Key Elements of a Successful Win/Loss Program

Regardless of the type of Win/Loss program, there are a number of factors that differentiate between a formal Win/Loss program and a sporadic, uncoordinated effort.

Formal Win/Loss programs share a consistency that provides management with clear indications on why the company wins or loses deals. These programs look into factors that include the overall value proposition, sales presentation, product functionality, cultural match, and similar features that produce insights for strategic and tactical actions.

Successful programs also are consistent in how deals are selected for inclusion in the program. Most often, the selection process is done based on set criteria such as deal size, or a forced random selection from all deals completed. Important to any deal selection is that participation is not left to the salesperson.

Formal Win/Loss programs are structured to provide guidance into how the deal reviews are conducted, who does the interviews, how the deal reports are distributed and the frequency of roll-up reports.

Finally, a formal Win/Loss program takes a long-term perspective. Successful programs are based on a clear commitment to learn from past deals and apply those learnings to new deals. Since this takes time, the successful Win/Loss programs have a longer horizon and measure success by both short-term changes and long-term impact.

– Erik Glitman, CEO