Win/Loss Analysis That You’ll Act On

Our Win/Loss Analysis service helps Marketing, Sales, and Product leaders make a difference.

We interview a cohort of recent buyers to find the big patterns driving outcomes, and deliver actionable advice to improve outcomes.

We’ll also work with clients to implement these insights when needed. Whether we lead or support, our participation cuts the time needed to improve positioning, product plan, and sales enablement.



Making Win/Loss Analysis Count

On their own, win/loss insights are insufficient.
How will you make an impact with the insights? That’s what is important.
You know it. And we know it.
So you’ll get more than just a report and read out when you work with us.
You’ll get a partner in making a difference.
Where do you want to start?

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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Technique

Our Win/Loss Analysis Service produces more than just pretty reports. We partner with you to make an impact. Here’s how we do it.

Plan With A Purpose


Together we set a goal for the win/loss program, and document how and when we’ll measure results. Then, we translate that business objective into a research plan. We scope enough interviews (often just 20) so the reasons you win and lose will be sharp and clear. You'll feel confident taking action.


Ask Savvy Questions


Decision making can be deliberate (System 2), quick (System 1), or both. With the metaphor of filming a documentary, we help buyers relax and share freely about their motivations, perceptions, experience, and decision making. Rather than spend precious interview time on questions like "What did you like/dislike about our product" — common in win/loss interview templates — we derive that data by correlating decision criteria with buying behavior.


Insights To Act On


Once we've dug deep to get data from actual buyers, we'll roll up our sleeves to make it actionable. Matrices, competitive scorecards, and SWOT analysis make major patterns and next steps obvious. Our workshop with stakeholders is a client favorite. Everyone is active. Working together in structured exercises to understand buyer behavior.



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