Resources For Win/Loss Analysis
Here we share our perspective and advice on the essentials of Win/Loss Analysis.
Win/Loss Analysis is the process of analyzing won and lost B2B sales opportunities to learn how to win more deals and increase revenue. Most B2B technology providers have a win/loss program of sorts. But as Todd Berkowitz at Gartner says, “While ad-hoc reviews about key losses can help identify obvious problems, providers that only utilize that strategy are putting themselves at a competitive disadvantage.”
If you want to do a better job of understanding why you’re losing deals, the Win/Loss Lifecycle can help. The Lifecycle is a useful framework for considering the options, and will help you pick a program that meets your goals.
This is the real guide to conducting a Win/Loss Analysis based on independent buyer interviews. The seven steps described here have been proven through years of in-the-trenches experience.
Seven steps for making an impact with Win/Loss Analysis. This is the one-page cheatsheet version.