How Win Loss Analysis Keeps Your Organization in Shape

Anyone who’s over 30 knows how hard it is to maintain a healthy weight. Gone are the days when you could eat whatever you wanted—indulge in a second helping of your favorite meatloaf or have an extra piece of pie.

And unless you’re willing to methodically count calories (not me) it’s usually hard to know how much is too much. Besides, what if you had an especially active day and can afford that extra piece of pie?

Sure, you might weigh yourself every morning. Or notice that you don’t feel quite so “skinny” in your skinny jeans. But having instant feedback wasn’t available. Until recently.

My husband gave me a Fitbit for Mother’s Day this year. Even though I was active before my Fitbit arrived, this little device helped me ramp up my activity even more.


It gives me instant feedback. With a few clicks on my wristband, I can see how many steps I’ve taken, how many calories I’ve burned, how many stairs I’ve climbed, and how many miles I’ve walked.

It also gives me extras, like my heart rate. And sleep patterns.

And the best thing is, I get this feedback instantly.

Fitbit also has a dashboard that provides aggregated statistics over time—detailed weekly workout stats broken out by minutes and calories per day. I can drill into each one and see heart rate zones, including “Fat Burn,” “Cardio,” and “Peak.” I can see how many steps I’ve walked each month.

In this way, I can telescope in and out to see the big picture. Or the minutia.

As I was running some trails with my Fitbit recently, I thought about some analogies between Fitbit and Primary Intelligence.

Shaping Up With Win Loss Analysis

In the same way that Fitbit provides its users with instant dashboards and longer term metrics about how well they’re doing with their activity levels, Primary Intelligence provides customers with instant feedback and aggregated results about how well they’re doing with recent sales opportunities.


Each Primary Intelligence profile gives customers feedback about a specific opportunity, answering questions such as:

  • What were the key reasons the buyer chose the winning vendor?
  • What were the competing vendors’ strengths and weaknesses?
  • How well did the account team perform?
  • How significant were pricing and contract terms to the overall selection decision?

Primary Intelligence also has a dashboard that allows users to see aggregate information across many different opportunities. While it’s helpful to see specific feedback for each win or loss, it’s also instructive to know how the company is viewed overall, answering questions such as:

  • What solution features are most important to buyers as a whole and how are we performing in those areas?
  • What do buyers deem most important from an overall sales standpoint? (Hint: Understanding buyer needs usually comes in near the top of the list, regardless of industry.)
  • How do we fare when buyers consider overall company factors, such as reputation? Or financial viability? Or support?

Get the Facts About Win Loss

In our recently published State of Win Loss research, we highlight the importance of real-time feedback. Our survey found that nearly 60 percent of respondents want real-time access to Win Loss data—the ability to retrieve information about wins and losses whenever they need it, wherever they are.


Why is real-time access so important?

Deeper analysis of our research revealed significantly higher win rates for organizations providing real-time Win Loss data to their constituents.

Real-time access also translates into better Company Performance metrics, including annual increases in:

  • Revenue growth
  • Sales win rates
  • Sales rep effectiveness
  • Marketing effectiveness
  • Product competitiveness


Win Loss Analysis Gets You in ShapeTo stay fit, our path is often a lifelong journey. There are ups and downs. Stops and starts. Every year requires a little more effort. And a little more vigilance.

In the same way, it’s a long-term journey for companies to become and remain competitive, especially when market forces change constantly. New competitors. Changing technology. Shifting buyer needs.

Having dashboards and metrics in place—both personally and professionally—helps us course-correct quickly, avoiding extra pounds, and competitive defeats.

Want to learn more about the State of Win Loss?

If you’d like to learn more about Primary Intelligence’s State of Win Loss research:

CLICK HERE to purchase your copy of the State of Win Loss 2014 report from Primary Intelligence.

WATCH our State of Win Loss Webinar.

PARTICIPATE in our next State of Win Loss study.

JOIN our Industry Insights Mailing List.

Carolyn Galvin on sabtwitterCarolyn Galvin on sablinkedinCarolyn Galvin on sabemail
Carolyn Galvin
Director of Partnership Marketing at Primary Intelligence
As Director of Partnership Marketing, Carolyn Galvin works with referral and strategic partners to extend Win Loss and Customer Experience programs to a wider community of B2B buyers. She also produces syndicated research reports highlighting current trends and best practices in Win Loss and Customer Experience Analysis. Prior to her current role, Carolyn served as a Program Consultant and as Director of Industry Insights at Primary Intelligence since joining the company in early 2013.

Carolyn has nearly 20 years of market research, customer satisfaction, and competitive intelligence experience working for large corporations and research agencies, including Alcatel-Lucent, Juniper Networks, and Frost & Sullivan. Early in her career, Carolyn worked as an Intelligence Officer at the Central Intelligence Agency.

Prior to joining Primary Intelligence, Carolyn owned her own consulting firm, where she provided custom and syndicated research to clients worldwide on disruptive IT and telecommunications technologies.
Carolyn has two master’s degrees, one from the Thunderbird School of Global Management and a second from Georgetown University. She earned her bachelor’s degree from Hood College in Maryland. Carolyn has also taken advanced Competitive Intelligence, Strategic Planning, and Strategic Marketing courses at the California Institute of Technology, as well as Digital Marketing classes at the University of Illinois, Urbana-Champaign. Since 2007, Carolyn has taught online global business and management classes part-time at the University of Maryland.
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