Why win-loss analysis is a must-have for your tech stack

Nate Gardner, Head of Finance, Strategy & Operations

TL;DR

  • Tech innovations have flooded sales and marketing teams with data, which makes selling more active than ever.
  • Learn from Coca-Cola's mistake and engage directly with customers to understand preferences.
  • Don't rely solely on inferred data—ask customers what they want directly.
  • Win-loss analysis is a critical part of your tech stack that provides deep insights and guides strategic decision-making.

Tech innovations make selling more “active” than ever

Over the past decade, companies have transformed their tech stacks thanks to advancements in automation, data analytics, and artificial intelligence. These innovations have allowed sales reps to produce more activity than ever. 

  • Personalized mass emails go out each day with one click.
  • Reps drop pre-recorded voicemails after every missed call.
  • Dialers allow reps to generate as many calls in an hour as they used to make in a day. 

With this surge in activity and tracking, sales and marketing teams are now flooded with data about their customers and prospects—collecting histories of every opened email and click on their website, and recordings of every conversation. 

Revenue teams use this data to infer how customers are reacting to their offerings and go-to-market motions, and they use these inferences to make major decisions every day—which channels to prioritize, how to optimize pricing, how many reps to hire, what to add to the product roadmap, and more.

Lessons on inference from the Cola Wars

In the mid-1980s, Coca-Cola was facing increased competition from Pepsi, which had introduced the “Pepsi Challenge” marketing campaign, where consumers blind-tested Pepsi against Coke and created the perception that Pepsi was preferred in taste tests. Coca-Cola was worried that consumers were changing preferences toward Pepsi and that this would result in reduced market share.

In a hasty response, Coke created a new, sweeter formula and launched it as “New Coke” in 1985. The launch drew swift and widespread backlash that included protests, petitions, and boycotts organized by outraged customers. New Coke dominated the headlines and became the subject of jokes from comedians, talk show hosts, and late-night TV sketches. Just 79 days after the launch, Coke reintroduced its original recipe as Coca-Cola Classic.


         

If Coca-Cola had engaged directly with their customers, they would have understood the strong emotional attachment consumers had to the original formula and avoided the immense costs of the failed campaign.

Don’t make the same mistakes Coca-Cola did

Because revenue teams now have access to exponentially more data about what customers and reps are doing, it feels like we can safely infer the preferences of our customers. 

But we shouldn’t.

This is the age of the customer, and buyer-centric data is more powerful than ever. So if you’d really like to know what your customers want, you need to ask them. Understanding exactly why you’re winning and losing business—directly from the mouths of your customers—empowers you to truly lean into your strengths and fix your weaknesses.

And fortunately for revenue teams everywhere, Clozd continues to innovate and improve the way we collect and analyze buyer feedback and deliver powerful win-loss insights.

It’s easy to add a win-loss solution to your tech stack

Win-loss analysis, which helps you move beyond what happened and truly understand why it happened, complements every company’s tech stack.  

Win-loss solutions like Clozd enable you to automate the collection of impactful win-loss insights and serve them up alongside your other sales and marketing data. Clozd’s experienced, industry-expert consultants conduct live interviews with your customers and then deliver—through our innovative, user-friendly platform—deep insights that are tailored to your company’s offerings and objectives. 

With Clozd in your tech stack, you no longer need to infer, assume, or guess. 

Instead, you can confidently make strategic decisions around your pricing, product features, marketing content, customer experience, and sales processes, knowing that they’re based on feedback directly from your customers.For a personalized Clozd demo, sign up here.

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5 MIN READ

Why win-loss analysis is a must-have for your tech stack

Nate Gardner, Head of Finance, Strategy & Operations
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TL;DR

  • Tech innovations have flooded sales and marketing teams with data, which makes selling more active than ever.
  • Learn from Coca-Cola's mistake and engage directly with customers to understand preferences.
  • Don't rely solely on inferred data—ask customers what they want directly.
  • Win-loss analysis is a critical part of your tech stack that provides deep insights and guides strategic decision-making.

Tech innovations make selling more “active” than ever

Over the past decade, companies have transformed their tech stacks thanks to advancements in automation, data analytics, and artificial intelligence. These innovations have allowed sales reps to produce more activity than ever. 

  • Personalized mass emails go out each day with one click.
  • Reps drop pre-recorded voicemails after every missed call.
  • Dialers allow reps to generate as many calls in an hour as they used to make in a day. 

With this surge in activity and tracking, sales and marketing teams are now flooded with data about their customers and prospects—collecting histories of every opened email and click on their website, and recordings of every conversation. 

Revenue teams use this data to infer how customers are reacting to their offerings and go-to-market motions, and they use these inferences to make major decisions every day—which channels to prioritize, how to optimize pricing, how many reps to hire, what to add to the product roadmap, and more.

Lessons on inference from the Cola Wars

In the mid-1980s, Coca-Cola was facing increased competition from Pepsi, which had introduced the “Pepsi Challenge” marketing campaign, where consumers blind-tested Pepsi against Coke and created the perception that Pepsi was preferred in taste tests. Coca-Cola was worried that consumers were changing preferences toward Pepsi and that this would result in reduced market share.

In a hasty response, Coke created a new, sweeter formula and launched it as “New Coke” in 1985. The launch drew swift and widespread backlash that included protests, petitions, and boycotts organized by outraged customers. New Coke dominated the headlines and became the subject of jokes from comedians, talk show hosts, and late-night TV sketches. Just 79 days after the launch, Coke reintroduced its original recipe as Coca-Cola Classic.


         

If Coca-Cola had engaged directly with their customers, they would have understood the strong emotional attachment consumers had to the original formula and avoided the immense costs of the failed campaign.

Don’t make the same mistakes Coca-Cola did

Because revenue teams now have access to exponentially more data about what customers and reps are doing, it feels like we can safely infer the preferences of our customers. 

But we shouldn’t.

This is the age of the customer, and buyer-centric data is more powerful than ever. So if you’d really like to know what your customers want, you need to ask them. Understanding exactly why you’re winning and losing business—directly from the mouths of your customers—empowers you to truly lean into your strengths and fix your weaknesses.

And fortunately for revenue teams everywhere, Clozd continues to innovate and improve the way we collect and analyze buyer feedback and deliver powerful win-loss insights.

It’s easy to add a win-loss solution to your tech stack

Win-loss analysis, which helps you move beyond what happened and truly understand why it happened, complements every company’s tech stack.  

Win-loss solutions like Clozd enable you to automate the collection of impactful win-loss insights and serve them up alongside your other sales and marketing data. Clozd’s experienced, industry-expert consultants conduct live interviews with your customers and then deliver—through our innovative, user-friendly platform—deep insights that are tailored to your company’s offerings and objectives. 

With Clozd in your tech stack, you no longer need to infer, assume, or guess. 

Instead, you can confidently make strategic decisions around your pricing, product features, marketing content, customer experience, and sales processes, knowing that they’re based on feedback directly from your customers.For a personalized Clozd demo, sign up here.

Clozd gave us insights into the 'why' we were winning deals."

Ike Nwabah

  | VP of Marketing

Outstanding means of understanding why you win and lose."

Tripp R.

  |  Global Competitive Insights Manager

Depth of knowledge we could never achieve on our own."

Gary C.

  |  VP of Product Marketing