Best Practice Report

The Role Of Sales Operations In A Win/Loss Program

January 1st, 2018

Summary

Win/loss analysis should be a formal program that is part of the standard sales operating rhythm and reporting cycle, not an ad hoc project. Win/loss analysis should include a combination of quantitative and qualitative data to fully clarify the “what” and the “why.” Organizations that commit to action on the basis of win/loss output will reap benefits not only in sales, but also in marketing, customer engagement, and product development. In this report, we explain the types and benefits of win/loss analysis and the role sales operations plays in an ongoing win/loss analysis program.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.