Win/loss analysis seeks to understand why sales were won or lost by examining data from sales, finance, customers, prospects, and competitors. The goals are to discover insights to improve future sales and determine the most important factors like pricing, resources, decision makers, and sales process. Data is analyzed using tools like CRM and Excel to measure dimensions like dollars, counts, sources, and timing. Insights are then presented and used to refine strategies, abandon low potential opportunities, and continually monitor and improve results.

1. Win/Loss Analysis
A Brief Introduction to Sales Win/Loss Analysis

2. What is Win/Loss Analysis?
• Win/Loss Analysis is an “autopsy” of sales results– good or bad
 Wins
 Losses
• The analysis seeks to answer “Why?” for success or failure to secure the sale
• The ultimate goal is discovering insights to make improvements to future
sales situations
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3. Where to Start?
• Sales and finance data
• Your sales team
• Clients, prospects, and suspects
• Your competition
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4. What Do We Really Want to Know?
• Why did we win or lose?
• Where are the best opportunities
coming from?
• What do our best opportunities “look”
like?
• Are we pursuing the “right”
opportunities?
• Who should we pursue?
• What are our strengths or
weaknesses?
• How are we perceived?
• What do we “really” offer?
• What is salesperson’s relationship and
actual process?
• What is our sales process?
• What criteria are most important in
the request for proposal (RFP)
process?
• Who were the decision makers
involved?
• Who else competed for this business?
• What resources went into the win or
loss?
• Pricing and margins--Is the business
really profitable?
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5. What Measurement Dimensions?
• Dollars
• Counts
• Sources
• Timing
• Sales team reason for the win or loss
• Client/prospect reason for the win or
loss
• Characteristics
 Industry
 Client/prospect revenue size
 Client/prospect other demographics
 Geographics
 Products/Services
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6. Tools to Use
• Customer Relationship Management (CRM) system
 Salesforce.com or similar tracking system used by the sales team to collect data
• Excel or other data analysis tool
 Pivot tables make slicing and dicing the data easier
• Powerpoint or other presentation tool
 Present a deck to senior management, operations heads, sales team, and marketing
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7. We Analyzed it . . . Now What?
• Use common sense and good judgement:
 Share the results with all relevant stakeholders
 Make recommendations and plans to do or seek out more of the successful
 Make a plan to downplay or improve the weak spots
 Move away from or abandon the low-to-no probability business
 Be prepared to try new approaches
 Continue to monitor and improve results– This isn’t a one-time exercise
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8. Thank You!
This Slide Concludes This Review
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• For More Information, Please Contact George Sloane at:
• AnalyticDesignGuy.com website
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• Gmail: gsloane.business@gmail.com
• Phone: (203) 981-4488