Industry InsightsIndustry Insights

Primary Intelligence’s wealth of experience and data comes together with Industry Insights, our in-depth analyses of sales, marketing, and buyer behavior.

State of Win Loss 2017 Report

2017 State of Win Loss Industry Report

2017 State of Win Loss Industry Report

How companies are using win loss analysis to increase revenue

Competition increases each year for B2B businesses. Many companies are realizing the importance of win loss analysis, the study of past sales deals.

As responsible sales, marketing, and product leaders, you must use data-driven analytics to produce actionable intelligence and develop strategies to create a competitive advantage. You know what matters most are the initiatives you’ll take to lead your teams to success.

State of Customer Experience Report

State of Customer Experience 2016

How Organizations Are Leveraging Customer Experience Programs to Build Customer Loyalty and Grow Long-term Revenue

Often referred to as “CX,” Customer Experience helps to explain customers’ overall experiences with their vendors, including the discovery phase, evaluation of products and services, sales engagement, usage of solutions, any service and support interactions, and eventual “end of life” or replacement of the product.

Much has been written about Customer Experience Analysis in the recent past. While Customer Experience initiatives are most visible in the Business-to-Consumer (B2C) market, the prevalence of customer focused organizations continues to gain traction in Business-to-Business (B2B) settings as well, particularly as B2B managers increasingly hold the same expectations of customer service for firms they do business with in their personal lives as those in their professional lives.

B2B Vendor Success Report

B2B Vendor Success Industry Report

How Understanding Buyer Perceptions Can Increase Vendor Win Rates and Improve Customer Engagement

Although most buyers are keenly interested in features and functionality, factors related to company performance also matter. This report analyzes eight company-related factors—such as reputation, service and support, and vendor financial viability—that buyers use when evaluating vendors in competitive B2B sales opportunities.

Primary Intelligence analyzed research from over 10,000 purchase decisions during the past eight years to uncover what’s most important to buyers from a holistic, company-based perspective. We also show how these perceptions have shifted in the recent past. Additionally, we uncover differences between buyers in different parts of the world and in different vertical industries in terms of their perceptions of how well vendors are performing in these company-related categories. Finally, we offer strategies and recommendations vendors can use to improve how buyers perceive them from an overall corporate perspective.

B2B Buyer Loyalty Report

B2B Buyer Loyalty

How Sales Engagements Can Influence Product Perceptions, Referrals, and Future Business.

Nearly every business has metrics to measure “stickiness,” often referred to as Key Performance Indicators, or KPIs. This report analyzes three important leading indicators—product quality, recommendation likelihood, and future business—that were collected from decision makers in over 10,000 B2B purchase decisions during the past eight years.

We uncover the most important loyalty indicators and share findings that demonstrate why it’s important to stay in touch with buyers, even when a deal was lost. We show the relationship between buyers’ overall happiness with their purchase decision and loyalty metrics. Additionally, the study includes recommendations for how sales teams can effectively leverage KPIs to increase buyer loyalty and win more deals.

Understanding Buyer Needs Report

Understanding Buyer Needs

How Sales Effectiveness in Understanding Buyers’ Business Needs Drives Improved Win Rates and Increased Satisfaction

Despite the obvious importance of understanding buyer needs, most sales reps perform poorly. Only 43 percent—less than half of the over 10,000 buyers Primary Intelligence interviewed—rated their sales team as “excellent” in understanding their business needs.

In compelling industry research that analyzes buyer feedback from over 10,000 interviews with B2B decision makers, Primary Intelligence evaluates sellers’ ability to understand buyer needs.

State of Win Loss 2015 Report

How Companies are Leveraging Win Loss Findings to Better Understand Buyers and Increase Organizational Win Rates

Win Loss Analysis is a branch of market research focused on understanding why organizations win or lose in competitive sales opportunities. However, Win Loss Analysis is more than just gathering, analyzing and interpreting information about a market. It’s more than just sizing a market and understanding the growth rate, competitors, and buying segments. Win Loss research is a sales, product, and marketing enablement tool focused on improving sales, improving the product (or service), and improving a firm’s market presence as a result of listening to the voice of buyers.

State of Customer Experience 2015 Report

State of Customer Experience 2015

How Organizations are Utilizing CX Programs to Improve Their Understanding of Customers while Driving Revenue and Increasing Product Competitiveness

Customer Experience (CX) Analysis seeks to capture feedback from buyers about what they like—and dislike—when doing business with their providers, vendors, and suppliers. Successful CX programs help firms retain and grow revenue in their customer accounts by requesting, collecting, and analyzing feedback based on customer interactions with them. Importantly, successful organizations also act upon customer feedback, particularly when they see consistent trends from the data or high and low spikes in customer sentiment.

Understanding Buyer Needs Benchmarking

Understanding Buyer Needs

Benchmarking Offer for Primary Intelligence Win Loss Clients

Have you ever wondered how your sales team’s effectiveness stacks up against other firms? Does your sales organization perform best in large deals or small opportunities? How does your organization’s sales acumen compare on a regional basis, in North America, Europe/Middle East/Africa, as well as Asia Pacific? Are most of your opportunities strong, moderate, or weak wins? What about losses? And how does this compare to other companies? Are buyers more or less likely to recommend your company to friends and colleagues compared with recommendations for other vendors?

We’ll also give you recommendations on how you can improve based on best practices we’ve observed through thousands of conversations with B2B buyers annually.

State of Win Loss 2014 Report

How Organizations are Leveraging Win Loss Programs to Increase Buyer Understanding, Develop Competitive Strategies, and Improve Company Performance

Win Loss Analysis has emerged over the last decade as a proven method to collect intelligence on your competition, buying experience, and product performance. But, what exacly “win loss analysis” means and how to implement it is still largely up for debate. Should you use a third-party or do it yourself? Is it best to talk to buyers directly or sales teams? How much should a program cost and who should own it?

To better understand how Win Loss is being adopted, Primary Intelligence conducted a survey of marketing, sales, product, and strategic leaders asking them to describe their current approach to Win Loss, and how it has impacted their company performance. This report details those findings and highlights what you can learn for your own programs.