Create a culture centered on truth-telling and consistent improvement

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.

Product Marketing

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

Sales

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

Product / Engineering

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

Customer Success

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

Finance / Strategy / BizOps

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

Executives / Board

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.

Awareness

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?

Adoption

Do they have direct access to the data?

Have they been trained on how to best use it?

Are they actually looking at it?

Advocacy

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?

Awareness

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

Adoption

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

Advocacy

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