Primary Intelligence published key findings from our annual State of Win Loss report, including Win Loss program benefits, Win Loss data collection tools, annual spending on Win Loss initiatives, and comparisons with 2015 Win Loss findings. The following infographic highlights some of the most compelling findings from our 2017 State of Win Loss research. https://www.primary-intel.com/industry-insights/state-win-loss-2017-report/

1. 1. Make sure sales leadership is committed to win loss initiatives
2. Secure executive-level support
3. Introduce win loss programs as a learning tool, not a performance
management tool
4. Position win loss as a cultural change
5. Create small wins to build momentum
6. Clearly define program goals
7. Share win loss information broadly
8. Target a balanced number of wins and losses
9. Use debriefing and discovery sessions
10. Consider win loss in conjunction with a customer experience program
www.primary-intel.com 800.400.2174 info@primary-intel.com
In Primary Intelligence’s 2017 report on the State of Win Loss, B2B sales, marketing, and product management leaders
provide their feedback on how they’re implementing and using win loss programs to win more deals and fuel long-term
revenue growth. Win loss programs continue to be a crucial component for analyzing sales opportunities, identifying root
causes, and developing best practices that lead to higher sales wins and increased revenue.
www.primary-intel.com/product/state-of-win-loss-2017
62%
77%
Need more
win loss Want real-time
access
WinLossWinLoss
STATE OF
2017
Check out the full“State of Win Loss 2017”report
www.primary-intel.com/product/state-of-win-loss-2017
USAGE OF WIN LOSS
PROGRAMS REMAINS
STRONG
The clear majority of B2B companies—75 percent—
have some type of win loss program in place today.
This highlights companies ongoing commitment to
collecting buyer feedback to improve products, sales,
and internal processes.
Program in place
(75%)
Unsure
(4%)
No program
(21%)
The top reason most
organizations don’t have a
win loss program: they have
too many priorities.
57 percent of
respondents estimate
their win rate is
between 21-50
percent.
B2B COMPANIES ARE EMPLOYING EXTERNAL
THIRD-PARTIES TO MEET NEEDS OF BUYERS
Sales, marketing, and product leaders surveyed indicated 28 percent use an external third-par-
ty to collect win loss data, while another 32 percent said their sales reps, support, and/or man-
agers are charged with the task.
28%
17% 14% 11% 9% 9%
6% 5%
1%
External
third party
Sales rep Sales
operations/
support
Market
research
group
Dedicated
win loss
team
Voice of the
customer
group
Product
mgt.
Marketing Sales
mgt.
8.8Improves ability to
win more deals
8.5Helps me perform
more effectively
5.4Sales reps know the
real reasons for
wins/losses
7.9Should increase
investment in
win loss
STRONG BELIEF THAT WIN
LOSS PROGRAMS HELP WIN
MORE DEALS
Sales, marketing, and product leaders believe most strongly
that win loss programs help improve organizations’ability to
win more deals. What’s alarming is the low confidence in sales
reps knowing the real reasons that caused a buyer to select/not
select their solution.
82% have seen notable to
major improvements for their
top ranked benefit within the
last year.
10 = Strongly agree, 0 = Strongly disagree
82%
82%
THREE TOP WIN LOSS
BENEFITS
Twenty-nine percent of respondents said they saw
benefits just weeks after starting their win loss programs.
Enhance the sales process
Understand the buying process
Sales strengths and weaknesses92% of respondents said
they are priced similar or
higher than their competitors.
>$500K
3%
$100–
$500K
28% $0–
$100K
48%
WIN LOSS PROGRAM
SPENDING
A dedicated investment in resources is critical for a
successful win loss program. Organizations that invested
more than $50K in a win loss program indicated its
organization has seen an increase in revenue.
Unsure
21%
71 percent of
respondents collect
data from both the
buyer and sales reps.
“
”
COLLECTION METHODS
Over 80 percent of companies collect both open-ended
(qualitative) and close-ended (quantitative) feedback with
buyers. Collecting quantitative and qualitative data is
considered a best practice at Primary Intelligence.
“We try to get our own feedback of
course, but it is never as in-depth, or I
think objective as it is when it comes from
a third-party.”
—Vice President, Sales Support,
Support Services Industry
83%0%
3%
14%
Qualitative
only
Quantitative
only
Unsure
Quantitative and
Qualitative
10 BEST STRATEGIES FOR SUCCESS