22 Jun 2026
Competitive Intelligence & Win-Loss Analysis
I built a global competitive intelligence and win-loss program to turn customer insights into strategic decisions.
The Challenge
Turning fragmented market feedback into strategic intelligence
As Akeneo continued to scale internationally, strategic decisions around positioning, product investment and sales execution required stronger market intelligence.
Competitive insights were fragmented, win-loss information was inconsistent, and valuable customer feedback remained scattered across teams.
The Approach
What we did
Build the global program
I built and led Akeneo’s global Competitive Intelligence and Win-Loss Analysis program.
Analyze opportunities across regions and segments
Working closely with Sales, Product, Product Marketing and Data teams, I analyzed opportunities across regions and customer segments to identify recurring competitive patterns, product gaps, buying criteria and sales execution challenges.
Combine CRM data and customer interviews
By combining quantitative Salesforce data with qualitative win-loss interviews, I uncovered why customers chose Akeneo, why they selected competitors, and how buying expectations differed across markets.
Scale reporting and data quality
To make the program scalable, I partnered with the Data team to automate reporting and dashboards, continuously refined our CRM taxonomy, and improved data quality through Sales enablement and internal best practices.
The Outcome
Results
+22%
Global win rate increase
First program
Akeneo's first global Competitive Intelligence and Win-Loss program
Better decisions
Improved strategic decision-making across Product, Sales and Marketing
Feedback loop
Strengthened the connection between customers and product strategy
Key Takeaway
Competitive intelligence isn't about tracking competitors. It's about understanding how customers make decisions.
Competitive intelligence isn’t about tracking competitors.
It’s about understanding how customers make decisions.
When structured correctly, win-loss analysis becomes a strategic operating system that aligns Product, Marketing and Sales around the same market reality.