Gartner Research

Leverage Seller-Generated Win/Loss Analysis to Improve Sales Strategy and Execution

Published: 16 May 2019

ID: G00392390

Analyst(s): Dave Egloff


Chief sales officers skeptical of the validity of seller-generated win/loss data mistakenly fail to collect or underutilize the data that comes from frontline sellers. Win/loss data can be collected quickly and leads to actionable insights on sales strategy, customer segments and competitors.

Table Of Contents
  • Key Challenges



  • Improve GTM Strategy by Institutionalizing Win/Loss Insights
  • Collect Seller Feedback by Focusing on Micro Contributions From Each Seller on All Opportunities
    • Promote Automation
    • Prioritize Categorical Data Entry
  • Champion the Win/Loss Program by Translating Insights Into Sales Action and Measuring the Effectiveness of the Program
  • Conclusion

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