BDSM

1. Win-Loss Analysis Program.
How to keep the business you want
Anna Mamaeva, DataArt
Sales Operations Executive

2. About Speaker
Business:
Technology Consultancy
Size:
2700+ people
Revenue:
$124 mln., 27% growth in
2017
SALES OPERATIONS EXECUTIVE
12+ years of success in business and
solution development, Agile consulting and
transformation.
• From 2017 - support DataArt Financial
Services projects and initiatives with
consulting in management, facilitation
and solution design.
• ICE Agile, SAFe certified (in 2015).
• Produced more than a dozen products,
web and mobile applications for
popularly known brands and highly
specific solutions for the US market
(trading, wealth management)
• Masters in Technology Management,
LVBS
Contact me at:
anna.mamaeva@gmail.com

3. Win-Loss Analysis is
• “Accident reports” or “post-mortems” conducted with and by members of our own internal sales staff only
(without other stakeholders involvement)
• A “one-off” review or temporary set of deal reviews as the result of a key account loss or market event
• Targeted customer debriefs to provide support for predetermined strategies or actions
• Helps to understand why our customers are (or are not) buying services from us
• Provides insight into customers’ experience with specific sales engagements
• Allows to benchmark performance against competitors from the customers’
perspective
Win-Loss Analysis is not

4. 4
Is Your Sales Team a
Reliable Source of Insight?
Have You Effectively
Analyzed Available Data?

5. A formal and rigorous win/loss analysis
program enables better segmentation,
product strategy choices and sales
enablement©
Tech Go-to-Market: Three Ways Marketers Can Use Data
From Win/Loss Analysis to Increase Win Rates and
Revenues”
Gartner, 2014

6. What to look for?
• Deals above a certain revenue or profit threshold
• Deals that you expected to win, but lost – and vice versa
• Deals that were very competitive
• Deals that made it to the latter stages of the sales process
• Deals that fall into the ‘ideal customer profile’ group, or certain
persona’s that are being targeted
• Deals that originated or were referred by an important partner
• Deals in regions that you are hoping to further penetrate
• Deals that included a new or enhanced product or service

7. Sample Evaluation Process Elements
• Pre-Existing Relationship
• Range/Scale of Services
• Reputation
Qualification and first
contact (RFP)
Proposals
• Implementation Ease
and Time
• Integration of Solution
• Program Management
and governance
Approach
• Quality of Proposal
• Subject Knowledge
Selection Process
• Initial Pricing
• Expertise
• Professionalism
• Responsiveness
• Regulatory Compliance
• Innovation
• Solution Risk
• Terms and Conditions

8. Sample Evaluation Process Elements
• Flexibility in Negotiations
• Thought Leadership
• Quality of Presentation
• Staff Competencies
Presentation
References and Value
Proposition
• Proof of Concept
• Verification of Specific
Capabilities
• Is Reference Appropriate?
• Is the Offer Differentiated
from Competition?
Final Decision
• Cultural Fit
• Established Rapport
• Industry Expertise
• Listen/Show
Understanding
• Solution Scalability

9. Buyer Type Segments

10. Benefits of Win-Loss program
Targeting and segmentation (helping to identify deals a sales
professional “should win” rather than deals we merely “can win”):
• Which industry segments do and don’t like your solutions
• Which business segments in need of strengthening value proposition
Positioning, messaging and sales enablement (improving the sales
experience and storytelling)
• How well our services are perceived
• Service features that our customers value versus they don’t value or
use

11. Win-loss interviews often uncover
win-back opportunities
Win-backs are deals typically lost by a thin margin and are
ideal targets for follow-up calls and future business pursuits.
These narrow losses reveal one of the most actionable pieces
of intelligence

12. Deal Won-Lost
analysis cycle
Sales team closes an
opportunity as won or
lost
CRM sends survey links to all
presale team members (DM and
Sales team) and to
prospect/customer team
Sales Operations team analyzes
the survey output and decides if
there’s a need to set up an
interview with the prospect (key
ops, golden band, strategic
development
Interviewer schedules and
conducts additional
interviews if needed
Sales Operations team verifies if there
were any trigger events (sales and
delivery team responses marked
differently, huge difference in
performance evaluation with prospect
responses, etc.) and addresses them
Sales Operations team
processes data and presents
outcomes to presale team.
Discuss and agree on
improvements/confirm
enablement
Sales Operations team generalizes
outcomes in a form of monthly/quarterly
reports for stakeholders and initiates
change management process if agreed

13. Win-Loss process development steps

14. • Step 1. Coordination and Planning
• Identify stakeholders
• Get legal and compliance assistance
• Identify key factors/goals
• Develop close-ended surveys
• Step 2. Pilot round (deals 5-10)
• Conduct initial deal reviews and collect data
• Review initial findings
• Revise process and guide as needed
• Step 3. The full roll-out of the program
• Aggregate and present initial program findings to
key stakeholders
• The main idea is to check whereas our
survey/solution works well
• Step 4. Take Actions.
• Implement findings in ongoing engagements
Process steps

15. What do we extract before the survey?
• Standard set of fields
• Source of the deal
• Cycle time +
• Sales Stage Change Count (Actually a count of number of times an opportunity changes
sales stages (back and forwards).
• Elapsed Days In Sales Stage (The number of days between the change in sales stages. The
counter is reset for each new sales stage)
• Ratio Days Identified To Total Days (Ratio of total days the opportunity has spent in sales
stage: New Opportunity over total days in sales process)
• Ratio Days Qualified/approved To Total Days (Ratio of total days the opportunity has been
spent in sales stage: Verbal Approval over total days in sales process)
• Prospect stage (funnel stage) of exit from the funnel

16. What do we ask during the survey?
• Decision maker data: position, role, responsibilities + other departments/roles involves as well
• What pain point or problem were you trying to solve? (open question)
• How did you learn about our services?
• What was the biggest consideration you based your decision upon to Select a Vendor/Partner
• Define the most Important Criteria in your Decision NOT to Select a Vendor/Partner
• Was the pricing a good reflection of the value of our proposal in comparison with competitors?
• Rate matrix (1-10)
• Sales team presentation/demo skills
• Clarity of our proposal/statement of work
• Overall performance of the sales team
• How likely would you be to use us as your vendor again in the future?
• How likely would you be to recommend ua to others, if appropriate?

17. It’s not whether you win or lose,
it’s how you play the game

18. Q&A