Alan Armstrong, VP of Product Management at Fortiva, Inc - If there is a single tool that every PM must master, it is Win/Loss Analysis. No tool in your belt will tell you more about the market and give you more credibility with executives, developers, marketers, and best of all, customers. Yet so few perform this analysis correctly, if at all. Some people interview the sales reps and think that they got the story. Others read sales logs. Others simply ask the lost account "why did you not choose us?" These techniques are doomed, and this flawed data is the most dangerous kind because it gives the PM unwarranted confidence.

In this session, Alan Armstrong will provide a technique for Win/Loss Analysis that will help you uncover the hidden truths of your market by identifying objectives, designing and conducting the interviews, and reporting your results to senior management. These techniques will give a quick boost to in your professional credibility, and you'll be able to start practicing them immediately after the session.

Speaker Bio:
Alan is VP of Product Management at Fortiva, Inc., and has over 12 years experience in Product Management for enterprise software. In that time, he has managed teams and executed through all aspects of inbound and outbound product management / marketing, has built new products from scratch, and managed existing product lines through explosive revenue growth. Alan Armstrong has recently returned to his native Toronto from Silicon Valley, where he helped Wily Technology (now part of CA) grow from $10MM to $80MM in annual revenues in three years. Alan is an engaging speaker, and was selected as one of a handful of industry leaders to present at the inaugural Software Marketing Perspectives conference in Boston in 2005. Alan is alsothe co-founder and former president of the Toronto Product Management Association.