Published: 15 May 2023
Understanding why your company wins and loses deals is critical to driving efficient growth. Revenue and retention leaders must develop a strong foundation for their win/loss program, including sourcing and analyzing data, sharing actionable insights and evaluating in-house versus outsourced models.
Revenue and retention leaders often lack insight on the factors buyers are taking into account during the evaluation and selection process.
Those charged with conducting win/loss analysis often struggle to obtain relevant and accurate information from internal and external sources.
Third parties are available to provide assistance for win/loss analysis, but their tactics and related efficacy can vary.
Revenue and retention leaders supporting customer-led growth strategies must take these steps:
Establish a strong foundation for win/loss analysis by outlining clear objectives, assigning accountability and identifying partners who will be responsible for supporting the process.
Formalize a process for win/loss
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