Published: 17 August 2023
CSOs skeptical of the validity of seller-generated win/loss data mistakenly underutilize or fail to collect seller feedback. Win/loss data can be easily collected and leads to actionable insights on sales strategy, customer segments and competitors — resulting in improved growth and retention.
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CSOs and other go-to-market (GTM) stakeholders are often skeptical of the quality and validity of seller-generated win/loss data. This leads them to not collect this data or not apply the insights to future sales strategies.
Sales strategies, sales execution tactics and competitive intelligence frequently lack an ongoing and continuous stream of win/loss data to improve sales execution. This lack of data leads to misdirected investments and unnecessary discounts.
Sellers face increased complexity and administrative burden — many CSOs are reluctant to put more burden on their sellers by asking them too much additional information.
CSOs looking to boost commercial performance should:
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