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Increasing Sales Effectiveness: The Art and Science of Win/Loss Analysis

by Rachel Corn, Robin Kahn  |  
March 23, 2010
  |  2,661 views

What better time to think about improving your company's sales-force effectiveness than now?

With business growth more unpredictable than ever given the current economic climate, a win/loss analysis may be just the way to help you gain a quick advantage over the competition. Surprisingly, however, most companies don't leverage win/loss.

Studies have found that growing companies win roughly 50%-60% of the deals they bid on. If you include customers who take no action, that number drops to 20%.

Do you really know why you lost the recent deal or why some customers keep coming back? Customers have the answers, but they rarely provide them in an unfiltered manner to your sales and service teams.

What Are the Benefits of a Win/Loss Analysis?


We are all busy. We process megabytes of data daily. Why do we need another piece of analysis?

First, win/loss is more relevant to your company and customers than any piece of market research—because it's specific to you.

Second, what you learn can transform your business if acted on effectively.


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Rachel Corn is a principal at R² Strategy Partners (www.r2strategypartners.com), which develops strategies for a variety of consumer-products, healthcare, industrial, software, and telecommunications clients. Reach her via rachel@r2strategypartners.com.Robin Kahn is a principal at R² Strategy Partners (www.r2strategypartners.com), which develops strategies for a variety of consumer-products, healthcare, industrial, software, and telecommunications clients. Reach her via robin@r2strategypartners.com.

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  • by Kourosh Tabandeh Sun Mar 28, 2010 via web

    Prevent is better than cure. What we do in a service company in Iran is making similar analysis on regular basis to get customers ideas and feedback to jump over the competition. When we expose ourself to our customers through an indepth interview and at the end we introduce our services.

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