Competitive Strategy Report January 30


This new year starts with our release of a major survey on the use and success of Win/Loss programs and the launch of a new survey on how CI units transform CI data into competitive strategy and build long term success. As the global economy continues to recover from the financial turmoil of 2011, competitive intelligence will become of singular importance in developing strategy for growth and market development.

– Erik Glitman, CEO, Fletcher/CSI

Companies use Win/Loss to understand the factors that contribute to sales sucess. We surveyed a wide range of companies in multiple industries, with a variety of programs and levels of sophistication. Among the key findings from the study (conducted Oct-Nov 2011):

  • In the majority of Win/Loss programs, participation is voluntary rather than mandatory. Many companies use voluntary participation as a way to increase sales force engagement but do so at the expense of getting independent insight into all aspects of the sales process
  • Most of the programs covered in the survey were less than three years old, indicating that companies either are just discovering the value of Win/Loss or go through program on-off cycles in less than four years
  • Use of qualitative data in Win/Loss is very common. Most programs have at least some qualitative components, and many Win/Loss programs are only qualitative
  • Most Win/Loss programs are managed and operated using in-house teams. A minority of companies surveyed used outside contractors to conduct interviews. When an outside contractor is used, there is a higher degree of results measured, indicating that companies seek a greater return when using the outside resources and achieve that higher return
  • While many companies did not qualify results from their Win/Loss programs, most respondents believed that the programs were effective in delivering market and pricing insights which produced competitive advantage