Tech Go-to-Market: Three Ways Marketers Can Use Data From Win/Loss Analysis to Increase Win Rates and Revenue

Archived Published: 16 May 2014 ID: G00263677


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A formal and rigorous win/loss analysis program enables better segmentation, product strategy choices and sales enablement. This research shows technology and service provider marketers how to use the data to improve strategic decision making.

Table of Contents

  • Introduction
  • Analysis
    • Set the Foundation to Enable Strategic Decision Making
      • Secure Buy-in From Management and Functional Leadership
      • Share the Results on an Ongoing Basis
    • Three Ways to Use the Results to Drive Strategic Decision Making
      • Targeting and Segmentation: Identify Deals You Should Win (Rather Than the Ones You Can Win)
      • Product Road Map and Strategy: Using Data and Analysis to Build Business Cases
      • Positioning, Messaging and Sales Enablement: Understand How to Improve the Buyer Experience
    • Caution: Beware of Small Sample Sizes and Anomalies
    • Summary
  • Gartner Recommended Reading
© 2014 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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