Truths &
Misperceptions about
Win Loss Analysis
June 10, 2015
© Primary Intelligence, Inc. 2015
Connie Schlosberg
Digital Marketing Specialist
Primary Intelligence
Housekeeping
•
This session will be available on our website
•
All phone lines are muted
•
Please ask questions using the Chat function
Carolyn Galvin
Director of Industry Insights
Primary Intelligence
The State of Win Loss
How Organizations are Leveraging Win Loss Programs
to Increase Buyer Understanding, Develop Competitive
Strategies, and Improve Company Performance
Today’s Agenda
• Brief Overview of Primary Intelligence
• What is Win Loss?
• Background & Methodology
• Selected Key Findings
• Conclusions & Recommendations
• Q&A
• Upcoming Research
• Prize Winners
Ken Allred
CEO & Founder
We manage
568 win loss and customer experience programs
We evaluate more than $20
We analyze more than
billion worth of purchase decisions annually
3,000 deals and customer engagements annually
We support more than 6,000 sales, marketing, product, CI & customer leaders globally
We work with 6 of the Fortune 20
What is
Win Loss
Analysis?
• Explains buyer choice
• Transformative
• Differences in program maturity
Win Loss
• Primary Intelligence:
in Practice
• Differences in organizational
approach
•
•
•
•
Solution Performance
Sales Impact
Company Attitude
Pricing
State of Win Loss Research Background
• Goals:
• Understand how organizations are
performing Win Loss Analysis and using
Win Loss data
• Understand impact of Win Loss
programs on company results
State of Win Loss Research Methodology
• 60-question online survey
• Outreach timing: March – October
2014
• Outreach to 5,400 individuals
• Feedback from 175 respondents
76%
performing
Win Loss
Overall Win Analysis Frequency
Sales wins are never analyzed
2%
A small number of wins are analyzed infrequently
16%
A random sample of sales wins are analyzed
20%
All large and/or strategic sales wins are analyzed
34%
All sales wins are analyzed
15%
Unsure
13%
0%
5%
10%
15%
20%
25%
30%
35%
n = 126
40%
Overall Loss Analysis Frequency
Sales losses are never analyzed
0%
A small number of losses are analyzed infrequently
15%
A random sample of sales losses are analyzed
19%
All large and/or strategic sales losses are analyzed
33%
All sales losses are analyzed
17%
Unsure
15%
0%
10%
20%
30%
40%
n = 126
3x – 7x
higher win rate
Win Loss Program Participation and Win Rates
100%
90%
83%
80%
70%
74%
67%
60%
50%
40%
30%
24%
22%
20%
11%
10%
10%
4%
6%
0%
Yes, we analyze why we win and lose sales
opportunities
No, we do not currently analyze why we win and lose I don't know if we analyze why we win and lose sales
sales opportunities
opportunities
0-20% Win Rate (n = 21)
21-50% Win Rate (n = 77)
50%+ Win Rate (n = 66)
n = 164
In the last six months, what was the most significant thing that your organization’s
Win Loss Analysis program helped you with?
“Competitive forces.”
“Specific feedback on
opportunities lost that
assists to increase future
win rates.”
“Improve sales process and
measurement
techniques…engagement
model for sales reps to
clients.”
“It enables me to ask for
best practices and I also
learn what customer’s
value.”
Desired Frequency of Win Loss Data
100%
90%
80%
70%
60%
58%
50%
40%
30%
24%
20%
12%
10%
4%
0%
Real-time access
(whenever I need it)
Monthly
Quarterly
Every six months
1%
2%
Once a year
I don't want or need
access
n = 165
Win Loss Data Frequency
Fitbit
Primary Intelligence
Win Loss Data Frequency and Win Rates
100%
90%
In the last six months, what was
the most significant thing that your
organization’s Win Loss Analysis
program helped you with?
