Putting the Air in Your Win-Loss Analysis Program Sales
By Carolyn Galvin B2B win-loss programs are gaining tailwinds as more companies look for ways to gain a competitive edge. And what better way to gain that edge than by finding out reasons for wins and losses in competitive sales opportunities? Win-loss programs can seem daunting to the uninitiated. Where to start? Who to involve? How to gain traction to move the program forward without running into headwinds that will make progress difficult? In our latest research on the state of win-loss, Primary Intelligence asked win-loss practitioners for their advice to companies who are just starting out on their win-loss journeys. Below is a summary of these experts’ best and brightest ideas: Do your homework: Before your win-loss program starts, determine your program goals and desired outcomes, know what questions you want to ask buyers, and decide which customers and prospects you’ll reach out to for feedback.
- Will you only seek feedback from large and/or strategic accounts, or all accounts?
- Will you only follow up on losses, or will you collect a balance of wins andlosses?
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