The Intelligent Approach to Sales Success
Truly Understand
the Needs of
Your Prospects and
Close More Business
Win Loss Analysis
Win Loss Analysis Helps:
Executives
An Intelligent Approach to Sales Optimization
Nothing gives an executive a
clearer picture of the target mar-
What is Win Loss Analysis?
Winning is everything, and Win Loss
Analysis from Primary Intelligence will help
you win more—a lot more. Primary Intelligence is the world leader in optimizing sales
teams through competitive intelligence, and
its Win Loss Analysis solution gives you
specific, accurate information at the opportunity level that will optimize your team’s
efforts and increase your top-line revenue
in a measurable way.
Win Loss Analysis reveals the risks and
opportunities associated with your sales
strategies, your competitors’ strategies, and
your target markets. It exposes the buying
habits, challenges, and adoption rates of
your customers, your competitors’ customers, and your mutual prospects. Win Loss
Analysis provides you with empirical yet
pragmatic information that drives your
sales, product, and marketing decisions toward greater competitive advantage, greater
revenue growth, and greater market share.
Win Loss Analysis Benefits:
• Improve your win/loss ratio by 10
percent or more
• Identify real-time trends in your
marketplace
• Understand the customer’s decisionmaking criteria
• Know how your competitors are
winning business from you
• Identify the training needs of your
sales organization
Win Loss Analysis Includes:
• Opportunity Assessment: A process
that identifies the customer’s critical
needs and requirements for a solution
• Competitive Assessment: An objective
analysis of competitors’ actions,
strategies, and tactics
• Decision-Maker Assessment: In-depth
interviews with decision makers to
assess their perceptions, process, and
ultimate selection criteria
• Strategy and Tactics Assessment: An
assessment of the effectiveness of your
company’s strategies and tactics
• Predictive Analytics: A statistical
modeling process that indicates areas
to improve with the greatest return on
investment
ket than the perceptions straight
from decision makers. Win Loss trend reports give
insightful evidence to market desires and changes.
Sales Managers
Training is important for managers, and Win Loss Analysis gives
direct feedback on the issues
about which prospects are most concerned. Using
this information, training can be set on key points.
Sales Professionals
True professionals always look for
ways to improve. By listening to
the voice of the customer, sales
professionals can cater their messages to the needs
of their prospects and win more deals.
Marketing
Marketing is always looking for
the points that sway the marketplace. Win Loss Analysis reflects
the true voice of the customer, providing marketing with strategic knowledge on creating effective
messages.
Win Loss in the Client Cycle
Win Loss Analysis targets the actionable
portion of the Client Cycle—the purchase
decision (see figure 2). Win Loss Analysis
targets the points of information that are
inherent during the client’s purchase decision. However, Win Loss Analysis impacts
all stages of the Client Cycle because the
gathered information gives insight into
both pre- and post-sale perceptions, desires,
and thought processes of the prospect.
By obtaining reliable and unbiased feedback from your recent sales contacts, sales
professionals can refine their techniques,
learn how to effectively target a client’s
needs and the correct decision makers, and
put your company in the best possible light.
Primary Intelligence has added a statistical modeling engine to the trending process, predicting key impact points that will
generate the greatest improvement in win
ratios with the least amount of resources.
With predictive analytics, Primary
Intelligence is able to provide an in-depth
analysis of strengths and weaknesses that is
simple and easy to understand. The results
give you a clear path to improving sales
practices and product enhancements that
bring the highest return on investment.
Delivery
Win Loss Analysis reporting is delivered
through its proprietary online dashboard
named Horizon (see figure 1).
By using Horizon, you get real-time access to project data with immediate access
to individual profiles, trending statistics,
and cross-tabulation technology. Not only
that, but you can also track the status of
your project through the Campaign Status
module. This helps you see how much of
your contact sample has been used and how
many interviews have been completed.
State-of-the-Art Methodology
The art and science of selling changes
constantly. That’s why Primary Intelligence
continuously improves its Win Loss Analysis program by incorporating industry
best practices and the latest findings from
empirical research. Consequently, you
won’t find a more advanced assessment
methodology for analyzing competitive
opportunities.
Primary Intelligence has conducted
thousands of Win Loss Analysis projects
since 1998. It has converted the process
from the simple collection of public information to a science that provides metrics
and analysis that can literally transform
a sales team and the corporate strategies
that surround it.
Figure 1: Online Dashboard
The Client Cycle
Solution-mapping to the needs
of the client or prospect.
Account Retention
Renewal
Decision
Client
Experience
Predictive Analytics
Primary Intelligence has aggregated its extensive archive of win loss studies to quantify best sales practices across industries. The
result is three core drivers of sales success,
each of which is made up of 10 to 15 elements gathered in win loss interviews.
Sales
Channel
Sales Confidence
Prospects
Target Prospecting
Market Needs
© 2007 Cycle
Primary Intelligence Inc.
Figure 2: Client
Purchase
Decision
Win Loss Analysis
“No Decision” Analysis
Competitive Analysis
Post-Implementation
Client Loyalty
Renewal Review
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