Here’s how I spot patterns in my wins, losses, and no decision outcomes. Today is a great day to run this exercise on your territory. 1- Pull a list of Jan-June opportunities. 2- Segment them into closed won, competitive loss, status quo loss (customer stated they were ok deferring solving this problem), and no decision (ghosted / no response). 3- Look for patterns within each bucket (good and bad). Approach this exercise like a detective trying to solve a case. Ask yourself “who, what, when, how” Qs about each opp. You’ll uncover stuff like: "6 closed won opps did X in the buying process. But, I only do that when prospects ask me for it. I need to start prescribing that step proactively." "In 8 of my status quo losses, I didn’t align with my champion on a cost of inaction (COI) before showing a demo." "8 competitive losses asked me X question before they raised a budget objection. Something about my answer to that question is causing prospects to have that concern. I need to understand why they’re asking it before I rush to answer it." "When I leave the job of building the business case to the buyer, 86% of those opps end up in no decision.” Should companies also do an organizational win/loss analysis? Yes. But, that’s not the point of this. This helps me understand how what I say + write impacts the outcome of my deals. It forces me to explore my own beliefs/assumptions. I learn something EVERY TIME I DO THIS. It’s easy to run the same plays + talk tracks that used to work for us. This helps me avoid getting stale.
Have you ever tried uploading some of this data with the right prompts in ChatGPT? 4o is really impressive when it comes to data analysis.
I like this! How long does this typically take you? And is it something you're just going through each deal manually and spotting the patterns/trends? This is what I picture ??
does your neck hurt?
This is a great exercise for reps. Ideally your sales/revenue ops team should be proactively doing this for you each quarter, helping both the org and individual sellers get better.
I do this, along with a similar version of this at each portion of my overall marketing/sales funnel Top/Middle/Bottom (organic & paid). Conversion to conversion to conversion. Is each piece converting how it should? Does it play its part in the ecosystem. In the marketing part it's basically about weeding the garden. Remove what doesn't, lean into what does, measure and repeat again. And then for whatever converts into the sales portion, we pretty much run the exercise that you spoke about above. And you're right, you learn something new, every.single.time.
Yes to this! I did a mammoth exercise prior to a sales summit looking back about 2 years on exactly the things you mentioned - closed won, closed lost, competitive loss, status quo loss, no decision...for the entire sales org. Dug into reasons given for losses (taken with a grain of salt). Noted where the leads came from in the wins. Definite patterns, actionable insights, amazing lessons - definitely worth the effort (and a lot easier to do for your own territory for a 6 month period).
I like how this helps inform & guide . That way you're not just "trying a new talk track" or "testing a new sales play" for fun. You actually have a really strong sentiment data to help you stay freshhh.
I LOVE that this is an exercise in deep thinking vs. quick reporting. You can't do this by just exporting a "closed lost reasons" dropdown field from your CRM.
This is excellent advice. It gives you an opportunity to learn from your own mistakes, as well as wins... You get to evaluate yourself and find things that work, as well as things that don't. Plus you get a 6 month snapshot of all the hard work you put in... This is a great post.
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