Win-Loss Research and Analysis

Enabling B2B sales teams to work smarter

Our win-loss research and analysis services help your sales team improve performance by understanding what works in the sales process and what areas need improvement. From this, you can improve your conversion rate, improve the value of each sale and identify opportunities systematically for a higher chance of conversion.

Win-loss analysis research enables ROI to be realized swiftly and tangibly. In many businesses, even an increase of 1-5% in conversion rates can have an appreciable impact on the bottom line.


Our approach to win-loss analysis: The research program

win loss research

What can win-loss research and analysis deliver?

  • An overview of the current sales experience – identifying what works well, what doesn’t work well, how well value is being communicated and which sales tools or messages resonate best with the market.
  • Measurement of win-loss ‘drivers’ – determining the factors which have the biggest impact on deal conversions and creating a tool to predict future conversion rates.
  • Areas to improve and build upon – identifying the customer journey stages to focus on to improve conversion rates and sharing examples of best practices.
  • ‘Levers’ to increase sales value – identifying the factors that ensure the most value is extracted, missed opportunities for cross- or up-sell and evaluating whether the correct solution was identified for the customer and whether any new propositions are needed.

Case study: Helping a tech client increase revenue by 16%

A European provider of carrier and data service centres approached us to gain a deeper understanding of their inquiry and sales processes.

The provider wanted to find out exactly what made potential customers choose to work with them and what the reasons for inquiry losses were.

Find out how our win-loss analysis approach helped them to improve their win-loss ratio over time and to better sell on value.

win loss research


Activation services: Helping you get the most out of your win-loss analysis investment

Personas / Segment Profiling
Bring your customers to life and gain a deeper understanding of their needs, challenges and behaviors in order to more effectively market to them.
sales battlecards
Sales Battlecards
A “cheat sheet” used by account management and sales teams for engaging with a customer or prospect.
social media monitoring
Social Media Monitoring
Actively listening to your target audience across multiple channels to identify what they want, how they behave and what they think of you.
B2B Spotlight
B2B Spotlight
Our video platform offering instant video capture and powerful analytics to understand respondents on a much deeper level and bring results to life.
Get in touch to find out how you can benefit from win-loss analysis
  • Contact Us

    Speak to one of our experts today and see how we can provide insights for your business.
  • For details on how we use your information, see our privacy policy.
  • This field is for validation purposes and should be left unchanged.

+187 220 44533