Win Loss Research: Helping b2b sales teams to work smarter

Win loss research helps you improve your sales performance by understanding what really works in the sales process and what areas need to be improved. From this you can improve your conversion rate, improve the value of each sale and more systematically identify opportunities with a higher chance of conversion.

Win loss research is an area where ROI can 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: The win / loss research programme

win loss research

What can win-loss research 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 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 practice.
  • ‘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 research 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
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