I’m always stunned by how little win/loss analysis we do. Of course, when we win or lose a deal, there is some reason code–usually some drop down in CRM that gives us a handful of choices about why we won or why we lost.
Sales people usually don’t put much thought into it, wins are generally the result of the “fantastic job they did selling,” losses are either price or product deficiencies–often both.
The win/loss reasons don’t give us much insight into what really is happening, or what we might do about it.
