Leveraging The Findings From Win/Loss Analysis

January 1st, 2018

With contributors:

Amy Hayes , Barry Vasudevan , Beth Caplow , Barbara Winters , Katie Fabiszak , John Buten

Summary

Ongoing win/loss analysis programs help B2B organizations track macro trends in their markets and reveal areas of concern. Marketing can utilize win/loss findings to implement demand generation and product launch initiatives with greater precision. Win/loss data is also invaluable in the construction and measurement of sales enablement efforts. In the world of B2B win/loss analysis, collecting the data is just the beginning; turning it into actionable intelligence produces most of the value of the exercise. In this report, we review the typical deliverables of win/loss analysis, and discuss how they can be leveraged by various functions to improve overall productivity.

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