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Strategic Win-Loss Hero Image
Identifying and Driving Actions

Strategic Win-Loss


Large technology firms easily run the risk of losing touch with their end customers, therefore, they need to understand exactly why they win certain deals and why they are losing others to the competition. Technology markets are highly dynamic, and an up-to-date view of what’s happening in the sales pipeline where deals take place is critical in maintaining a competitive edge. Our client, a global technology company, was looking to improve its value proposition and sales performance to close more deals.

We conduct ongoing qualitative discussions globally with decision-makers of won and lost deals to determine why our client is winning and losing business and to whom. As an unbiased party, these customers are more likely to be frank and honest with us about their experiences, views on the client’s offerings, and the competition. These conversations provide in-the-moment insights on the business case/need, providers considered/selected, key decision criteria, how contenders stack up, key insights into the solution, and future likelihood to consider/purchase.

Hundreds of interviews and case studies are available through a dashboard that we developed, allowing the client a wide variety of search options to access cases related to very specific criteria.

The client teams take this information and develop targeted action plans for their specific offers to enhance their value proposition, improve the customer’s experience, and increase win rates. Cross-disciplinary teams meet each quarter to review the discussions about their offerings and develop action plans to address shortcomings in their product offering, marketing, and sales efforts. One team was able to salvage a multimillion-dollar deal based solely on this research effort.