80%
70%
60%
62%
55%
58%
“Accurate update on what
competitors are doing in real time
instead of six months later.” –
Account Manager, Workforce
Management Vendor
50%
40%
30%
24%
20%
29%
20%
12%
10% 12%
10%
0%
0%
Real-time access
(whenever I need
it)
Monthly
0-20% Win Rate
Quarterly
4% 5%
Every six months
21-50% Win Rate
5%
0%
3%
Once a year
50%+ Win Rate
0%
1%
3%
I don't want or
need access
n = 162
Win Loss Data Frequency and Company Performance
10 = Significantly better, 0 = Significantly worse
10
9
8
7
6
6.3
6.0
5.9
6.0
6.2
5.3
5.2
5.7
5.9
5.8
5.2
5
6.0
5.4
4.9
5.4
6.1
5.7
6.0
5.9
6.0
4
3
2
1
0
Revenue growth
Sales win rate
Sales representative
effectiveness
Marketing effectiveness
Product competitiveness
n = 160
Real-time access (n = 95)
Monthly (n = 40)
Quarterly (n = 19)
Bi-annually (n = 6)
Win Loss Collection Methodology
100%
90%
80%
70%
57%
60%
50%
40%
30%
20%
19%
20%
10%
4%
0%
Feedback is collected from the buyer
only
Feedback is collected from the
responsible sales reps only
Feedback is collected from both the
buyer and the responsible sales reps
Unsure
n = 126
Win Loss Collection Methodology
START
FIX
Breakdown:
Emails going to
unmonitored
inbox
Potential
customer
contacts PI
about WL
Program
Rep got lead
2 weeks after
submitted
No response
from PI in
over 2 weeks
Sales Rep says
he contacted
prospect day
he got lead
SVP Sales ->
Sales Rep: “Why
not?”
Prospect goes
to competitor
“No response
for over 2
weeks”
PI conducts
Loss Review;
interviews lost
prospect
10 = Far exceeds expectations, 0 = Far short of expectations
Win Loss Collection and Program Success
10
9
8
7
6
5
6.7
6.5
5.8
5.5
4.4
6.5
6.0
5.0
4.6
5.8
5.5
4.5
5.3
5.5
4.9
4
3
2
1
0
Increasing your
organization's win rate
Improving your
understanding of your buyers
Providing actionable
competitive intelligence
Feedback collected from buyer only (n = 24)
Feedback collected from buyers and sales reps (n = 72)
Improving your
organization's marketing
efforts
Feedback collected from sales reps only (n = 25)
Improving your
organization's product
decisions
n = 121
Sentiment about Amount of Win Loss Data
100%
90%
80%
70%
60%
55%
50%
40%
30%
22%
20%
10%
0%
10%
4%
9%
0%
I need more win loss I have enough win loss I have too much win I don't have access to I don't need access to I'm not sure if I have
data
data
loss data
any win loss data
win loss data
enough win loss data
n = 165
10 = Far exceeds expectations, 0 = Far short of expectations
Amount of Win Loss Data and Program Success
10
9
7.6
8
6.7
7
6.5
5.7
6
5
7.6
5.5
5.0
5.2
6.3
5.0
4
3
2
1
0
Increasing your
organization's win rate
Improving your
understanding of your
buyers
Providing actionable
competitive intelligence
Improving your
organization's marketing
efforts
Improving your
organization's product
decisions
n = 112
I need more Win Loss Data (n = 78)
I have enough Win Loss Data (n = 34)
Amount of Win Loss Data and Win Loss IQ
10
9
8
7
7.1
7.6
7.4
6.7
7.4
7.1
7.5
6.5
6.7
6.1
6
7.2
6.6
5
4
3
2
1
0
I know what buyers I know and understand I know why we lose in I know why we win in
want and what's
the buying process of
competitive sales
competitive sales
important to them
my buyers
opportunities
opportunities
I know what my
competitors'
weaknesses are
I know what my
competitors' strengths
are
n = 127
I need more Win Loss Data (n = 91)
I have enough Win Loss Data (n = 36)
Amount of Win Loss Data and Company Performance
10
10 = Significantly better, 0 = Significantly worse
9
8
7
6.3
6.4
6
5.9
6.4
6.3
5.7
6.0
5.9
6.1
6.4
5
4
3
2
1
0
Revenue growth
Sales win rate
Sales representative
effectiveness
I need more Win Loss Data (n = 91)
Marketing effectiveness
I have enough Win Loss Data (n = 36)
Product competitiveness
n = 127
Conclusions & Recommendations
• If no Win Loss program in place, start today
• Determine ways to implement real-time access for users
• Collect information from buyers and sales reps
• Watch your game tape
• More detailed results in full report
• Participate in 2015 State of Win Loss research
MORE INFORMATION
• 2014 State of Win Loss Report:
http://bit.ly/1IqsNDw
• Participate in 2015 State of Win Loss
http://bit.ly/1HjD8lO
• Industry Insights at Primary Intelligence:
http://bit.ly/1QG2uLB
• Industry Insights Mailing List:
http://bit.ly/1Mj3VhD
• Primary Intelligence:
http://www.primary-intel.com/
Questions?
Upcoming Research
• 2015 State of Win Loss/State of
Customer Experience
• Sales Intelligence analysis
• Buyer persona research
And the Prize Winners are…..
Connect with us!
linkedin.com/company
/primary-intelligence
@PrimaryIntel
primary-intel.com/blog
Thank You! Thank you!
Questions?
© 2015 Primary
37