31 Building Rapport Between Product Marketers and Sales

34:25 Sales Missteps and Buyer Uncertainty

34:59 Understanding Product Assessment

35:34 The Role of Risk and Values in Buying Decisions

37:01 Challenges in Product Marketing

37:48 The Importance of Win-Loss Analysis

38:39 Switching Costs and Product Marketing

40:34 Effective Sales Messaging

43:14 The Buyer-Seller Dynamic

50:06 The Value of Churn Analysis

54:29 Bad Sales Experiences

01:01:33 Closing Thoughts and Future Plans

Show Notes:

Matthew’s LinkedIn

Goldpan website

Hosted by Ausha. See ausha.co/privacy-policy for more information.