Win/Loss Analysis: The Most Overlooked Aspect of Your GTM Strategy

The most overlooked aspect of your GTM strategy is the win/loss analysis.

Very few companies do it, and do it well. Why? 

Lack of resources, lack of time, and lack of budget are often cited as to why GTM teams put it on their to-do list but never get to it. 

How can a company afford not to do it?

Such a wealth of information is available even if just a handful of responses come through, positive or negative. Even with minimal response, it creates an important habit for analyzing loss by stage, region, industry and products, etc. that in turn informs demand gen efforts.

Oftentimes, companies count the info sales reps include in the CRM as their win/loss intelligence. This is hardly enough. Many buyers are not comfortable telling a sales rep they didn't do a good pitch or the demo sucked. It’s like telling a mother her baby is ugly. 

I found that the best win/loss analysis is conducted by an independent party, inside the company by the PMM team or outside the company by a consultant. Great feedback on the pitch deck, demo, pricing, and customer facing team can be obtained from this research. Most importantly, it is information about what the GTM team needs to improve to win going forward.

What is your take on win/loss analysis? Can a GTM team sell more and faster without it?

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