Win/Loss analysis is custom research. It's a great source of customer intelligence, product development and competitive intelligence...not just your sales process and performance. 60% of the decision making for a sale is made before buyers contact your sales reps, on average. Win/loss can help you with brand ID and to learn how the buyers are finding you, considering you for the short list or not. While you can monitor your website's activity, you don't know what influences buyers unless you ask.
Consider the 10 things this presentation focuses on to pick the right consultant when you outsource Win/Loss. Industry Experience
Connection to Sales
Sharing Win/Loss Experience
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