The win-loss review involves identifying and analyzing the reasons that a
product was or wasn't selected by a customer.
Sales effectiveness can be improved by knowing the real drivers that are causing
deals to be won or lost. Key information about past wins and losses that an
organization needs to be effective are often in the heads of sales reps, product
marketing personnel, or the customers. By institutionalizing a win-loss review
process, this important knowledge can be captured and used as input to
product positioning and product development efforts.
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