Published: 09 January 2024
Win/loss analysis providers are leveraged to minimize internal bias and pursue deeper insights into why deals were won or lost. Revenue and retention leaders should use this research to identify best-fit providers to uncover purchasing decision drivers that can lead to improved win rates.
Revenue and retention leaders are often skeptical of the quality and validity of seller-submitted win/loss data. Third-party support becomes essential to institutionalize win/loss analysis best practices in organizations.
Over half (55%) of CMOs and product marketers are currently implementing, deploying or working with a third-party provider or have budget and plan to leverage their services within 12 months — signaling a clear interest to outsource win/loss analysis.
The emergence of speech, sentiment and predictive analytics — powered by AI and machine learning — enables win/loss analysis providers to automate data processing, analysis and forecasting.
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Analysts:
Rahim Kaba, David Yockelson, Simon Escobar
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