Understanding how and why your business is winning or losing customers is vital for ensuring long-term growth, building on success, and improving pain points to increase revenue and avoid customer churn.
The purpose of win/loss analysis is to become more effective at winning new accounts by providing your sales reps with evolving information on why customers are willing to buy your products and services. Additionally, it offers your team insights into why customers are not making a purchase and can help them understand the broader health of the buyer relationship.
Win/loss analyses will help you to develop a playbook with standardized approaches that have been successful, and recommendations for improvement based on past learnings. This can greatly help your sales and marketing teams to increase their wins.
An effective win/loss program can help you determine exactly why your accounts team is gaining new business and how to combat customer churn.
Win-Loss Analysis Analytics is designed to present below KPIs and Insights
|
KPI |
Description |
|
All Metrics |
People can comprehend concepts such as Revenue Won, Revenue Lost, Deals Won, and Deals Lost |
|
Win Rate % |
Win Rate % measures the proportion of successful sales deals closed compared to the total number of deals pursued. It reflects the effectiveness of sales tactics and strategies. |
|
Top 10 Jobs Won |
Top 10 Jobs Won" is a metric that represents the ten most significant and successful sales Jobs closed by a company within a specific period. It is used to highlight the largest or most impactful sales wins and can provide valuable insights into the company's sales performance |
|
Top 10 Jobs Lost |
The Ten most significant sales opportunities that were not successfully closed within a specific period. It is used to analyze and understand the reasons behind lost Jobs, identify areas for improvement, and implement strategies to increase the win rate. |
|
Jobs over time | Win vs loss |
Sales opportunities or Jobs that have been either successfully closed and won or lost within a specified period. It provides a count of the Jobs that resulted in a win and the Jobs that were lost. |
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Revenue($) over time | Win vs Loss |
The total value of sales opportunities or Jobs that have been either successfully closed and won or lost within a specified period. It represents the cumulative monetary value of all the Jobs that resulted in a win and all the Jobs that were lost. |
|
Revenue($) from Jobs Won over time |
The amount of money generated from successful sales or Jobs over a specific period. This metric is commonly used in sales and business contexts to track the financial performance of a company or sales team. |
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Revenue($) at risk from Jobs Lost over time |
The potential revenue that a company stands to lose due to unsuccessful sales or deals over a specific period. This metric is crucial for understanding the impact of lost opportunities on the overall financial performance of a business. |
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Analyze Win or Loss by Salesperson |
Analyzing wins and losses by a salesperson is an important aspect of evaluating individual sales performance within a company. This analysis can help identify top-performing salespeople. |
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Top 10 Customer Types by Win Rate % |
"Top 10 Customer Type by Win Rate %" refers to a ranking of customer segments based on their respective win rates, expressed as a percentage. The win rate in this context typically represents the proportion of successful deals or conversions compared to the total number of opportunities within each customer Type. |
|
Analyze win or loss by Service |
This analysis allows businesses to identify which services are succeeding and which ones may need adjustments or improvements. Specifies the number of deals won, lost, and the revenue earned, and lost with the close ratio based upon each service. |
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Analyze win or loss by Service Category |
Analyzing wins and losses by service category is a strategic approach that allows a company to gain insights into the performance of different service categories. This analysis helps in identifying which service categories are thriving and which ones may require adjustments or improvements. The report specifies the number of deals won, lost, and the revenue earned, and lost with the close ratio based on each service category. |
Calculated Fields
- Revenue Won = Service Status is (Approved, Scheduled, Completed, Invoiced, Ready to Invoiced)
- Revenue Lost = Job Status is (Declined, Canceled) or Job Status with (Accepted) and Service Status (Not Approved)
- Jobs Won = Job Status is (Work Order, Completed)
- Jobs Lost = Job Status is (Declined, Canceled)
- Win Rate % = Jobs Won / Total Jobs
- Services Won = Service Status is (Approved, Scheduled, Completed, Invoiced, Ready to Invoiced)
- Services Lost= Service Status is (Pending, Not Approved, Skip No Reschedule)
Note*
Here are the business constraints that are applied.
- All the Metrics are calculated for the applied date range filter.
- We consider only active Jobs
- We consider only active Services
Filters
Advanced filters provide the ability to drill down, slice & dice, and filter the dashboard to view the different insights.
Service Category → Service → Salesperson → Service Status
The Importance of Win-Loss Analysis Analytics & Benefits
- Identify Trends and Patterns: By examining numerical data, you can identify recurring trends and patterns related to both won and lost deals. For example, you may notice that a particular product feature consistently leads to wins or that a specific pricing strategy results in losses.
- Benchmarking: Analyzing win-loss data numerically allows for benchmarking against industry standards and competitors. You can compare your win rates, pricing strategies, or product performance metrics to those of your competitors.
- Resource Allocation: Numerical insights can help organizations allocate resources more efficiently. For example, if you find that a specific market segment consistently results in high win rates, you may choose to allocate more resources to target that segment.
- Continuous Improvement: The ultimate goal of analyzing win-loss data is to drive continuous improvement. By quantifying the reasons behind wins and losses, organizations can refine their strategies, reduce inefficiencies, and enhance overall performance.