Win/Loss Process Explainer


Step 1 – Sample

We work with you to select the right deals to interview. You need a statistically significant sample size of interviews relative to your total population of deals. Only certain deals should be interviewed. Include deals that were recently won or lost. Include deals with your top competitors. Exclude small deals outside of your norm. Exclude sole source opportunities.

Step 2 – Interview

We interview decision makers who evaluated your company as part of a recent competitive purchase. Using blind and non-blind approaches, our executive-to-executive interviewing techniques uncover the customer’s selection process and evaluation criteria. We provide you with a report that includes how you and your competitors were scored, supported by candid quotes from decision makers.

Step 3 – Analyze

Using a methodology developed by former Gartner VP of Win/Loss, Richard Case, we analyze your aggregate win/loss data to reveal the reasons that you win and lose. Our summary report and graphical presentations include concrete cross-functional recommendations on how to improve your win rates.

Step 4 – Implement

While you spread awareness of these win/loss findings across your company to strategically drive change where it is needed, we help you develop tools and training to improve your sales effectiveness.

Our Competitor BattleCards turn your win/loss analysis into best practices to employ against specific competitors. BattleCards include succinct strategies, a description of how the competitor competes, guidance on how to deflect the competitor’s strengths, and effective attacks on the competitor’s weaknesses.

We perform additional research on your competitors, including price analysis, technical product evaluations, and more – for strategic decision making and other competitive action.

Step 5 – Measure

We share the best practices of managing and reporting competitive information in your CRM system – so that you can see what is working, and prepare against the competition in your pipeline. Use metrics to support the ROI of your win/loss program, and prioritize the competitors you need to focus upon in your next round of interviewing.