How Win-Loss Analysis leverages success
We hear so much about the customer journey. Mapping this journey becomes the centerpiece of the marketing effort, aimed at reaching, nurturing and delivering the customers who score appropriately to the sales effort. The opportunity owner can then field the “pop-fly”, rather than chase a hard-hit ground ball, and therefore have the luxury of working with highly qualified leads. This science is critical to the demand generation practices of nearly all B2B companies.
Win-Loss Analysis is the art and science of drawing key learnings from recent opportunities, and using them as fuel for the effort to continuously improve practices, and therefore results. So how do the two fit together?
Win-Loss Analysis (WLA) can be practiced in many ways. In its highest form, it seeks to validate not just the key drivers of the final decision, but the entire path the buying organization just walked. This gives an all-important, fresh look that can be used to improve results going forward.
The entire marketing automation sequence is aimed at delivering and responding to every action and reaction the buyer makes early in their exploration. These are measured, and lead-scored from the solution provider’s perspective. Wouldn’t it help to know what the buying organization’s self-defined task and defined need is at every step?
You can think of it like a parallel universe where you look at the customer-provider interactions, in tandem with the customer mindset and perceived needs at each moment – of course, explored after a buying decision is made.
This can be a powerful view when you are trying to adjust the elements of the marketing mix and sales approach, to anticipate the buyer’s need at each moment. If the focus is on customer success, you might consider that “success journey” to begin when they first defined a need, rather than the day they sign the contract.