How To Do And The Benefits Of Win-Loss Analysis In Competitive Intelligence

How to do and the benefits of win-loss analysis in Competitive Intelligence

How to do and the benefits of win-loss analysis in Competitive Intelligence

Swamini Kulkarni wrote this guest article. Entitled how to do and the benefits of win-loss analysis in Competitive Intelligence.

Win-Loss analysis is one of the best tools in your Competitive Intelligence armoury. They use it to help them understand why they have sales success and why they fail to meet their goals. Win-loss analysis helps produce higher revenue and margins from the current product lines. And encourages you to also focus on new products. New products from finding out what potential and existing customers really want. This article will introduce you to win-loss analysis, why it’s important, and how it can boost sales. 

What is B2B win-loss analysis?

Every major leading organisation should conduct a win-loss analysis. It is one of the most crucial tools that help you gain insights to grow. Use win-loss analysis to:

  • Improve their sales process, 
  • Create and update competitor profiles, 
  • Understand the buying process, and 
  • Understand the strength and weaknesses of their sales teams
  • Define what’s good about their products and what can they do to improve

Effective win-loss analysis offers primary intel on the company’s customers and prospects. Moreover, it provides insights on benefiting teams across the organisation. 

What is Win-Loss Analysis?

Win loss analysis is the process of identifying why you win, why you lose, why customers churn, and why customers decide not to decide at all. Win loss analysis improves sale, marketing, product development, and competitive strategy.
The win loss analysis also referred to as win-loss, sales win loss, win/loss or won lost analysis.

What are the benefits of win-loss analysis?

The insights on win-loss analysis shed light on the performance of your teams. It helps you understand more about competitors, your position in the market and how you can do better. However, you must have set objectives to determine things like:

  • Customers’ perception of your brand
  • Competitor’s features that you struggle to compete with
  • Your unique selling proposition

It’s never a blame proportioning exercise if you fail to land a big deal. 

How to conduct a win-loss analysis market?

There is more to win-loss analysis than asking stakeholders why you won or lost a deal. It’s so much more than that. But you need to:

  • Set clear goals. Winning more business and revenue should not be the only goal of your business. Understanding what outcomes your company must achieve through this analysis is vital. Set at least 1-2 goals for your company. For instance, better consumer retention rate or a deeper understanding of buyers’ behaviour. 
  • Have distinct hypotheses. Before heading into the analysis, have a clear context of the working hypothesis. Ask yourself these types of questions: Why do we win and lose against competitors? Why do customers churn?
  • Ask well-crafted questions. The core way to perform Intelligence research well is to ask excellent questions. No one questionnaire can apply to every business. But your questions must be well thought out, open-ended and concise. 
  • Gather data. Gather data from each team. Combine what you found with customer feedback. Then by being able to carefully analyse by also getting your team’s opinion. It can never be a witch hunt. It has to be a constructive and two-way process.

Customer experience will always benefit after a well thought out win-loss analysis. Thus, ask for customer feedback. And gather the feedback properly to rectify their issues and identify trends. This will help you understand the shortcoming of your product lines in the long run. The analysis enables you to understand what’s important for customers. And then improve your services to serve them better. 

How to do and the benefits of win-loss analysis in Competitive Intelligence

This guest article was written by Swamini Kulkarni of Allied Market Research. Called how to do and the benefits of win-loss analysis in Competitive Intelligence. Swamini Kulkarni holds a degree in Instrumentation and control engineering from Pune University. And works as a writer at Allied Market Research. She is deeply fascinated by the impact of technology on human life.

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