Ellen Naylor

Ellen's insatiable curiosity led her to competitive intelligence. She loves to hear people's stories, and somehow they sense this. She is one of America's pioneers in competitive intelligence and Win/Loss analysis, which stems from her extensive sales experience. There she learned that customers and those who chose a competitor were a great source of competitive, product and market insight.

Ellen conducted her first Win/Loss analysis project in 1989. Over the years, she noticed that every time companies made the changes she recommended from Win/Loss analysis, they made more money. She wrote this book to help you improve your win rates and customer retention through her 12-step Win/Loss analysis process, which also includes her inside tips and secrets.

Ellen's company, The Business Intelligence Source, helps companies develop competitive intelligence programs, win/loss analysis, market opportunity analysis and elicitation collection skills. She has given workshops and presentations on these topics for 25 years. Learn more: http://thebisource.com.