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Win-loss analysis means receiving feedback at the end of an opportunity about why we win and why we lose it. Performing qualitative interviews with the buyer directly gives incredible data to organizations as to why they lost or won deals.

Asking only internal people about why they lose or win also comes with big biases. All of this gives you subjective answers as to why you win or lose. If you want to get concrete answers to increase your conversion & retention rate, you have to systematically integrate your real buyer in the loop. This practice comes with a win-loss analysis program.

Launching win-loss analysis is not easy and we often observe 6 common mistakes. In this article, we explore these mistakes and how to avoid them to get the most out of your win-loss analysis programs.

According to Gartner, B2B companies that take a more comprehensive win-loss analysis approach have seen a 15% to 30% increase in revenue and up to 50% improvement in win rates. This is huge but how can you be sure win-loss will have a real impact?

How many times have you asked your sales team why they lost this deal? What if you get the superpower to be 100% sure about why the prospect didn’t really choose you? Win-loss analysis offers this power.

All best B2B companies that implemented win-loss analysis have wondered if they should use an external neutral third party or perform this analysis internally. In this article, we analyze the pros and cons of making use of an independent third party.

Product marketers usually perform win-loss analysis in their organization to know with precision why their company wins or loses deals. Win-loss helps them sharpen their Go-to-market strategy & tactics, influence roadmap with data, collect competitive data, build winning battle cards and improve marketing messaging.

Executives are always super excited about win-loss analysis. One of their jobs is to make sure their company drives product & sales strategy by prospects and clients’ insights. They also want to know where they leave money on the table.

A question that often comes up when you are Revenue leaders is if yes or not you hit your quotas, and why. C-level & board ask the question. CRO and VP Sales ask the question. Ops ask the question. Salespeople also ask the question.