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Winning is a collective effort. Too many companies, however, silo their data. It’s easy for insights to lose their power when they’re trapped in a spreadsheet. According to our State of Win-Loss Report, 68% of companies that distribute win-loss data to at least half of their employees report an increase in their win rate. It's clear that sharing win-loss insights broadly is a key part of running a successful program.
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Understand what buyers in your market care about—and why
Identify emerging competitive threats and growing industry trends
Gather data on existing product features, functionality, and GTM approach
Understand why you win and lose (so you can win more and attain quota)
Coach and train on deficiencies; replicate winning strategies
Identify win-back opportunities to prioritize
Focus on the highest-impact product development areas that will drive revenue
Unbiased insights that you can trust (vs. “loudest” voices internally)
Direct feedback on existing features and functionality
Improve gross retention by understanding why customers are churning
Drive cross-sell and expansion to improve net retention
Gather data needed to influence product investments and GTM adjustments
Gather data directly from your customers mouth (vs. signals and signs)
Identify gaps where strategy and execution are not matching
Use to prioritize (and de-prioritize) investments in key areas of business
Diagnose the biggest revenue inhibitors for your business
Unite your org around the activities most likely to drive target outcomes
Create a culture of truth-telling and continuous improvement
At Clozd, we’ve managed thousands of win-loss analysis programs, and we’ve seen what it takes to create a culture centered on winning. Consider the following best practices to ensure that you're getting the most out of your program.
Does this group know what we’re doing?
Do they know why we’re doing it?
Do they know what questions we’re asking?
Do they know how we’re using the data?
Do they have direct access to the data?
Have they been trained on how to best use it?
Are they actually looking at it?
Are they using the data for their purposes?
Are they engaged in the scoping and design of the program?
Would they be sad if we stopped?
Video from CMO introducing Clozd to the whole company
SKO / RKO sessions
C-suite roundtable discussions with the program manager
Direct notifications to sales reps and leaders for their deals
General slack channel
Direct access for whole company—or close to it
Training from Clozd functional leaders
Slack or Teams channel for specific interview types
Department-level discussions quarterly
Automated reports to functional leaders
Smart Tags set up by each department
Board presentations and discussions
Interview guide refresh with leaders
“Win-Loss Day” as a company
Tiger teams set up at the executive level
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