© 2015 Primary Intelligence Inc. www.primary-intel.com/industry-insights

State of Win Loss 2014Primary 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 DoingWin Loss?

Program Length Mature Programs Deliver Best Company Performance

Win Loss is a common practice acrossall industries and company sizes

What’sAnalyzed?

What’s theInvestment?$

Most organizations are collecting feedbackfrom both buyers and sales representativesinvolved in the deal

Who HasAccess?

Surprisingly, many companies limit accessto Win Loss data to speci�c roles

Spending $50K–$100K annually produces the best company performance results

Who’sResponsible?

Should itbe required?

Many organizations are doingWin Loss with their own resources,but that produces weaker results

When Win Loss is mandatory,company results are stronger

Why Lookat 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 Years3 Years

4 Years 5 Years 6 Years 7 Years 8 Years8+ 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-personvisit

Phonecall

Websurvey

24%

64%

36%

54%Use an outside

vendor forWin Loss

46%Use an internal resourceFrequency of data

collection and company performance results are stronger for this group

OtherSalesReps

SalesOperations/

Support

20%

46%34%

Responsible for Collecting

OtherMarketingSalesLeadership

26%36% 38%

Responsible for Analyzing

ExecutiveManagers

MarketingSalesLeadership

SalesReps

SalesSupport

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