Gartner Research

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

Published: 16 May 2014

ID: G00263677

Analyst(s): Todd Berkowitz

Summary

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
  • Key Challenges

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

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