Reviewing a win loss interview is one thing, but acting on it to drive company-wide results is quite another. Find out how you can generate a strong up-tick in your win rate and revenue by implementing this single, simple best practice.

1. Ken Allred
Primary Intelligence
Founder & CEO
kallred@primary-intel.com
385.355.6600
Traction and Action
How to gain momentum with win loss findings

2. Guaranteeing a Win Rate Increase
“Winning is not a sometime thing; it’s an all the time thing. You don’t win once in a while, you don’t
do things right once in a while, you do them right all the time. Winning is habit. Unfortunately, so is
losing.“
Vince Lombardi
Three things must happen to increase win rates:
1. Consistent AND sufficient, fresh sample – as deals close they are analyzed
2. Opportunity debriefs on every deal with appropriate stakeholders
3. Stakeholders must be informed AND have the courage to act

3. What is a debrief?
A debrief is …
• Your primary diagnosis tool of the major impact
reasons
• A time to identify and assign tactical actions
• The foundation for improving your competitive win
rates
A debrief is not …
• A time to review the buyer feedback for the first
time, or a re-reading of the buyer’s feedback
• A process to establish blame
• A time to challenge the buyer’s feedback or
perceptions
A successful debrief prompts three responses from participants:
Root
Causes
Best
Practices
Calls to
Action

4. The Debrief Process
• Buyer feedback reveals
the major decision
factors that caused
them to make their
decision
Your advantages in
wins, and disadvantages
in losses
Ask the team what
happened • Individual action items
• Diagnose root causes
of your disadvantages
and identify best
practices that created
your advantages
• Aggregate root causes
for better decisions
• Advocate best
practices
Buyer Feedback +
Debrief Diagnosis =
Win Rate Increase

5. Document so you can Aggregate
Establish a process to document debrief findings so that you can aggregate
and analyze them.

6. Document so you can Follow-up
Document identified action items and
follow-up on them for maximum
program impact.

7. How to set up your debrief
• Every opportunity where you were able to gather buyer feedback
• Buyer feedback reveals the major decision factors
• NOTE: Debriefs without buyer feedback as the foundation are not helpful
Every win and loss
analyzed
• Include the sales rep, their direct manager, and a product manager
• What were the major decision factors?
• Invite the owners of these areas as additional participants
Identify debrief
stakeholders
• Include the buyer feedback in the invitation
• Set expectations to review feedback prior to the meeting
• Establish a culture of learning
• Buyer’s perceptions, regardless of reality, are what matters
Invite and set
expectations

8. Catalyst for Change
Aggregate buyer
feedback to identify
why you win and
why you lose
Stakeholders make much
better decisions and win
rates improve
Aggregate debrief
identified root
causes and best
practices for each
reason

9. Debriefs sound expensive
 Guaranteed increase in win rate
 Opportunities you can re-engage with
 Most effective way to educate and change
sales behaviors
 Only way to systemically diagnose root
causes
 Your organization’s real-time connection
with your buyers
“Consistent debriefs will pay for
your annual win loss program
EVERY three months...if you do it
on every deal you analyze.”

10. Your Debrief Check-list
Your Debrief Check-list
Buyer feedback gathered – (Is it in a form that others can review?)
Identify debrief participants – (Based on feedback, who needs to attend?)
Participants will come prepared – (review buyer feedback before debrief)
Major advantages and disadvantages identified – (the symptoms we want to diagnose)
Note taker assigned – (who will document root causes, best practices and action items)
Documentation plan – (how will we document so we can aggregate?)
Action item follow up plan – (how will we follow up on identified actions?)

11. Questions?
Ken Allred
CEO
E: kallred@primary-intel.com
P: 385.351.6600
T: @zigrivers