A Rigorous, Tech-Enabled Win/Loss Analysis Service For Complex Sales

We supply “Aha!” moments so you can make a difference with Win/Loss Analysis.

To get a clear understanding of buyer decision making, we follow-up. We probe. We dig deep. We do more than just ask a question and get an answer.

We work exclusively on complex sales in B2B software.

And we use best-of-breed commercial software to automate and enable our win/loss programs. You won’t get locked in. And you’ll be confident of reliability, flexibility, and security.

We can also analyze the interviews for you, and present our findings and recommendations. This is valuable when you don’t have the time, or want a fresh perspective.



What A Win/Loss Analysis Will Tell You

Prospective buyers ask themselves two essential questions: “Will I?” and “Which one?” We’ll show you how to win those decisions with our Win/Loss Analysis service.

Will I?

To increase opportunity creation and reduce no decisions, our interviews are a deep dive into the buying context, the funding decision, and initial perceptions of the solution space. After analyzing the data to identify the winning patterns and understand why they occur, we recommend improvements to targeting, messaging, and sales process and enablement.

Which one?

To improve opportunity win rate, we interview buyers about their perceptions and thoughts as they shortlisted solutions and then selected one. We make these deep dives actionable by identifying the key criteria that drive wins and losses overall. And we explain how and why buyers assess competing alternatives on those criteria. Teams that have this deep understanding of the criteria that control outcomes are able to make rapid, data-driven improvements.

an animation showing opportunity creation and lead growth
Graphic showing how to make the business case for Win-Loss Analysis

A formal and rigorous win-loss analysis program enables better segmentation, product strategy choices, and sales enablement … those that take a more comprehensive approach have seen up to 50% improvement in win rates.

Todd Berkowitz | Practice Vice President

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Customer Stories

See how we partner with our customers to make a difference.


Willem not only got our customers to share openly about the issues that matter to us, but also helped us understand, absorb, and take the right action on them.

Peter Farago | VP & GM


Win/Loss Analysis Tools And Resources That Work