Ownership of Customer Win/Loss Programs in Large Companies

Megan Donaldson · 2025-08-01 23:31:17.484935+00

Curious to hear from folks who work at larger companies (1000+ or 5000+ employees). Which department or role owns the customer "win/loss" program at your company? We use Clozd for interviews and surveys to find out why we win, why we lose, and top competitors. My team inherited the program through some org changes and have been babysitting it for awhile...but it seems better suited for our Competitive team or another dept.

Ownership of Customer Win/Loss Programs in Large Companies | CMAweekly Customer Marketing and Advocacy Slack

12 comments

· Sorted by Oldest

Valeria Gomez
·
At Zendesk, (back in my time)- the competitive team within PMM
Liz Pedro
·
Agree the product marketing team. I’ve seen that at a few companies that size. One company sales ops owned it
Jeanne Nitschke (Talbot)
·
Product marketing.
Megan Donaldson
·
Thanks! I report into PMM and my team includes Advocacy, Analyst Relations, and Market Insights (1 person) ... so it's a little fuzzy but I think I need to hand it over to the lead with more team members focused on competitive.
Liz Pedro
·
I would definitely do that, the wins and losses at companies I’ve been at show competitive wins and losses so it’s great info for the competitive team
Kevin Lau
·
PMM but a different flavor where CMA could own it naturally is win wires - spotlighting the rep, what helped close the deal, etc.
2
Ciana
·
I've run it before but agree it's more suited for the Competitive team
Evan Huck
·
PMM is the normal spot, but yea to Kevin's point I think it's interesting in CM/Advocacy (especially if CM is under PMM anyway) - the findings actually make it into content that sales and marketing can use! We are starting to see more CM teams using UE run/own win-loss surveys - but the give to get there is that you have to disseminate that info to a bunch of other functions that needs those insights (e.g. product management, leadership, strategy, etc). Nothing worse than sitting on critical insights. In my experience when it's in Product/UX or some nebulous Research/Insights group you may learn a bunch for internal purposes but rarely do those insights ever get to present externally as competitive/proof/evidence.
Evan Huck
·
I think one of the biggest GTM misses out there right now is weak competitive evidence and enablement (full rant/example on that here) - so I'd like to see CI more embedded in CMM and PMM, and I actually think CM is well positioned to handle it (it should be part of VoC).
Christine Newman
·
Our competitive intelligence person who sits in PMK owns that
Stephanie Porter
·
At the last 2 large companies I was at, it sat in Sales Enablement.
Cara Peterson
·
Granted, I'm at a smaller org. I started ours at the end of last year using UserEvidence. It was super successful. I really loved being CMA because it was a great touchpoint with our customers, and I loved analyzing all the feedback. But with it being such a lift, we are now using Clozd, and the project is now owned by PMM and I'm more of an advisor on the project.

Valeria Gomez
·
At Zendesk, (back in my time)- the competitive team within PMM
Liz Pedro
·
Agree the product marketing team. I’ve seen that at a few companies that size. One company sales ops owned it
Jeanne Nitschke (Talbot)
·
Product marketing.
Megan Donaldson
·
Thanks! I report into PMM and my team includes Advocacy, Analyst Relations, and Market Insights (1 person) ... so it's a little fuzzy but I think I need to hand it over to the lead with more team members focused on competitive.
Liz Pedro
·
I would definitely do that, the wins and losses at companies I’ve been at show competitive wins and losses so it’s great info for the competitive team
Kevin Lau
·
PMM but a different flavor where CMA could own it naturally is win wires - spotlighting the rep, what helped close the deal, etc.
2
Ciana
·
I've run it before but agree it's more suited for the Competitive team
Evan Huck
·
PMM is the normal spot, but yea to Kevin's point I think it's interesting in CM/Advocacy (especially if CM is under PMM anyway) - the findings actually make it into content that sales and marketing can use! We are starting to see more CM teams using UE run/own win-loss surveys - but the give to get there is that you have to disseminate that info to a bunch of other functions that needs those insights (e.g. product management, leadership, strategy, etc). Nothing worse than sitting on critical insights. In my experience when it's in Product/UX or some nebulous Research/Insights group you may learn a bunch for internal purposes but rarely do those insights ever get to present externally as competitive/proof/evidence.
Evan Huck
·
I think one of the biggest GTM misses out there right now is weak competitive evidence and enablement (full rant/example on that here) - so I'd like to see CI more embedded in CMM and PMM, and I actually think CM is well positioned to handle it (it should be part of VoC).
Christine Newman
·
Our competitive intelligence person who sits in PMK owns that
Stephanie Porter
·
At the last 2 large companies I was at, it sat in Sales Enablement.
Cara Peterson
·
Granted, I'm at a smaller org. I started ours at the end of last year using UserEvidence. It was super successful. I really loved being CMA because it was a great touchpoint with our customers, and I loved analyzing all the feedback. But with it being such a lift, we are now using Clozd, and the project is now owned by PMM and I'm more of an advisor on the project.