Sound suspiciously like Win/Loss Analysis, a valuable discipline that many Product Managers are familiar with. Not only is Win/Loss crucial to understand why you’re landing users, but also why you’re losing them. The type of data you need to make critical decisions in your feature planning, pricing, and marketing.

Much is written elsewhere about the value and best practices in Win/Loss Analysis but I’d suggest visiting this site from a company that provides these services and has several on-demand webinars — http://www.primary-intel.com/resources/webinars/

I attended a meetup last week at which a member of their company did a 90 minute presentation which was fascinating (and turned about to be 90 minutes too short!). I had been researching Win/Loss recently and the presentation only solidified my belief that the ROI on implementing Win/Loss for most companies (selling anything) would be unquestionable.

Primary Intelligence focuses primarily on B2B clients but there is still a lot to be gained from their webinars even if your B2C.