The State of Win Loss 2014 study highlights the benefits of collecting, analyzing, and disseminating Win Loss data, along with best practices for ensuring organizations are getting the most from their Win Loss programs.

1. © 2015 Primary Intelligence Inc. www.primary-intel.com/industry-insights
State of Win Loss 2014
Primary Intelligence surveyed 175 sales, marketing, product, and executive leaders to
understand how organizations are implementing Win Loss Analysis. Win Loss explains
how to win future deals by identifying root causes for recent wins and losses.
www.primary-intel.com/industry-insights
Who’s Doing
Win Loss?
Program Length
Mature Programs Deliver Best Company Performance
Win Loss is a common practice across
all industries and company sizes
What’s
Analyzed?
What’s the
Investment?$
Most organizations are collecting feedback
from both buyers and sales representatives
involved in the deal
Who Has
Access?
Surprisingly, many companies limit access
to Win Loss data to specific roles
Spending $50K–$100K annually produces
the best company performance results
Who’s
Responsible?
Should it
be required?
Many organizations are doing
Win Loss with their own resources,
but that produces weaker results
When Win Loss is mandatory,
company results are stronger
Why Look
at the Past?
Win Loss is identifying sales strengths
and weaknesses, process improvements,
and product needs
76%
Consistently analyze why they win and
lose in sales opportunities
33%
Analyze all large and/or strategic
wins and losses on a consistent basis
15%
Analyze a small number of
wins and losses infrequently
Lack of resources and budget is
the most common reason for lack
of Win Loss programs
43%
0 Years
1 Year
2 Years
3 Years
4 Years 5 Years 6 Years 7 Years
8 Years
8+ Years
46%
22%
5% 9%
55% surveyed said they
need more Win Loss
information to do their job
Win Loss teaches companies
about the competition—45%
surveyed are seeing more
competition this year
compared to last
Companies studying their past deals
have a 3 to 7 times higher win rate than
those that do not
3x to 7x
57%
Collecting feedback
from both sales and buyers
46%
Gathered
open-ended
feedback only
6%
Gathered closed-ended
feedback only
35%
Gathered both open
and closed feedback
20%
Collecting feedback from sales only
19%
Collecting feedback
from buyers only
4%
Unsure
13%
Unsure
$
$
Collecting both open-ended and closed-ended feedback
has the best results on company performance, but the
majority of companies are only doing one or the other
Open-ended (qualitative) feedback is
considered most valuable, and how it’s
being collected varies, with many using
multiple methods to gather it
In-person
visit
Phone
call
Web
survey
24%
64%
36%
54%
Use an outside
vendor for
Win Loss
46%
Use an internal resourceFrequency of data
collection and company
performance results are
stronger for this group
OtherSales
Reps
Sales
Operations/
Support
20%
46%
34%
Responsible for Collecting
OtherMarketingSales
Leadership
26%
36% 38%
Responsible for Analyzing
Executive
Managers
MarketingSales
Leadership
Sales
Reps
Sales
Support
59% 61%
84%
69% 70%
48%
“Opt-in”
program
35%
Require Win Loss
on every deal
17%
Unsure
32%
Less than
$25K
13%
$25K–$50K
13%
$100K+
13%
$50K–$100K
29%
Unsure
These programs have the highest
success rates, managers have the
strongest Win Loss IQ, and company
performance outcomes are greatest
This group shows the
strongest company
performance
Best Outcomes